SPM Midterm
mix model
"solves" for individual response of each business driver by relating changes in its level to changes in sales across time, try to isolate the individual impact of simultaneously occurring business drivers on key business results
agile strategy
--> tasks, stories, epics, themes, visions -->
ethical concerns regarding advertising
1. advertisements cause people to buy more than they can afford. 2. advertising overemphasizes materialism. 3. advertising increases the costs of goods and services. 4. Advertising perpetuates stereotyping of males, females, and minority groups. 5. Advertising often makes unsafe products, such as alcohol and tobacco, seem attractive. 6. Advertisements are often offensive. 7. Advertising to children is unethical.
promotional filters
1. content true to brand purpose 2. universal relevance to key audiences 3. plays on a big stage 4. mass, sustainable PR
profile development
1. determine value of profile with RFM 2. drive efficiency with segmentation 3. extend knowledge (cookies, tag management, appends, learning strategy - testing)
pecha kucha
20 images, 20 seconds per image
coca cola innovation
70/20/10: 70% of budget to well known programs (status quo), 20% to more innovative programs that have shown some promise, 10% high risk ideas
pareto principle
80/20 rule, 80% of sales come from 20% of customers
google innovation time
80/20: 20 percent of time working on what they think will benefit google most, more innovative time
pareto+ principle
95/5 rule, of that 20% (pareto) 95% of sales come from 5% of customers
examples of promotion stimulus
BOGO, coupon, sampling, experiential, member benefits (loyalty programs), share program, word of mouth, registration incentives
COPPA
Children's Online Privacy Protection Act; personal info from kids under 13: post a privacy policy that complies with COPPA, notify parents before collecting kids' personal info, get parents consent, honor parents' ongoing right to kids' info, protect security of kids' info
CAN-SPAM
Controlling the Assault of Non-Solicited Pornography and Marketing - Federal law that deals with those who use unsolicited emails for purposes of advertising: don't use false or misleading header information, don't use deceptive subject lines, identify the message as an ad, tell recipients where you're located, tell recipients how to opt out, honor opt-outs promptly, monitor what others are doing on your behalf
generations
Gen Y or centennieals, Millennials, GenX, boomers seniors, or greatest generation
B2B segmentation
Industry (NAICS and SIC codes) Size Geographic Location Product Usage Customer Value
Change is the law of life. And those who look only to the past or present are certain to miss the future.
JFK
metrics of CRM
LTV of customer and share of customer
SMART objectives
Specific Measurable Achievable Relevant Time-bound
ambush marketing
a brand's attempt to associate itself with a team or event without buying the rights to do so
new task
a business buying situation in which the buyer purchases a product or service for the first time
straight rebuy
a business buying situation in which the buyer routinely reorders something without any modifications
modified rebuy
a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers
refund
a cash return on "soft goods," such as food or clothing
promotion definition
a concentrated marketing effort to produce a desired business outcome by inspiring a defined audience to take action
family brand
a group of related products sold under one name
permission marketing
a program in which companies send promotional information to only those consumers who give the authorization to do so
buying teams
a team of buyers seeking vendors for their business; usually are in the buying mode
relationship stage
acquisition, up-sell, cross-sell, retention, winback
psychographics
activities interests opinions = AIO
why is marketing a digital profession
activities that were explicitly thought of as digital marketing are no longer for digital marketers, everyone is working in digital elements, touchpoint are now digital,
novice
ad hoc; no formal structure or process
digital ad fraud
ad seen buy robots instead of people
localization/adaptation
adapting to specific market and doing specific campaigns
principles of successful frequency programs
added value and reciprocity
usage
advantages: cluster scheme, find commonalities, purchase history, convert light and non users into heavy users
affective message strategies
advertisements trying to evoke feelings or emotions and match those feelings with the good, service, or company; includes resonance and emotional approaches
parts of IMPM message and experience
advertising management, advertising design
components of promotion
advertising, digital marketing, social media, alternative marketing, database marketing, direct response, personal selling, sales promotions, public relations
components of attitude
affective, cognitive, conative
external information search
after internal search, consumer who remains uncertain about the right brand to purchase undertakes an external search; gathered from variety of sources; amount of time depends on ability, motivation and costs versus benefits
sales promotions
all of the incentives offered to customers and channel members to encourage product purchases; consumer promotions and trade promotions
MarTech
all systems and tools necessary to make marketing possible today
comparative
allows an advertiser to directly or indirectly compare a product to the competition on some product attribute or benefit
