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What Are Agile Metrics?

Agile marketing focuses on creating high-value deliverables by working in short bursts to achieve goals. An agile marketing process is also constantly iterated to ensure productivity and efficiency.

Measuring the success of an agile marketing process is critical as it helps monitor processes and ensures everything is on track — this is where agile metrics come in.

In this post, we’ll discuss:

What are agile metrics?
Importance of Agile Metrics
Types of Agile Metrics
Key Agile Metrics

What are agile metrics?

Agile metrics is a tool that helps marketing teams measure the progress and productivity of marketing activities, stay on track, and address roadblocks. Agile metrics are most effective when tailored to the specific needs of individual projects.

You can use agile metrics at both the team level and individual level. At the team level, they help assess the overall health of marketing activities and identify potential bottlenecks. At the individual level, they can help identify areas of improvement for each team member based on their progress.

Importance of Agile Metrics

Agile metrics are important because they help track progress and identify areas for improvement.

Agile metrics also:

Increase productivity by providing visuals of project timelines so stakeholders can understand what comes next.
Build accountability and transparency between stakeholders because everyone knows what’s expected of them and their teams.
Improve communication between team members because agile metrics give specific insight into project progress so people can begin conversations based on metrics and data.
Help managers and leaders identify risks and potential problems early on from historical agile metrics data, helping them correct processes and save time.

Types of Agile Metrics

There are three main types of agile metrics, and we’ll outline them below.

Scrum Metrics: A Scrum is a process where work is done in sprints to quickly deliver small projects that make up larger projects over time. Scrum metrics analyze sprint effectiveness and show how much work was completed during a given sprint.
Kanban Metrics: Kanban processes use visual cues to track progress over time. It usually is based on a project board that is divided into columns that represent stages in a workflow. Kanban metrics help you understand workflow effectiveness, organize and prioritize work, and the amount of time invested to obtain results.
Lean Metrics: Lean processes help decrease the amount of time it takes from when a task or project is requested to when teams complete it. Lean metrics measure productivity and quality of work output, helping get rid of activities that don’t benefit outcomes or getting work done quickly.

Key Agile Metrics

Below we’ll go over some of the most common agile metrics.

1. Sprint Burndown Chart

Type of Agile Metric: Scrum

A sprint burndown chart shows the work that remains and has already been completed in a designated sprint. It also shows the amount of work that has been completed over time.

Sprint burndown charts provide a visual for this data and can predict a team’s likelihood to complete their work in the time available.

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2. Cumulative Flow Diagram

Type of Agile Metric: Kanban

The cumulative flow diagram is a graphical representation of work in progress. Specifically, it displays the work already completed, the work currently in progress, and tasks that have yet to begin. The diagram helps you visualize how stable your process is and helps you identify problem areas to address.

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3. Cycle Time Diagram

Type of Agile Metric: Kanban

A cycle time diagram displays the amount of time it takes to complete a task. It helps you identify areas where your process can be updated and streamlined for future productivity and understand the effects of the strategies you implement.

As your overall goal is likely to have a shorter cycle time across all projects, the diagram will help you understand the length and identify areas for improvement. Cycle time is a smaller section of the lead time metric, which we’ll discuss below.

4. Lead Time

Type of Agile Metrics: Kanban

Lead time is the time it takes for a task to be completed from start to finish. It builds off of the cycle time metric but adds on the amount of time between when a task or project was requested to when it was started.

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For example, you could use the lead time metric to analyze how much time it takes from when a new marketing copy is requested to when it is delivered.

5. Velocity Chart

Type of Agile Metric: Scrum

Velocity is the rate at which a team can deliver work during a sprint. It measures how fast teams complete a task and identifies whether they are on track to meet deadlines. It can also predict a team’s future abilities, helping ensure you don’t commit to a timeline you can’t achieve.

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A lower velocity means it takes teams more time to complete a task, so it could be worthwhile to identify areas you can streamline to speed up the process.

6. Burn Up Chart

Type of Agile Metric: Scrum

A burn-up chart tracks progress over time. The graph features two lines, one that displays the projected amount of work and another that shows actual work completed.

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This metric helps you compare expectations to how much work is delivered, which can help you understand team efficiencies and identify areas for improvement.

The right agile metric helps you and your teams stay productive and focused.

