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