unique selling proposition
an explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner
hyperbole
an untestable claim based on some attribute or benefit; often uses puffery terms
advertising frameworks
animation, slice of life, storytelling, testimonial, authoritative, demonstrative, fantasy, informative
hashed data
anonymized data
API
application programing interface, describes the ways a software program makes itself available for such interactions; determines whether software is open or closed system
types of briefs
assignment/project brief, technical brief, creative brief
emotional affective approach
attempts to elicit powerful emotions that lead to product recall and choice
funnel approach
awareness, consideration, preference, purchase, loyalty, advocacy; set of brands gets smaller and smaller as they go down funnel
profile value
based on cost per acquisition (CPA) and Lifetime value (LTV)
difference between good work and great work
being on trend
trade shows
benefit both manufacturers and retailers with opportunity to discover potential customers and sell new products
ethical issues in advertising
brand infringement, professional services marketing, gifts and bribery, spam and cookies, ambush marketing, stealth marketing
brand vs promotion
brand is ongoing, promotion is limited
solution seekers
buyers seeking solutions to specific problems and are in the buying mode
reinforcement seekers
buyers who want reassurance they made the right decision in past purchases
education seekers
buyers who want to browse, look, and learn but are not in buying mode
rebate
cash returns on hard goods, such as automobiles and appliances
influencer marketing examples
celebrities, content creators, customer advocates, employees
tracking marketing responses
changes in sales, telephone inquiries, response cards, internet responses, direct-marketing responses, redemption rate of sales promotion offers - coupons, premiums, contests, sweepstakes
trade contests
channel members provide trade contests to achieve sales targets and other objectives; winners receive prizzez or cash or spiff money
FTC categories
children, endorsements, environmental marketing, health claims, made in USA, online advertising and marketing, telemarketing
preemptive messages
claim of superiority based on product's specific attribute or benefit with the intent of preventing the competition from making the same or similar statement; effective when company states the advantage first
online evaluation metrics
click-throughs, dwell time, length of engagement, dwell rate
stakeholder divisions
client, agency/consultancy, vendor
overlays
combining two or more consumer promotions activities into a single campaign
IMC planning process
communications research, target market, product positioning, objectives, budget and IMC components
price elasticity
compares CD map, sales volume and price
resonance
connecting a brand with a consumer's experiences in order to develop stronger ties between the product and the consumer
marketing middleware
connections (DMPs, APIs)
brand preference
consider a small set of brands for which they have a strong attachment; when promotions are offered for one of their chosen brands, it becomes the one to be purchased; ignore promotions for brands not in the preferred brand set
ability to search
consists of a person's educational level combined with specific knowledge he has about a product and its category; more educated=more search; middle amount of information=most search (bell curve CB)
marketing experiences
consumer facing tech
internal information search
consumer recalls products that might satisfy an emerged need (brands she is willing to consider); brands with low brand equity or awareness quickly eliminated
parts of IMPM planning
corporate image brand management, buyer behaviors, IMC planning process
promotion tactics
coupons, sweepstakes, rebates, premiums, special packaging, cause-related, licensing
goal of the brief
curate
elements of the brief
current situation (trend, market condition, competitors, product description/state), goal or vision statement, SMART objective, target audience (demographics, psychographics), messaging theme (existing campaign, brand traits), support (media, seasonality, owned assets, merchandising), constraints or mandatories (logo, CTA, required integrations), budget (be specific but allow for creativity/scale if possible)
elements of a marketing plan
current situational analysis; SWOT analysis; marketing objectives; target market; marketing strategies; marketing tactics; implementation; evaluation of performance
data warehouse
customer database platform (CDP); includes name, email, phone number, home address or zip, history of every transaction, history of customer interactions such as inquiries, complaints and returns, customer survey results, self-selected preferences, promotion engagement history, 3rd party demographic data, RFM (LTV, real-time segmentation)
CRM
customer relationship management; provide a method to employ databases that customize products and communications with customers, with the goals of higher sales and profits
measurements of segmentation
customer satisfaction (cSat), lifetime value (LTV), net promoter score (NPS), churn rate
relationship (CRM) examples
database marketing, loyalty programs, analytics, omnichannel
profile vs database
database segments are mass; profiles are actionable (ID and channel)
how to test