Choosing an agile metric depends on the specific needs of your marketing activities. Once you choose one, you’ll get a bigger picture of your team’s productivity and marketing processes, helping you identify roadblocks, optimize your strategies, and meet your business goals.

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Offline Marketing: Should You Leverage It in a Post-Pandemic World?

Since the start of the pandemic, marketing strategies have relied heavily on online tactics —leveraging tools like social media, email, and digital ads. But what about marketing outside of the digital space, otherwise known as offline marketing?

Is there still value in marketing via billboards, print ads, and broadcast commercials? In a post-pandemic world, whenever that may be, there’s a chance offline marketing could make a comeback.

Here’s what marketers need to know about offline marketing and how it can be leveraged.

What is offline marketing?

5 Offline Marketing Strategies You Should Use

Business Cards

Community Engagement

Event Hosting

Press Releases

Free Workshops

 

So why should your company still incorporate offline marketing into its strategy, especially in the digital age?

One reason is that it’s tangible and allows marketers to physically reach their target audience in a way that online marketing can’t. You can hand out flyers, put up posters, and send direct mail to people’s homes. Sometimes, physical items relating to your brand can leave a more lasting impression.

For example, the local Papa John’s in my neighborhood has a deal with my apartment complex. Whenever a new tenant moves in, they get a Papa John’s magnet and menu inside their welcome gift bag. Both the magnet and menu have the local restaurant’s number and hours.

I didn’t know of any other pizza places in the area, so I pinned the items to my fridge, and every time I was craving pizza I would call that particular Papa John’s location.

Offline marketing can also create a personal connection with your audience. For example, you can sponsor and host fun, engaging local and in-store events that let you connect with your consumers in person.

But most importantly, the best marketing strategies combine both online and offline marketing to reach an audience through as many channels as possible. For example, let’s say your company hosts an in-store event to connect with customers offline. That offline marketing strategy can also be used to create online content via video highlights of the event.

Another factor to consider is that online channels may not be available to everyone in your market, such as older consumers who are less likely to be tech-savvy — so offline marketing with business cards or pamphlets will make your brand more accessible to that demographic.

5 Offline Marketing Strategies You Should Use

Here are a few offline marketing strategies you can use to reach your target market:

Business Cards

Business cards are a tried and true offline marketing method. A business card with a distinct design can set your business apart from competitors and reflect your brand’s values and mission. Make sure everyone in your company has their own business cards to give away at any time —you never know when they might run into a prospective client.

You may be tempted to try online business card generators to save a little money. While those can save money, you’re better off opting for local designers or print shops to create cards that are truly unique to your business. That way, you can customize the layout, color, texture, font, and more.

Pro Tip: Use a color other than the usual white for your business cards, and make sure every card has the same logo, font style, and colors for a unique but uniform look as well as brand consistency.

Community Engagement

Offline marketing lets you create a more personal connection with your audience — especially if you incorporate community engagement in your strategy. Using your platform and resources to help others within your community can increase brand awareness and solidify your brand’s reputation for being responsible.

An excellent example is the annual Stuff the Bus event hosted by First Coast News, a TV news station in Jacksonville, Florida. Every summer right before back-to-school season, First Coast News partners with United Way of Northeast Florida to raise money and school supplies to be donated to local schools. The event helps the station establish itself as an integral part of the community it broadcasts to.

Pro Tip: Carefully consider the organization or service you involve in this strategy to ensure it aligns with your company’s values and image.

Event Hosting

Event hosting is a great way to market your brand offline because events can promote outreach as well as opportunities to network. You’ll have the chance to engage with potential clients in person and connect with potential business partners or collaborators.

One example is RDC World’s annual DreamCon anime convention in Arlington, Texas. RDC World is a group of content creators who gained a huge following on YouTube making viral skits geared toward Black anime and comic book fans. To meet its fans in person and to provide other content creators a chance to network, RDC World started DreamCon.

The con attracts more guests each year and has grown to include appearances from celebrities, voice actors, and other viral content creators. The convention, as well as RDCWorld, is now a staple among Black anime fans.

Pro Tip: To get the most out of your event, incorporate digital marketing tactics like live streams and short-form videos for platforms like TikTok and Instagram.

