I am a huge fan of bringing best practices of one industry into another. I believe it really adds enormous value to a function. I tried to implement my ideology and used my manufacturing industry experience in digital marketing in one of my consultancy assignment.
My task was to design a simple but effective process for campaign planning and reporting. After few rough versions I finally decided to use Deming cycle in my process.
What is Deming cycle?
As per Wikipedia:
Establish the objectives and processes necessary to deliver results
Implement the plan, execute the process, and make the product.
Study the actual results (measured and collected in "DO" above) and compare against the expected results (targets or goals from the "PLAN") to ascertain any differences.
Request corrective actions on significant differences between actual and planned results. Analyze the differences to determine their root causes. Determine where to apply changes that will include improvement of the process or product.
Marketing campaign process based on Deming cycle:
If you look at above slide, this will tell you steps on how we laid down a process for campaign planning based on deming cycle
This is a very simple looking process but it is very effective especially because of its cyclic nature which gives you enormous possibilities of improving your campaign performance. And one other good thing is that it is very easy to explain to any marketer.
We used this process not only to improve a single campaign but also recorded learning and incorporate in future campaigns of similar nature.
Let me know how do you like this process and do share if you have some more similar ideas