Tag Archives: analytical

A Marketer’s Guide to Agile Development – 3 Lessons from Today’s Workday

Lesson: Even if you have a Dremel rotary tool hanging in the garage, sometimes that old putty knife in the drawer can still come in handy.
Today I took my department offsite to grok out a complicated analytical task. It had a lot of moving parts. After examining all the analytical and sharing tools at our disposal, SPSS, SQL, Meetingplace, Sharepoint, Wikis, KJ technique….I confidently selected the right tools for the tasks. The winner: MS Excel and a screen projector. With the addition of some comfy chairs and quality snacks, it got the job done.

Lesson: Know the difference between minutiae and details. You can probably get away with ignoring minutiae – not so much on the details.
The facility at which we held the session failed again and again to sieze opportunities to help us work efficiently. They sent us up to a room they said was open and wasn’t. Fifteen minutes lost there. The whiteboard and phone were there as promised, and the comfy chairs too. Good. Uh oh, electrical outlets 12 feet from the table, no power cords anywhere. Twenty minutes lost there improvising a new set-up. Tasty lunch, all the orders gotten right, on their seventy-five minute pacing instead of our forty-five. How many times have I seen my beloved Red Sox hit the ball well enough, but rack up enough errors to lose the game? It felt a little like that today.

Lesson: The most unlikely things can make the difference between victory and defeat. Despite the challenges, we got it done. Why? We’re professionals. We’re motivated. We genuinely like each other. We kept the process simple enough so we wouldn’t get lost in the weeds. And we had snacks. One place this facility overdelivered on was the cookies. Okay, they overdelivered them twenty minutes after we finished lunch, but they were better than… a lot of things in life. They injected the sugar rush that got us to the finish line. Who knew? Well, I did. Cookies and Excel. Sometimes it just works.

A Marketer’s Guide to Agile Development – Backlog Bingo

My own requests to get on sprint backlogs are often analytical – that whole measuring success thing, for a variety of reasons: (1) enhanced analytics the business didn’t realize would be needed when a feature or function originally went live (2) basic tagging that should have been included when a feature or function went live but didn’t make it into the original sprint(3) tag modifications made necessary by site changes (4) repairs to tags that worked in test but for some reason broke in production.

Save your comments, I know Scenario (4) shouldn’t happen. Neither should petroleum-coated pelicans, decaf espresso or the Heidi & Spencer union, but hey, what can I tell ya?

Delivering working software is priority numero uno in an Agile development environment. Now analytical tagging is software, but it’s not the kind you can point to on a screen when your buddies are over and say “See that page? That was me.” So how will you get it prioritized over the other coding projects that result in something you can screenshot and put into a slide presentation? Or a developer’s resume? Or a fellow marketer’s resume?

Marketing has to lead the way in fostering a corporate culture that values the measurement of success as an integral and non-removable part of any website initiative. A healthy Agile environment begets continuous improvement – and continuous improvement requires baselines and monitoring to keep score.

If coding that enables measurement isn’t considered valuable software, then your analytical requests simply may not make it. Sexier coding tasks – the ones you can see, hear, click, monetize – will rise to the top of the sprint list – and your analytics request will go to shady, grassy section of the backlog to live with Jesus and Ronnie James Dio.

Tracking the success of what you build is not an enhancement or a feature or an add-on. It’s what marketers and developers need so they will know what to do next to dynamically enhance performance. And what could be sexier than enhanced performance?