CI - Session 4 Flashcards
(17 cards)
the 5Ms model – resources
The 5M Model is a framework used in business to asses resources
Men: employees, freelances, agencies
Money: budgets
Minutes: how to organize activities across time
Machinery: marketing technology and tools (Martech)
Materials: Marketing collateral (videos, reports, stands)”
Insight
An insight must contain new information, focus on customer behaviour, quantify causality, provide a competitive advantage, generate profit
SMART measures
SMART objectives are a popular framework for setting clear and achievable goals.
Specific: Clearly define what you want to accomplish.
Measurable: Ensure that you can track your progress and measure the outcome.
Achievable: Set goals that are realistic and attainable, considering your resources and constraints.
Relevant: Make sure the goal is important to you and aligns with other relevant objectives.
Time-bound: Set a deadline or timeframe
Ansoff Matrix (business growth)
The Ansoff Matrix is a tool used to help businesses determine their product and market growth strategy.
Market Penetration: Focuses on increasing sales of existing products to the existing market
Market Development: Involves entering new markets with existing products.
Product Development: Entails developing new products to serve the existing market
Diversification: This is the most risky strategy, involving the introduction of new products into new markets.
PESO - Media
Paid Media: Involves advertising through paid channels like Google Ads, social media ads. Most direct measure of ROI
Earned Media: Gained through public relations efforts, media coverage, and organic mentions, reflecting the credibility and reach of your brand.
Shared Media: Content shared by users on social media platforms, including retweets, shares, and user-generated content, enhancing engagement and reach.
Owned Media: Content you create and control, such as your website, blog, and email newsletters, providing a direct channel to your audience.
product lifecycle
Metrics for the product lifecycle stages
Introduction: The product is launched, and marketing efforts focus on creating awareness + interest. (e.g. webiste visits, social media mentions, sales leads)
Growth: Active users (e.g. page views, downloads, time on site, CLV)
Maturity: Revenue, growth, churn rate, gross margin, customer satisfaction
Decline: Declining sales, shrinking profits, brad equity
Gap analysis
Gap analysis is a strategic tool used to compare an organization’s current performance with its desired performance
- Identify Current State
- Define Desired State
- Analyse the Gap
- Develop an Action Plan
- Implement & Monitor”
Resource audit
- Physical resources
- Human resources
- Financial resources
- Intellectual resources
- Technological resources
- Reputation and relationships
Benchmarking (+types)
To find the gap between best practices and the present performance of the organisation.
The internal benchmarking: Comparing performance within internal departments, units, or locations of the same organization
The competitive benchmarking: Analyzing performance vs direct competitors
The functional benchmarking: Comparing specific functions across industries
The generic benchmarking: Comparing general business function that are common across industries, such as customer service
Action Priority Matrix
Useful tool for prioritizing tasks based on impact and effort:
Quick Wins: High impact, low effort
Major Projects: High impact, high effort
Fill-ins: Low impact, low effort
Thankless Tasks: Low impact, high effort
The Agile Marketing Cycle
The Agile Marketing Cycle is a framework that applies agile principles to marketing campaigns, allowing teams to be more flexible, responsive, and data-driven.
Plan, measure, optimize, predict, asses.
Balance scorecard
The Balanced Scorecard is a strategic management tool designed to provide a comprehensive view of an organization’s performance.
Financials, Internal Business Processes, Customers, Learning and Growth
Deming cycle (PDSA Cycle)
It is designed to help organizations improve their processes and products through a systematic, iterative approach.
Plan, Do, Study, Act.
Lift
Lift is an increase in a key performance indicator (KPI) or outcome (Sales) that is directly attributed to a specific marketing activity or campaign
P&L (profit & Loss)
This financial report summarizes a company’s revenues, costs, and expenses over a specific period, showing the net profit or loss.
Balance sheet
This statement provides a snapshot of a company’s financial position at a specific point in time, detailing assets, liabilities, and shareholders’ equity.
Cash Flow Statement
This report tracks the inflows and outflows of cash within a company over a period, highlighting how well the company manages its cash to fund operations and growth
