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Every Monday I set about planning a new ‘Sprint’ for my small marketing team. If you’ve never heard of this term before, it’s a term used the Scrum software development methodology. In this methodology you have a planning stage, an implementation stage (that’s the Sprint), a daily huddle or standup meeting, and then a retrospective.

I don’t follow Scrum exactly because I have a small distributed team, with team members in Australia, Philippines and Eastern Europe. I find it difficult to have a daily huddle for example across such different time zones. (I’d like to have one though; definitely something to work on).

I do however have a very detailed planning time at the beginning of the week. I find that being very organised prevents fires and saves time on rework due to miscommunications. I really don’t like urgency and dramas. (Who does??)

I start by going through all the tasks that have been marked as ‘Done’ on my weekly sprint board. (I use Monday.com for the board). Time for a quick review of the comments that my team input into the system. I ask questions like:

  • Is this task really “done”?
  • How long did it take?
  • Does my team require further training or better systems to complete this task more effectively and/or faster?
  • Are there any new tasks that have come out of this task?

These Done tasks get filed against my client projects and shared with the client for full transparency.

Any new tasks are captured in the next sprint, or on the individual project boards which I use as a repository of future and completed tasks for a project.

I then brainstorm any more tasks that might need to be completed in order to move the whole project forward, and/or I refer to previous lists of tasks I may have planned out when planning the project. I also go through all my emails that have been tagged as containing outstanding tasks. Its surprising how many little tasks can become lost and forgotten in the never-ending sea of email.

All of the tasks are divided up by task type. I currently have internal tasks (admin, internal sales and marketing and process development), account management tasks (customer service), and then the separate main services split out – Google Ads, Google Analytics, Google Tag Manager, Google Data Studio. I train a team member in my processes for each of these categories, but since there is cross-over I allocate a team, a specific person if only one person is relevant, a project or client, and a due date (everything due at the end of the week so that makes it easy).

By planning one week at a time it forces us to become granular enough to come up with tasks that can be completed within a week, which is helpful because bite-sized tasks are easier to digest and complete.

I do also have a column for estimating how long a task should take, but lately I have stopped using it. I started to find that the planning was taking too much of my time and I found it easier to have more of a birds-eye view of all the tasks rather than trying to plan out how long each thing would take. You need a balance between planning everything out and letting some things happen as they happen. To some degree it always “takes along as it takes” – a phrase that infuriates project managers to no end 😊

At the moment we’re still a small and nimble agency with around 2-3 FTEs, so it will be interesting to see how this planning process changes over time as we grow. I like this system because the different tasks are grouped by the software being used more so than the project, which enables more efficiency if you can do several tasks of the same type one after the other.

Another way that we try to improve effectiveness, both in the planning and in the doing, is by limiting ourselves to a small range of projects. That way we can grow our expertise in those projects. We purely focus on Google technology, and we focus strongly on collecting, using and understanding data to make our decisions.

Kiara Buccella Google Ads
The Quantified Web has managed the Mayfair Hotel’s Google Ad campaigns for almost two years now.
We have had a wonderful experience with Petra, she demonstrates great care for her clients and is proactive in providing insights and suggestions on how to optimise performance.
Petra is thorough and efficient in her communication and we would certainly recommend her to others businesses.

Kiara Buccella Marketing Executive of Mayfair Hotel Google Ads Management April 26, 2021

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020