Brands should analyse test results and document conversions to create best practices to attain sustainable progress.
Agile workflow enables brands to effectively translate raw data into personalised marketing strategies. This article suggests agile workflow can help marketers incrementally test marketing strategies and ensure their efficacy to deliver personalised marketing experiences.
An agile workflow employed by companies like Spotify allows marketers to deliver personalised experiences, which is scalable, consolidated, stored and easily accessible. Before implementing an agile workflow, brands should identify specific channels and focus on their capabilities to deliver results. For instance, mobile apps are imperative for brand communication.
The author recommends marketers should prioritise personalisation ideas based on their business value, feasibility and metrics before testing them. Brands should further prioritise trackable metrics like submissions, purchase behaviours and click-through rates to analyse the impact of their ideas.
[5 minute read]