'Expected Value' can help you with Owned Marketing Governance
But you need Agents to measure, track, and manage Expected Value at Scale
I have a lot of conversations with leadership across Marketing and Product functions and a frequent and intense topic is Governance.
🏛️⚖️📜
Here are some assumptions that everyone seems to share - one might even call them facts:
➡️ Businesses have to generate More Value for and from their customers (higher activation, higher engagement).
➡️ Businesses have to Spend Less to generate that value (lower CAC, less retargeting).
➡️ Competition for customer attention is fiercer than ever (discounts are a race to the bottom).
💡 The 3 points above make the 4th point obvious:
➡️ Businesses have to use their owned media/channels more effectively (effectiveness = revenue output, efficiency = effort input)
In other words:
Razor Thin Margins that Only Work at Scale and which Assume Extremely Low Customer Acquisition Costs
- is not a viable business model in 2024.
So far so good.
But Businesses are composed of parts, and those parts have to operate somewhat independently. 🗳️
A large business has multiple business and product verticals. For example, a commerce app has different category/product-line verticals.
The leadership of each part recognises the first 3 bullets above, and arrives at the 4th point: They need to use channels more.
This is where Governance becomes the problem.
🤔 😵
Your super app has a 🚗 ride-hailing team sending messages, and a 🥡 food delivery team sending messages, and a 💳 payments team sending messages.
They're all sending to the same users at the same time. 🚫🛑
Even if your app *only* does Food Delivery, you still have:
a general marketing team sending notifications about vouchers & offers,
a product team sending lifecycle messages about the customer's wishlist,
a merchant partner team sending notifications on behalf of their restaurant partner,
and on and on.
It's a mess. Every leader I speak with knows it's a mess. That's why Governance is at the top of everyone's Priority List.
🏁Coordination and Orchestration🏁
Here's the good news: You don't have to wade into a political war that will burn up a entire quarter of your financial year while you resolve it and arrive at some set of Rules that satisfy none of the teams and isn't followed anyway. 🗑️🔥👎
Instead, shift most of your tactical decisions to agents - agents like Aampe provides - and get Governance as a feature. 🤑📈🙌
Your app is like an economy with different Agents (teams) using Resources (your channels and offerings) to maximise their Value to the business.
You can decide whether you want your app to work more like a:
Command Economy - enforce centralised rules about what message is sent when,
Market Economy - revenue optimisation decides what message is sent when, or
Mixed Economy - set guidance targets and then let the system manage traffic within those guide rails.
If Governance is on your mind, make it your mission to learn how Agents make Governance far more feasible than ever before. Better Governance can help you hit your business and marketing goals today.
