Lean marketing is based on a book by Eric Ries called “The Lean Startup.” Lean methodology has three fundamental ideas: failing fast, agile development, and efficiency. Lean processes are about testing hypotheses and iterating often to increase the chances of success. Lean marketing is about using a feedback loop, iterating, and validating ideas to have successful marketing ideas implemented quickly. In lean marketing, small trial marketing campaigns are performed and analyzed, with the data being used to evolve the campaign. This is repeated often to precisely hone a successful campaign. Key elements of lean marketing campaigns are data, analytics, and testing.
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