Agile Marketing Foundations

Introduction

• The impact of agile on marketing

1. The Agile Marketing Playbook

• The agile marketing playbook
• Triangulated vs. circular workflows
• Strategy
• Implementation
• Validation
• Core values of agile marketing

2. Citizen Data Scientists and Agile Marketing

• Data's role in marketing
• Analytics for agile marketing
• The types of marketing data
• Market research data
• Marketing performance data
• Predictive analytics
• Practices for data success
• Data-first marketing

3. Agile Marketing Team

• Team composition
• Scrum master
• Marketing program owner
• The war room

4. Agile Marketing Tools

• The backlog
• The sprint plan
• The retrospective
• The agile marketing roadmap

Conclusion

• Adapting to change with agile