Oct 18, 2023 1050 reads

Promising Predictions of Black Friday and Cyber Monday 2023

As Black Friday draws near this year, the excitement and anticipation are running high, much like in previous years. Our team's successful management of advertising campaigns last year has set the bar high for our expectations this time around.Impressive Results from Last YearIn the previous year, we achieved exceptional results, with a remarkable 208% increase in revenue and a significant 40% boost in sales when compared to the previous year. We gathered this data by analyzing the performance of our Black Friday campaigns across five different e-commerce platforms. These achievements stand as a testament to our ability to adapt and grow, even in the face of challenges.Predicting Changes in OpportunitiesLooking ahead to this year, we foresee a shift in the landscape that may present even more promising opportunities compared to the previous November. Some brands and marketplaces are expected to reduce their Black Friday investments, which could lead to a more level playing field and increased expectations for us.Critical Preparations for SuccessIn the world of digital marketing, success hinges on meticulous planning and seamless execution. To ensure a smooth journey from campaign setup to the November launch, thorough preparations are essential. This involves paying close attention to every detail, with a particular focus on elements that have a significant impact. To set the stage for success, it's highly advantageous to have preparations such as measurements, campaign setups, media ad bookings, and content editing well in advance, ideally several months before the big day. This approach simplifies tasks and allows us to focus our efforts when the crucial November period arrives.A Positive Outlook for the FutureWith these preparations in place, the outlook for this year appears highly promising. We could potentially witness a doubling of our sales and a four- to five-fold increase in revenue. It's important to note that these estimations are optimistic and the actual results may exceed them significantly. Factors like our product range, inventory depth, and brand visibility will play crucial roles in determining the final outcome. These estimations provide a general overview, and the real results could surpass them even more substantially. 🚀

Mar 5, 2023 2099 reads

What is Enhanced Conversion Tracking?

