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Agile marketing focuses on producing high-value results by working in short bursts to achieve goals. An agile marketing process is also constantly iterative to ensure productivity and efficiency.
Measuring the success of an agile marketing process is crucial as it helps monitor processes and ensure everything is on track – that’s where agile metrics come in.
In this post we will discuss:
What are Agile Metrics?
Agile metrics are tools that help marketing teams measure the progress and productivity of marketing activities, stay on track, and address roadblocks. Agile metrics are most effective when tailored to the specific needs of individual projects.
Agile metrics can be used both at the team and individual level. At the team level, they help assess the overall health of marketing activities and identify potential bottlenecks. On an individual level, they can help identify areas of improvement for each team member based on their progress.
The importance of agile metrics
Agile metrics are important because they help track progress and identify areas for improvement.
Agile metrics also:
- Increase productivity by providing visual representations of project timelines so stakeholders can understand what’s next.
- Build accountability and transparency among stakeholders so everyone knows what is expected of them and their teams.
- Improve communication between team members because agile metrics give specific insight into project progress so people can start conversations based on metrics and data.
- Help managers and leaders identify risks and potential issues early on based on historical agile metrics, helping them improve processes and save time.
Types of Agile Metrics
There are three main types of agile metrics, which we will describe below.
- Scrum metrics: Scrum is a process in which work is done in sprints to quickly execute small projects that eventually form larger projects. Scrum metrics analyze sprint performance and show how much work was done during a given sprint.
- Kanban metrics: Kanban processes use visual cues to track progress over time. It is usually based on a project board, which is divided into columns that represent stages in the workflow. Kanban metrics help you understand workflow efficiency, organize and prioritize work, and the amount of time invested in achieving results.
- Lean measurements: Lean processes help reduce the time it takes from the time a task or project is requested to the time teams complete it. Lean metrics measure productivity and quality of work results, help get rid of activities that do not benefit results, or get work done quickly.
Key Agile Metrics
Below we will look at some of the most common agile metrics.
1. Sprint Burndown Chart
Agile Metric Type: Scrum
A sprint burndown chart shows the work that is left and has already been done in a given sprint. It also shows the amount of work done over time.
Sprint burndown charts provide a visual representation of this data and can predict the likelihood that the team will complete their work in the available time.
2. Cumulative flow chart
Agile Metric Type: Kanban
A cumulative flow chart is a graphical representation of work in progress. Specifically, it shows work already done, work currently in progress, and tasks yet to be started. The chart helps you visualize how stable your process is and helps you identify problem areas that need to be addressed.
3. Timing diagram of the cycle
Agile Metric Type: Kanban
A cycle time diagram shows the amount of time it takes to complete a task. It helps you identify areas where your process can be modernized and streamlined for future productivity, and understand the effects of the strategies you implement.
Since your overall goal is likely to be a shorter cycle time across all projects, the diagram will help you understand the length and identify areas for improvement. Cycle time is a minor part of the flow time metric, which we will discuss below.
4. Time of execution
Type of agile metrics: Kanban
Preparation time is the time it takes to complete a task from start to finish. It builds on the cycle time measurement, but adds the amount of time between the requested task or project and its start.
For example, you can use the time-to-delivery metric to analyze how long it takes from the time new marketing copy is requested to the time it is delivered.
5. Speed graph
Agile Metric Type: Scrum
Velocity is the speed at which a team can complete work during a sprint. It measures how quickly teams complete a task and determines whether they are on track to meet deadlines. It can also predict the team’s future capabilities and help ensure you don’t commit to a timeline you can’t meet.
Slower speed means teams need more time to complete a task, so it may be helpful to identify areas you can streamline to speed up the process.
6. Combustion chart
Agile Metric Type: Scrum
A burndown chart tracks progress over time. The graph has two lines, one showing the estimated amount of work and the other showing the actual work done.
This metric helps you compare expectations to the amount of work done, which can help you understand team performance and identify areas for improvement.
The right agile metrics help you and your teams stay productive and focused.
The choice of agile metrics depends on the specific needs of your marketing activities. When you choose one, you’ll get a bigger picture of your team’s productivity and marketing processes, which will help you identify bottlenecks, optimize your strategies, and achieve your business goals.
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