define your population and what it is that you need to test, find a sample of similar prospects, take this sample and divide into a control group and treatment group, control group gets business as usual, treatment group gets experimental factor, evaluate what you found
intermediate
defined; structure is well defined, documented processes and standards, performance increasingly consistent
types of segmentation
demographics, psychographics, generations, geographic, geodemographics, benefits, usage
level of motivation
determined by level of involvement, need for cognition, and level of shopping enthusiasm; more motivation=more search
tie ins
developing a consumer promotion with another product or company
flanker brand
development of a new brand sold in the same category as another product
types of direct response marketing
direct mail, catalogs, mass media, internet and email, direct sales, telemarketing
generic messages
directly promotes the product's attributes or benefits without any claim of superiority; works best for industry leader
cost of acquiring a new customer
divide total marketing and advertising spend by number of new customers obtained
categories of buyers attending trade shows
education seekers, reinforcement seekers, solution seekers, buying teams, power buyers
IAP&MC "emerging trends"
emphasis on accountability and measurable results; explosion of the digital arena; integration of media platforms; shift in channel power; increase in global competition; increase in brand parity; emphasis on customer engagement
stealth marketing
entices consumers to look at a product through a personal contact without them realizing the person making the pitch is actually paid or compensated in some way
internet
environments (Google, Yahoo, FB)
experiential examples
events, sponsorships, sampling, digital (AR, VR, data collection)
vendor perspective
exclusivity or highest share of spend in area of expertise, trusted partner status, common usage (minimal customization), clear direction, straight rebuys
benefits
exercise example: winners, dieters, self-improvers
5 whys
exercise used to get to a deeper root of a problem or insight
trade promotions
expenditures or incentives used by manufacturers and other members of the marketing channel to purchase goods for eventual resale; includes trade incentives, trade allowances, trade shows and trade contests
types of brands
family brands, brand extension, flanker brand, co-branding, private brands
advertising appeals
fear, humor, sex, music, rationality, emotions, scarcity
geodemographics
fine tuned geographic, PRIZM, direct mail
1st moment of truth
first seeing product
types of premiums
free-in-the-mail, in- or on-package, store or manufacturer, self-liquidating
demographics
gender, age, income, ethnicity
premiums
gifts, prizes or the special offers consumers receive when purchasing products
role of a brand
gives brand recognition, distinction, differentiation, consumer confidence, personality, relatability
positioning advertising copy testing (PACT)
guidelines for advertising evaluation; -testing procedure should be relevant to the advertising objectives -in advance of each test, researchers should agree on how the results will be used -multiple measures should be used -the test should be based on some theory or model of human response to communication -the testing procedure should allow for more than one exposure to the advertisement, if necessary -in selecting alternate advertisements to include in the test, each should be at the same stage in the process as the test ad -the test should provide controls to avoid biases -the sample used for the test should be representative of the target sample -the testing procedure should demonstrate reliability and validity
facebook innovation
hackathons produce many successful products
epic
half year, 6 month bucket
costs versus benefits
higher perceived benefits=more search;
how to thing about testing
hypothesis -> operationalize -> test (track results under controlled conditions); have a definite answer to whether it worked or not
B2B decision making process
identification of needs, establish specifications, identify vendors, evaluate vendors, select vendor, purchase negotiations, post purchase evaluation
methods of distributing samples
in-store distribution, direct sampling, response sampling, cross-ruffing sampling, media sampling, professional sampling, selective sampling
experiential
includes events and more individual experiences, such as a demonstration of a product's performance, extra care/personal connection, and grassroots events. Its importance lies in its ability to stimulate an emotional connection and reinforce an essence of the brand
relationship (CRM)
includes strategies and tactics for segmenting consumers to build loyalty. it leverages database marketing, behavioral advertising and analytics to target consumers precisely and create loyalty programs
objectives of bonus packs
increase usage of the product, match or preempt competitive actions, stockpile the product, develop customer loyalty, attract new users, encourage brand switching
buyers
individuals given the formal responsibility of making the purchase
deciders
individuals who authorize the purchase decisions
gatekeepers
individuals who control the flow of information to members of the buying center
factors that make advertising difficult to evaluate
influence of other factors, delayed impact of the ads, consumers changing their minds while in the store, whether the brand is in the consumer's evoked set, level of brand equity
influencer marketing
