© Websand 2014 | @websand

The 4C’s of Lean Marketing

DDMA 16 May 2014

© Websand 2014 | @websand

• Hello

• Lean Marketing

• Lisa Simpson

• Data Driven Marketing

• The 4C’s

© Websand 2014 | @websand

Hello, I’m Saul.

Think lean

Look not so lean

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

Lean Marketing

© Websand 2014

© Websand 2014 | @websand

The communication framework used

by businesses to achieve their

objectives.

© Websand 2014 | @websand

© Websand 2014 | @websand

Skeleton

Business

Structure

Anatomy

Business Processes

(How you do things)

Personality

How you

Communicate

DATA

Structure defines

the processes

Processes feed

the personality

© Websand 2014 | @websand

• Set your objective / milestone

• Create your hypothesis

– Time

– Success level

• Get out of the building

• Review

© Websand 2014 | @websand

Did Lisa Simpson invent

the Lean Start Up?

© Websand 2014

© Websand 2014 | @websand

Did Lisa Simpson invent

the Lean Start Up?

© Websand 2014

© Websand 2014 | @websand

The 4C’s

© Websand 2014

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

It’s not that is important

it’s the

© Websand 2014 | @websand

© Websand 2014 | @websand

© Websand 2014 | @websand

’

• CUSTOMER– The hypothesis: who you after? what do they

want?

• CODE– How are you going to engage

• CALIBRATION– Of the tools at your disposal

• CONSISTENCY– Repeat what works until it fails

– If it fails start again.

© Websand 2014 | @websand

© Websand 2014 | @websand

Thank you