One of the most important aspects of performance marketing is being able to measure campaigns accurately. Properly measured campaigns give you the chance to bid more precisely and target more effectively. However, your data is not always measured correctly. This can negatively impact your campaign performance and all related efforts. What you need here is a feature that allows you to track your data as close to accuracy as possible.It’s a fact that the work you do in Google Ads and the data you see on your analytics platform never fully match. If you want to improve the accuracy of your Google Ads data and make your subsequent optimization steps more precise, the first thing you should do is enable Google Ads’ Enhanced Conversions feature.What Is Google Ads Enhanced Conversions?Enhanced conversions are designed to increase the accuracy of your data in Google Ads. The goal is to take the first-party customer data that users leave on your website, hash it with a one-way algorithm, send it to Google, and thereby improve your existing conversion tracking measurements. Throughout this process, customer privacy is maintained and user data remains anonymous. First-party customer data is hashed before being sent to Google, and then matched to signed-in Google accounts to enhance the metrics you track as campaign conversions.How Do You Benefit from Enhanced Conversions?One of the greatest advantages of enhanced conversions is that they reduce uncertainty about which actions are most effective and deliver results, while also helping you move forward with more concrete data. This enables Google to improve the optimization of your campaigns. So, what are the benefits for you?1. Helps you better analyze the journeys of your existing and potential customers. 2. Enables you to progress your campaign-focused optimizations more accurately using enhanced conversion data. 3. Allows you to target campaigns with more precise data.How Does the Enhanced Conversions Process Work?Let’s illustrate the process with a concrete example. Imagine you sell shoes on your website. A visitor first clicks your ad on their work computer but doesn’t make a purchase. Later, they log in with their personal email on their phone and complete the purchase. The data collected in this scenario (email, phone number, etc.) are first-party data and are shared with Google. When the visitor clicked your ad, they used their work email. One method of verifying email identity is phone verification. The phone’s authenticator helps match the phone number used during the purchase to the work email. Thanks to enhanced conversions, this user is recorded as a single user by matching the first-party data. Without enhanced conversions, the visitor’s actions from different accounts would not match, and Google would record two separate users. Depending on the type of enhanced conversion used, the algorithm processes the data in different ways to improve measurement. Google summarizes this process as follows: Source: https://support.google.com/google-ads/answer/9888656?hl=en-GBWhy Use Enhanced Conversions?Enhanced conversions offer many benefits. If you’ve struggled with mismatched analytics and Google Ads data before, you know how valuable accurate data is. As privacy regulations tighten, it becomes harder to access user data. Enhanced conversions increase advertisers’ chances of obtaining first-party user data. More Conversion Data: With current privacy laws and third-party cookie restrictions, a lot of data goes unmeasured. Enhanced conversions’ hashing algorithm makes much of that data trackable. More Reliable Data Analysis: Campaigns based on enhanced conversions can be used more securely. In Google Ads, “data-driven attribution” and smart bidding strategies enable much more effective optimization decisions. First-Party Data: Privacy laws have severely restricted third-party data. Instead of relying on less reliable third-party data to measure conversions, using first-party data is a safer approach.Setting Up Enhanced Conversions in Google AdsBefore implementing enhanced conversions, the first step is to ensure compliance with the Google Customer Data Policies. Once that’s confirmed, you can set up enhanced conversions in several ways.1. Setup via Google Tag ManagerFirst, go to Tools & Settings > Conversions in your Google Ads account. Select the primary conversion action that matters most to you and click it. Under “Enhanced Conversions,” click “Turn on enhanced conversions” and select “Google Tag Manager.” Then use the “Check URL” feature to verify whether the Google tag is installed on your site. After that, follow the instructions here to complete setup in Tag Manager.2. Setup via CodeYou have two options for code-based setup: CSS Selectors: If the thank-you page already contains first-party user data, no additional code is needed. Google scans the page for that data to process enhanced conversions.The guide linked above details how to configure enhanced conversions using CSS selectors. JavaScript: If the customer data are defined as JavaScript variables on the conversion page, you can map those variables in the enhanced conversions snippet. The same guide provides detailed instructions for implementing enhanced conversions via JavaScript. Finally, you can use the Google Ads API to send first-party customer data as conversion adjustments. For details, see the API documentation.Troubleshooting After SetupIf enhanced conversions don’t work after setup, verify your configuration.1. Are Enhanced Conversions Working?Once set up, it can take a few days for data to appear. Check the “Status” column for progress. You can also click into the conversion action and view the “Diagnostics” tab for details. 2. Verify Global Site TagWhen configuring enhanced conversions with the global site tag, you may see a “Tag Not Detected” error. This often occurs if the URL is entered incorrectly or if the tag isn’t implemented on your site. Ensure that the enhanced conversion steps are configured via GTM or gtag.js correctly.Key Points About Enhanced Conversions- Data collected via enhanced conversions are fully anonymous. You cannot identify which specific users performed actions via your ads. Enhanced conversions do not grant access to personal data. - Enhanced conversions only work for the conversion actions you have configured. - More and more accurate data is always better for advertisers. Given current laws and restrictions, the enhanced conversions feature provides you with far more—and far more accurate—data than you’d normally obtain. Understanding which conversion events your ads influence in the customer journey provides invaluable insights. - You can easily set up enhanced conversions from your Google Ads interface. It’s a one-time setup per conversion action, not per campaign, which is sufficient to start measuring.