influencer marketing focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to the larger market. in influencer marketing, rather than marketing directly to a large group of consumers, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf
types of co-branding
ingredient branding, cooperative branding, complementary branding
McKinsey Consumer decision journey
initial consideration set: consumer considers initial set of brands based on brand perceptions and exposure to recent touchpoint active evaluation: information gathering, shopping, add or subtract brands as they evaluate what they want moment of purchase: ultimately the consumer selects a brand at the moment of purchase postpurchase experience: ongoing exposure, after purchasing a product or service the consumer builds expectations based on experience to inform the next decision journey depending on experience, loyalty loop may be triggered (initial consideration set straight to moment of purchase)
motives to retain permission marketing
interesting content; account status updates; contests/sweepstakes; price bargains; entertaining
trade incentives
involve the retailer or channel member performing a function in order to receive the funds; cooperative merchandising agreement, premium or bonus pack, co-op advertising programs
direct response marketing
involves targeting products to customers without the use of other channel members
content marketing
involves various methods to tell the brand story. more and more marketers are evolving their advertising to content marketing/storytelling to create more stickiness and emotional bonding with the consumer
triage board
issues that arise are posted on the board, team quickly evaluates them and decide what to do, given constraints of existing commitments in progress
LTV
lifetime value; estimates the present value of future profits the individual or segment will generate over a lifetime relationship with the brand or firm; a customer's potential worth to the company
geographic
location based: shopper
standardization
lowest common denominator, simplest form that relates
frequency program
loyalty program; a company offers free or discounted merchandise or services for a series of purchases; encourage repeat purchases
marketing backbone platforms
management platform (suites, CRM, ecommerce)
evaluating overall health of a company
market share, innovation, productivity, physical and financial resources, profitability, manager performance and development, employee performance and attitudes, social responsibility
marketing operations
marketer facing tech
martech categories
marketing experiences, marketing operations, marketing middleware, marketing backbone platforms, infrastructure, internet
complementary branding
marketing of two or more brands together for co-consumption
keys to successful premiums
match the premium to the target market, carefully select the premiums (avoid fads, try for exclusivity), pick a premium that reinforces the firm's product and image, integrate the premium with other IMC tools (especially advertising and POP displays), don't expect premiums to increase short term profits
empowerment
means consumes believe they have power throughout the relationship and not just at the beginning when they agreed to join the program; can make choices about what to receive
advanced
measured; processes quantitatively managed by well-defined metrics, best practices are widely adopted, performance highly consistent
the _________ is the message
mechanism; innovation thrives when message, media, and mechanism all overlap
examples of content marketing
media, point of sale (POS), website, packaging, branded entertainment
Actual "emerging trends"
media: digital ad fraud, profile-driven channels & experience: VR, IoT, NLP (natural language processing), NUI (natural user interface) operations: MarTech and automation data : machine learning and AI
users
members of the organization who actually use the good or service
power buyers
members of upper management or key purchasing agents with the authority to buy
agency perspective
merchandisable campaigns and case studies, client appreciation, agency of record (AOR) status, increased full time equivalents (FTEs), higher hourly rates
client perspective
merchandisable success, consistent sales improvement, managed risk, protect working media budget, and lower non-working fees (fewer, cheaper, better people)
MVP
minimum viable product
multiattribute approach
model for evaluation of alternatives; attitude toward brand is determined by brand's performance on product/brand attributes and the importance of each attribute to the consumer; high involvement purchases
evoked set approach
model for evaluation of alternatives; consumers pick from the evoked set (not inert or inept); should be marketer's goal to get into evoked set
affect referral
model for evaluation of alternatives; low involvement products; saves mental energy; based on whichever one generates positive emotion
marcom objectives
more specific than marketing objectives; examples: develop brand awareness, increase category demand, change customer beliefs or attitudes, enhance purchase actions, encourage repeat purchases, build customer traffic, enhance firm image, increase market share, increase sales, reinforce purchase decisions
disadvantages of price-offs
negatively impact profits, encourage price-sensitivity, negative impact on brand image
love curve
new, dating, love, boredom, divorce; good for seeing where a brand is and who to match with; bera score
sweepstakes