Press Releases

A simple but effective way to boost brand awareness is to send press releases to local journalists in your community. Make a point to build relationships with them and get them interested in your brand. Once you find the contact information for your local journalists and publishers, start sending press releases that advertise your brand and any upcoming events you are hosting such as conventions, workshops, or fundraisers.

Pro Tip: Invite the press to special meet-and-greets and tours of your business to build an offline connection.

Free Workshops

You want consumers to know your brand is made up of experts in its field — one way to do that is by offering free workshops. A workshop can be in the form of a TV or radio appearance where you present valuable information while expanding your reach. You can also write regular columns for your local newspaper or magazine that give tips and advice pertaining to your market.

This marketing tactic builds trust with your audience. If they know you’re an expert in your space, then they’ll trust that your products or services are top-notch as well.

Pro Tip: When handing out flyers or other offline marketing materials, make sure to include a section with useful tips regarding your industry.

Digital marketing isn’t going anywhere anytime soon, but offline marketing should still be a part of your strategy to meet your audience wherever they are. In a post-pandemic world where more people will drive past billboards or look for workshops to improve their craft, you’ll want to be the brand that catches their eye.

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Facebook is Redesigning its News Feed: What Marketers Need to Know

Back in July, Mark Zuckerberg announced a change to Facebook’s news feed — it’s been split in two! Facebook now has a Home tab and a Feeds tab. The Home tab includes content recommended to users based on their actions on the app. The Feeds tab shows content from people, pages, and groups the user is following.

Zuckerburg said the goal is to make it easier for Facebook users to see their favorite content and make new discoveries. It’s also meant to keep Facebook competitive with TikTok. TikTok’s For You page also shows recommended content from across its platform based on what algorithms think a user wants to see. The Following page only shows content from pages the user already follows.

But what does it mean for marketers who relied on Facebook’s news feed to find and maintain an audience? Here’s what marketers need to know about the new tabs.

Facebook’s Home Tab

The Home tab is the first feed users see when they open the app. Like the Feeds tab, Home will have content the user is already following (posts from friends and family, for example), but the feed will prioritize recommended content from the app’s discovery feature.

“This system takes into account thousands of signals to help cut through the clutter and rank content in the order we think you will find most valuable,” Meta said in a press release. “We’re investing in AI to best serve recommended content in this ranked experience.”

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Content prioritized in the Home tab will include Reels and Stories. To get your marketing content on the home page so your brand can reach new consumers, you should leverage short-form video content like Reels.

During our own social media marketing survey, 85% of the 310 marketers surveyed said short-form videos were among the most effective tactics in their social media campaigns. So next time you post a Reel to Instagram and the app asks if you’d like to automatically share it on Facebook, the answer should be yes.

Another way to end up on the Home tab is to leverage livestreams. In that same survey, 69% of marketers mentioned livestream videos as one of the most effective methods in their campaigns, and 72% of respondents said livestreams are effective overall. Livestream opportunities can include live Q&As, webinars, and workshops.

Facebook’s Feeds Tab

As I mentioned, the Feeds tab shows content from pages, groups, and communities the user is already following. There is no content from the app’s discovery feature — however, ads will still be shown on Feeds. Therefore, investing in Facebook Ads can help your brand’s content get on the Feeds tab and expand your brand’s reach there as well.

However, delighting the audience you already have should be your focus when it comes to Feeds. Notice that Feeds is separated into different sections — All, Favorites, Friends, Groups, and Pages. To stay top of mind for your audience, your company should have content in as many sections as possible, particularly All, Favorites, and Groups.

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Marketers should create Facebook groups that appeal to their audience’s interests. A great example of a Facebook group is Instant Pot Community. The group was started by the multicooker brand Instant Pot and is a space for Instant Pot users to share recipes, ask questions, and discuss their products. The group has over 3 million users.

To get your content to the All and Favorites sections, regularly post engaging content like short-form videos, livestreams, polls, and statuses. By keeping a consistent stream of quality content, your brand will appear in the All section regularly. If your content is compelling and includes CTAs telling users to add your brand’s page to their Favorites, you’ll have content in that section as well.

Meta’s change to Facebook’s feed means marketers will have to adjust their social media campaigns on the app, but the adjustment doesn’t have to be difficult. Leverage short-form videos like Reels, find livestream opportunities, invest in ads, and work to foster community — and that will keep your audience engaged whether they’re on the Home tab or Feeds tab.