An engineering approach to marketing
The rise of the CTMO
Hi! I’m Martin Gontovnikas, but everybody calls me “Gonto”.
I’m a software engineer that now works on Marketing. Wait, what? Yes, I found a way to combine my two passions and apply my engineering thinking model to marketing.
The engineering approach
Marketing is all about sending the right message to the right audience to get an expected response. Even though this sounds easy, it’s certainly not. An engineering approach lets you decompose this big problem into smaller pieces that you can tackle by running continuous experiments that are validated by data.
Decompose your problem into smaller pieces.
Every problem can be decomposed into smaller pieces that are easier to think about, and therefore, easier to solve.
Formulate a hypothesis for each.
Based on data, you can create a hypothesis of why the problem is happening and what you can do to solve it.
Define a metric, a timeframe, and a goal.
Every hypothesis must be measurable and quantifiable. To achieve this, you must choose a metric and a goal so that you can decide whether the experiment is a success or not.
Run the experiment.
It's execution time! Run the experiment for as much time as you defined in the previous step.
Verify the data.
Once the execution time has passed, you have to check if the value for the metric you chose reached the goal or not. If it did, you can call the experiment a success.
Iterate and pick your next problem.
Once you've called the experiment a success or a failure, it's time to tackle the next one!