no purchase is required to enter, consumers can enter as many times as they wish, probability dictates chance of winning
steps in building permission marketing program
obtain permission from customer; offer an ongoing curriculum that is meaningful; reinforce incentive to continue relationship; increase level of permission; leverage permission to benefit both parties
brand infringement
occurs when a company creates a brand name that closely resembles the popular or successful brand
types of trade allowances
off-invoice (a per-case rebate to paid retailers for an order), slotting fees (money paid to retailers to stock a new product), exit fees (money paid to retailers to remove an item from their SKU inventory)
consumer promotions
offered directly to customers and potential customers; coupons, premiums, contests and sweepstakes, refunds and rebates, sampling, bonus packs, price-offs, overlays and tie-ins
co-branding
offering of two or more brands in a single marketing offer
expert
optimized; consistently best-in-class performance, sophisticated analysis of causes and effects, processes continuously optimized, leading-edge developments regularly incorporated
5 level maturity model
organization is ranked as novice, practitioner, intermediate, advanced, or expert; companies strive for expert but it is rarely attained
influencers
people who shape purchasing decisions by providing the information or criteria utilized in evaluating alternatives such as engineers
share of customer
percentage of expenditures a customer makes with one particular firm compared to total expenditures in that product's category
"the law of shitty click throughs"
perpetual beta, takes no risk to improve quality of engagement
individual factors on B2B DMP
personality features, roles and perceived roles, motivational levels, levels of power, attitudes toward risk, levels of cognitive involvement, personal objectives
agile marketing methodology
plan -> backlog -> prioritize -> execute -> measure
big parts of integrated marketing planning model (IMPM)
planning; message and experience; distribution/channels (owned, earned, paid); risk, measurement and learnings
CD Map
plots brands based on distinctiveness (degree to which brands stand out from others) and centrality (how representative brands are); circles sized according to brands' performance on a financial metric
infrastructure
plumbing (cloud)
cognitive message strategies
presents rational arguments or pieces of information to consumers, ideas require cognitive processing; includes generic, preemptive, USP, hyperbole and comparative strategies
price sensitive
price remains the primary, if not only, criterion used in making a purchase decision, will not pay more for brand names, take advantage of any promotion that reduces price
methods of distributing coupons
print media (freestanding inserts FSIs), direct mail, on or in package, in-store (scanner delivered), digital, employee delivered
Consumer decision making process
problem recognition, information search, evaluation of alternatives, purchase decision, post purchase evaluation
comfort marketing
promoting branded products over generic using nostalgia
types of consumers in relation to consumer promotions
promotion-prone, brand-loyal, brand-preferred, price sensitive
private brands
proprietary brands marketed by an organization and sold within the organization's outlets
trade allowances
provide financial incentives to other channel members to motivate them to make purchases
brand loyal
purchase only one particular brand and do not substitute, regardless of any deal being offered, make necessary effort to purchase their chosen brand
stories
quarter, 3-month bucket
RFM
recency, frequency, monetary value
retail or shopper marketing
recognizes that a true win-win for manufacturer, retailer and shopper would require specific shopping insights, collaborative planning and solutions between brand and retailer, moments of truth
promotion prone
regularly respond to various consumer promotions and like to purchase products that are on-deal
parts of risk, measurement & learnings IMPM
regulation and ethics; evaluation
practitioner
repeatable; preliminary structure is emerging and some repeatable processes being used
contests
require the participant to perform an activity
agile marketing manifesto
responding to change over following a plan; rapid iterations over big campaigns; testing and data over opinions and conventions; many small experiments over a few large bets; individuals and interactions over target markets; collaboration over silos and hierarchy
types of brand activations
retailer/shopper marketing, experiential marketing, relationship marketing, promotion marketing, content marketing, influencer marketing
goals of frequency programs
retain customers, match competitor offers, gain a larger share of each customer's purchases
behavioral evaluations
sales, response rates, redemption rates, test markets, purchase simulation tests
cognitive message strategies
seek to lead directly to a consumer response; can support other promotional efforts
communication process
sender, encoding, transmission device, decoding, receiver, feedback; noise in between every stage
reciprocity
sense of obligation toward the company; consumers should be given rewards along the way, not just at the beginning
examples of retail marketing
shopper marketing, omni-channel (vs multi-channel), eCommerce, aCommerce (automatic, autonomous)
advantages of price-offs
simulate sales, encourage product trial, encourage brand switching, stockpiling and increased consumption
