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The 4C’s of Lean Marketing
DDMA 16 May 2014

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• Hello
• Lean Marketing
• Lisa Simpson
• Data Driven Marketing
• The 4C’s

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Hello, I’m Saul.
Think lean
Look not so lean

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Lean Marketing
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The communication framework used
by businesses to achieve their
objectives.

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Skeleton
Business
Structure
Anatomy
Business Processes
(How you do things)
Personality
How you
Communicate
DATA
Structure defines
the processes
Processes feed
the personality

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• Set your objective / milestone
• Create your hypothesis
– Time
– Success level
• Get out of the building
• Review

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Did Lisa Simpson invent
the Lean Start Up?
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Did Lisa Simpson invent
the Lean Start Up?
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The 4C’s
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It’s not that is important
it’s the

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’
• CUSTOMER
– The hypothesis: who you after? what do they
want?
• CODE
– How are you going to engage
• CALIBRATION
– Of the tools at your disposal
• CONSISTENCY
– Repeat what works until it fails
– If it fails start again.

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Thank you