How Six Sigma Can Help Marketers?

07-May-2021

What is six sigma?

The six sigma methodology is a set of tools and techniques which help team leaders and project managers lead and direct projects in a much more efficient and effective way. Businesses and organizations all around the world have adopted the six sigma methodology as the most trusted way to reduce the number of defects in their digital marketing processes and the most trusted way to increase the business output too. One can learn how to increase the business output by getting Six Sigma Certifications.

The six sigma methodology is so effective because it offers the team leaders and project managers of the corporate world a very organized and systematic way to eliminate errors in their business processes and to increase the quality of their business output.

The six sigma methodology has become immensely popular because of the effectiveness of the tools and techniques which it provides to the team leaders and project managers of the world. It is hard to find a single business or organization in the corporate world today which does not make use of the six sigma methodology. One can learn more about the popularity of the six sigma methodology by getting the Lean Six Sigma green belt certification.

Six sigma in digital marketing -

The six sigma methodology has several applications in the field of digital marketing. We will list a few of them in this article. We will start by explaining and elaborating upon the DMAIC approach which the six sigma methodology propagates. In order to learn more about the DMAIC approach one should get the Six Sigma green belt certification.

1. Define -

Before attempting to solve any problem, it is wisest to define it properly first. You may have heard of the saying – “the enemy unknown is twice as strong as the enemy known.” This is doubly true for the problems which arise in the field of digital marketing.

The nature of the field of digital marketing is such that any problem which arises in this field appears as very enormous and insurmountable. This means that it appears in the beginning that the problem can not be solved at all or that no solution to the problem exists.

In such cases it is best to try to define the problem fully first before we throw up our hands in despair and hopelessness. If we take some time to define the problem fully all its characteristics and all the various details and aspects of the problem will become clear to us. This approach is discussed in the Six Sigma green belt certification.

When we will have a clear idea of the problem we will be able to visualize and perceive its various details and aspects properly and we will be able to go about finding a solution to the problem much more effectively.

So six sigma offers us the tool of defining the problem fully. With a clear definition of the problem it will not seem so enormous and insurmountable as before and we will be able to approach it with much more enthusiasm and confidence.

2. Measure -

It is all well and good to make efforts. But after making efforts we should try to take a step back and see whether those efforts are bearing fruit or not. In other words, we should check to see if our efforts are giving us any positive results or not. If we don’t get any positive results then there is not much point to making the same kind of efforts over and over again.

In fact, if we keep making the same kind of efforts over and over again without checking to see if they are bringing any positive results or not, we will not be able to realize if the efforts are ineffective or even detrimental to our project. Since we are not keeping ourselves in touch with what kind of results our efforts are bringing, we will keep wasting our resources on less than optimal efforts without getting positive results.

While it may sound strange to call efforts detrimental it is often the case that when we try to solve a problem we end up making the situation much worse than it was before because of our misdirected efforts. So we should make sure that the efforts we will put in to solve any problem or make any situation better will actually do so. We can do this by measuring the results of our efforts.

The six sigma methodology provides us the method called ‘Measure’ in which we perform small tests or small experiments and make tiny efforts. Then we measure the business output or the results of our efforts and we check whether they are positive, zero, or entirely negative. One can learn how to check the results by getting the Six Sigma green belt certification.

If the results are positive, we continue with our current line of efforts and we continue to reap the fruits of our labours. If the results are negative we stop our current line of efforts and try to find out what parts of our efforts are defective and then modify them accordingly. Then we start a new line of efforts.

If the results are zero then we can clearly see that our current line of results is not bringing us any net profit. So we abandon that line of efforts and try to discover a new and profitable line of efforts.

3. Analyze -

Intelligence is defined as the power to analyze things from their proper perspective. So analysis is more or less synonymous with intelligence. In the context of six sigma, analysis means that we have to analyze the various aspects and characteristics of our digital marketing efforts through the lens of six sigma.

For example if we have recently launched a new website to showcase and market our product to the general public, there are a lot of metrics and miscellaneous aspects of the website that we can analyze. We can analyze the number of clicks the website is generating. We can derive a lot of valuable information by analyzing the number of clicks.\

We can analyze on which days the website generated the largest number of clicks, on which days the website generated the lowest number of clicks, on which days the website generated clicks at the fastest rate, and on which days the website generated clicks at the slowest rate. One can learn how to ask questions like this by getting the Six Sigma green belt certification.

By collecting and analyzing all of this data we can find out on which days do the most visitors visit the website, on which days the most interested visitors visit the website, on which days the most uninterested and casual visitors visit the website, and so on. With the help of this information, we will know on which days we should place the special discount offers on the website and on which days they will be seen by the most people and on which days they will be clicked on by the most people.

4. Improve -

The next step in the DMAIC approach of the six sigma methodology is ‘Improve.’ According to the results of our analysis we can modify our approach and the line of our efforts in such a way that the results of our efforts become much more profitable.

So this step consists of suggesting improvements to our approach in solving problems and it also consists of improving our data collection and data analysis methods. The Six Sigma green belt certification discusses how one can think of suggestions like this.

In the context of digital marketing improvement means setting up new processes of marketing, data collection, data analysis, and outreach efforts.

5. Control -

When we set up new processes of digital marketing after carrying out analysis and improvement we also have to take care to make sure that the new processes are sustainable. We can do that by setting up control guidelines which enforce certain policies across all the new processes. One can learn how to formulate control guidelines properly by getting the Six Sigma green belt certification.

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