Definition:
Scrum
is an iterative and incremental work methodology for project management, deployed mainly in agile software development. The scrum methodology emphasizes functional software, the flexibility to change along with emerging business realities such as webpages, communication and collaboration.
The SCRUM has been implemented for years in all kinds of areas, from car production lines to marketing agencies.
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Scrum Participants
The three fundamental actors in the scrum methodology are the product owner, the scrum master and the team member:
- Product owners communicate the product vision to the development team and represent the customer’s interests through the establishment of priorities and needs.
- The steakholders are the company that commissions the project and are the largest interested party within the SCRUM environment. It is a non-active part and only participates in previous meetings and in the presentation of the product at the end.
- Scrum masters act as a connection between the product owner and the team. Their primary function is to remove obstacles that may prevent the team from achieving their goals, so they help the team stay productive and creative.
- Scrum teams generally consist of seven cross-functional members. For example, software projects include software engineers, architects, analysts, programmers, quality control experts, user interface designers, and testers.
In addition to the main roles, scrum teams also involve actors and managers. These have no formal function in the scrum and are involved in the process very infrequently. Its functions are called auxiliary functions.
Main documents within the scrum methodology
The SCRUM framework includes events and artifacts to better manage the methodology.
SCRUM Events
- SPRINT: It is the measure by which the members of the SCRUM team have divided the project. Sprints are deliverable and measurable units for steakholders that they can test and rate
- SPRINT PLANNING: It is the previous union to plan the sprint. They are usually long and set the tasks they will carry out throughout the sprint.
- DAILY/WEEKLY SCRUM: Daily Meeting of 15 minutes duration by which it is reviewed what was done yesterday, what will be done today and what impediments have been found.
- SPRINT REVIEW: Final meeting at the end of the sprint to assess the work by the Product Owner and give the OK to the sprint to move on to the next. The whole team participates in this event.
- SPRINT RETROSPECTIVE: Meeting after the review where it is put on the table what has gone well, what has gone wrong and gives rise to suggestions for improvement for the next sprint.
SCRUM Artifacts
- Product Backlog → They are the list of customer needs that we will divide into backlog sprints. These needs are realized in the previous meeting with the steakholders.
- Srpint Backlog → These are the divisions that can be delivered to customers and that we break down from the Product backlog. These divisions must be deliverable.
- Burn down chart: Shows the work left in the sprint backlog. It provides a simple view of sprint progress and can be updated every day. It also provides fast virtualizations for reference.
- Definition of Ready → When we decide that a product is to be delivered
- Definition of Done → It is established in srpint planning. It is the list of characteristics that a client establishes as optimal.
Arimetrics is a SCRUM certified digital marketing agency. This certificate in agile methodology gives us organization, process traceability and total transparency for our clients. We are Scrum, we are Agile.
Frequently asked questions about SCRUM
What does SCRUM mean in digital marketing?
SCRUM refers to the concept described in this glossary entry: Definition: Scrum is an iterative and incremental work methodology for project management, deployed mainly in agile software development. The scrum methodology emphasizes functional software, the flexibility to change along with emerging business realities such as web pages, communication and collaboration. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to SCRUM?
Teams should review SCRUM when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is SCRUM used in a digital strategy?
SCRUM is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting SCRUM?
A common mistake is using SCRUM too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.