cognitive maps
simulate the knowledge structures and memories embedded in an individual's brain; illustrates links between pieces of information which can inform attitudes
SaaS
software as a service; monthly subscription to software, pay by the seat (# of individuals on software) ex: Slack
user stories
software development should be written from user's perspective, why a user would want that feature, as a "user's role" i want "desired feature" so that "benefit achieved"; apply to marketing to tell customer stories: as a "buyer's role" i would like "content or experience desired" so that "benefit/reason why"
what are the digital dynamics
speed (instant communication, instant change); adaptability (easy to change, testable); scale (scaling up audience is immediate); adjacency (steps between you and competitor); precision (target individuals)
task
sprint
agile sprints and strategy
sprints are the wheels, strategy is the steering; sprints offer flexibility in execution of strategy ; prioritize backlog according to strategic goals, understand tasks in context of strategic stories, minimize fire drills while sprint is in progress to maintain strategic focus, evaluate sprint accomplishments through the lens of the organization's strategic goals
two models for international campaign strategies
standardization and localization/adaptation
program measurement
start by asking question that will get you actionable results; hypothesis, operationalize, test, decide; did it work? use control and treatment groups
types of B2B sales
straight rebuy, modified rebuy, new task
criteria for reggie's judging
strategy in line with insights, overall originality of concept, integration/execution of materials/activation, results in achieving business objectives, building the brand
enticements for permission marketing
sweepstakes/chances to win; found site randomly; email required to access content; existing customer; friend recommended
price-offs
temporary reduction in the price of a product to the consumer; can be physically marked on the product or a POP display
sampling
the actual delivery of a product to consumers for their use or consumption
cooperative branding
the joint venture of two or more brands into a new product or service
ingredient branding
the placement of one brand within another brand
bimodal IT
the practice of managing two separate, coherent modes of IT delivery, one focused on ability and the other on strategy; mode one is traditional and sequential, emphasizing safety and accuracy (core); mode two is exploratory and nonlinear, emphasizing agility and speed (edge); should both be managed using agile; should be throughout organization, not separate teams; 70/30 investment
message strategy
the primary tactic or approach used to deliver the message theme; include cognitive, affective, and cognitive approaches
management metabolism
the rate at which an organization updates its shared mental model of the current state of the market, its opportunities , and what it could and should do given that understanding
Customer Relationship Management
theory (customer managed relations) skill (journey, personalization, data, analytics) system (CRM technology platform) media (returns vs savings) buying stage (acquisition, up-sell, cross-sell, retention, win back) programs (loyalty, drip, permission, frequency)
brief precedence
think about what template your company likes to use
Better Business Bureau
third party, independent, looks to regulate; National Advertising Division (NAD); National Advertising Review Board (NARB); Children's Advertising Review Unit (CARU)
promotion elements
time-bound, management, measurement, people, brand, hypothesis, stimulus, CTA - Call to action
parts of IMPM distribution/channels
traditional media; alternative channels, social media; digital marketing; database, direct response and personal selling; sales promotions; public relations and sponsorships
benefits of agile approach
transparency; clear roles and responsibilities (higher likelihood of delivery); value time differently; in keeping with digital pace; improved responsiveness; opportunity to design program extensions; promotes testing as a mindset; program management democratized
second moment of truth
trying the product
brand extension
use of an established brand name on products or services not related to the core brand
what makes up the buying center
users, buyers, influencers, deciders, gatekeepers
intent of learning agile and traditional
value beyond getting hired
VALS
values, attitudes, lifestyles; based on Maslow's hierarchy; innovators, thinkers, achievers, experiencers, believers, strivers, makers, survivors
marketing road map
vision, themes, and epics
what questions to ask to develop mvp
what marketing hypothesis does this MVP test? What metrics will serve as evidence of its success? What value does this MVP offer its audience? Does the MVP reflect the quality of our brand?
mechanisms
what the experience does and how it behaves; the mechanism is the message for experiences; inherently present in all touchpoints, can be a hindrance or a creative opportunity
bonus packs
when an additional or extra number of items are placed in a special product package
zero moment of truth (ZMOT)
when you google the product, B2B marketing by google
what makes big testing big
willingness to test big ideas, a big tent that encourages widespread testing across company, executive commitment to make testing a big deal
theme
year, 12 month bucket
