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Jim Ewel

data driven insights

The Cost of Being Data-Driven vs Insight-Driven

The third value of the Agile Marketing Manifesto is “Learning through experiments and data over opinions and conventions.” Experiments and data are better than opinions and doing things like we’ve always done (conventions). But sometimes, data isn’t enough – we also need insights. Without insights, we don’t make giant leaps forward. We don’t create new

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Developing a Common Marketing Measurement Architecture

In a previous blog post, we discussed why marketing measurement is difficult and why organizations must establish a common marketing measurement architecture to avoid the ‘tyranny of random facts.’ In this post, we’ll discuss an approach to developing a common marketing measurement architecture and provide examples for both B2B and B2C organizations. People Believe What They Help

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peanut butter or lightning

Peanut Butter or Lightning

I recently came across a marketing idea that I think more marketers, particularly those of us who aspire to marketing agility, should consider. In his book “Play Bigger,” Christopher Lochhead defines two different approaches to marketing. In the traditional “peanut butter” approach, marketers take their yearly budget, divide it roughly into quarters, spread it across

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Overwhelmed Marketer

Feeling Overwhelmed? How Agile Can Help

Introduction Are you feeling overwhelmed as a marketer? Marketing is a fast-paced profession. The digital era has exponentially increased the number of channels, campaigns, and metrics that marketers must manage. When overwhelmed, even the most seasoned marketing veterans can find themselves struggling to keep up. But what if there was a way to streamline your

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Jobs to be done

An Alternative Approach to User Stories for B2B Agile Marketers

Introduction User stories are very useful for marketers who want to ensure that their deliverables are customer-centric: they identify the audience, what the audience wants to get done, and why. You can read about user stories here, here, and here. How do you get started writing user stories? Most people start with the deliverable and

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