they are often disconnected from the real business objective, and assume facts not always in evidence Our business model is double-sided we have to design for both our economic buyer (the client) and our end-user (the consumer) Strategy isn’t (solely) about research and testing it’s about efficiently seeking a campaign model that scales - and this doesn’t have to be expensive or delay ideas
hypotheses to be tested. Continuous customer interaction - with both client & consumer. Establish clear goals for the campaign from day one. Start simple, iterate on successes and learn from failures. Create right-sized, integrated teams, and use the right resources & tools as they are needed. Keep score with clients, vendors & partners.
“Who do you report to?” “Who approves the work?” “Who owns the budget?” “What can we influence/change?” “What is the business problem?” “What’s the root cause of the problem?” “Who owns the parts of the value chain?” What is the problem your client is trying to use advertising to solve? 1
etc. Do the work to understand your client’s business (note: this is different from their ‘brand’). Involve your client in this process - do stakeholder interviews, workshops, etc. Don’t call it an add-on or suggest it as optional. Charge enough that it looks like it matters as much as it does. Connect it to measurement & KPIs. 2
They don’t think agencies do strategy - and if you don’t have a highly visible planning team, with a history of solving business problems, why should they? Reason #2: They don’t trust agencies to be honest - they think you’re learning what you want to learn to make the work you want to make. Reason #3: They believe in ‘best in class’ when buying agency services - but are constantly frustrated by the inefficiencies.
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that is clearly articulated, big enough to matter & shared by the whole team. “Our goal is always to discover which aspects of this vision are grounded in reality & adapt those aspects that are not.” This vision is the ‘brief’...
a lot: 5-10. Get the people you meet to introduce you to other people they know who do things a little differently. Don’t use a “facility” - try to go to where they are when they use the product or interact with the category/brand.
us look good but don’t really help make decisions.” - Eric Ries, The Lean Start-up Actionable (a.k.a. ‘Pirate’) Metrics: Acquisition: users from misc channels come to site, landing page, widget, etc Activation: users enjoy 1st site visit, "happy" user experience Retention: users re-visit site multiple times Referral: users like product enough to refer others referral happens via email, links, blogs, widgets, word-of-mouth, etc Revenue: users conduct monetization behavior (e.g., buy, download, affiliate sale trackback) * *
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![measure like a pirate “[Vanity Metrics are] numbers that make](https://files.speakerdeck.com/presentations/056662707f2c0132d6c52a0240a77894/slide_68.jpg){kind=link}