Nov 18, 2022 6389 reads

10 Google Sheets Tips That Will Make Your Life Easier

Google Sheets (formerly Spreadsheets), a fully integrated product of Google, is used today in many fields and for many tasks. The widespread use of this tool is due to the usefulness it offers to its users, its compatibility with other tools and programs, and its many functions. In this article, we have given tips on how to use the Google Sheets tool more effectively and efficiently.What Is Google Sheets?Google Sheets is undoubtedly one of the most important programs that make our lives easier, especially if you work in a company that uses Google tools or in an industry where you are constantly interested in dynamic data. Sheets, which is also compatible with Microsoft Excel, is one of the most important parts of Google Docs. It is a type of Spreadsheet with numerous services such as editing complex data, and the possibility of common use thanks to its online-based nature.History of Google SheetsGoogle Sheets is from XL2Web, a web-based spreadsheet application developed by 2Web Technologies, founded by Jonathan Rochelle and Farzad "Fuzzy" Khosrowshahi. XL2Web was acquired by Google in 2006 and turned into Google Labs Spreadsheets. On June 6, 2006, a test version was released for a limited number of users on a first come, first served basis. The limited testing was later replaced with a beta version that was made available to all Google Account holders at about the same time as the release of an official announcement press release.In March 2010, Google acquired the online document collaboration company DocVerse. DocVerse allowed multi-user online collaboration on Excel-compatible documents as well as other Microsoft Office formats such as Microsoft Word and Microsoft PowerPoint. Improvements based on DocVerse were announced and deployed in April 2010. In June 2012, Google acquired Quickoffice, a free proprietary productivity suite for mobile devices. In October 2012, Google Spreadsheets was renamed Google Sheets.If that much general culture is enough, let's get to the tips.10 Google Sheets TipsGoogle Sheets, which allows performing many operations from simple to complex, has many different functions. While some of these functions are very often used and widely known, some very useful functions are not known to everyone. These tips will come in handy to help you use Google Sheets the way it works best for you.1. Dynamic ReportsUndoubtedly, the biggest convenience and the reason why Google Sheets is preferred is that it provides multi-use at the same time thanks to its online-based nature, and dynamic reports and dashboards can be created with internet-connected data sources. Google Sheets is for you, especially if it is of great importance to constantly monitor metrics, such as digital marketing, hourly, maybe minute by minute.If what you've read so far hasn't lit a light bulb in your mind, let's think together. If you have 3 different constantly updated data sources in your hand, if it is important for you to be able to follow these sources instantly and you have to keep track of these files that you have downloaded in different formats on your computer, you can combine these sources in one file thanks to Google Sheets and access their sources with the right methods (more on this one by one in a moment). You can get self-updated reports that you can follow forever, at once.2. Add-onsAdd-ons... In their simplest form, they are user-created scripts that run within Google Sheets, Docs, Slides, and Forms. With these mini scripts, you can get some data you want from free APIs, you can easily do many tasks that you have difficulty doing manually with one click, and you can set up an automation that will rock developers without requiring any coding knowledge.In order to access the add-ons, you can click on the Extensions menu in the top menu and then the Get add-ons section, and select the add-on that suits your needs.Caution: Installing unreliable add-ons can be dangerous for the security of your data.3. importrange, importxml, importhtmlImportrange, Importhtml, Importxml, and more. As their names suggest, these three functions and similar ones allow us to transfer any data we need to Sheet files, stock market data, prices on shopping sites, data in another file, and countless data you can think of. In this article, I will not explain the uses of these functions, but if you want, you can review them from the links below and perform your data import operations according to your needs. Importrange Importxml Importhtml 4. Apps ScriptsApps scripts is a service where you can make all Google-based programs talk to each other, set up unlimited automation, create your own add-ons, and create functions with a little JS knowledge.Again, Apps Scripts, which you can access from the same section with add-ons, reveal a world where we can handle the work that we have been dealing with for hours, maybe in a few seconds.If you are interested, you can start developing excellent projects by reading Google's documentation right away.A little tip: Google apps scripts have a limited run time of 6 minutes, with paid accounts it can go up to 30 minutes. You should pay attention to the working time and efficiency of the projects you create.5. Co-editingWe can say that the most important feature of Google Sheets, which distinguishes it from Microsoft Excel, is co-editing. You can edit the fields that different employees are responsible for on different pages of a table at the same time, inform your teammates with the comments you add, and even solve your instant communication problem from the chat area offered by Google while in the file.In addition, you can control who viewed the file you shared from the Document History section and how often, and you can set deadlines accordingly.6. Google ToolsOne of the biggest benefits of Google's providing alternatives to meet almost all of the most used programs in business life is to be able to make these applications talk to each other and automate many processes easily. For example, let's say you update data from the same tables to the same presentations every week. Thanks to the Google Sheets and Google Slide connection, you can automatically update your presentation when you just update the table, by connecting the tables you need to the appropriate Slide tables and get rid of extra workloads.Or, you can send the data sheets that you regularly mail to as often as you want by connecting to Google Sheets - Gmail without having to deal with it over and over again every day.In short, you can have all Google's tools talk to each other, facilitate the processes you deal with from place to place, and use your time much better.7. VlookupVlookup is perhaps one of the most important Google Sheets functions that allow us to match data in different rows in two different data tables. For example, you have user_id data and session metric in one table, and label information corresponding to these ids in the other table and you want to match them. For a file with thousands of rows, it may take days to do this manually! With vlookup it will take 15-20 seconds.=VLOOKUP(search_key, range, index, [is_sorted])For more detailed information: Vlookup8. QueryLet's come to the most crucial point of the article and my clear favorite function: Query. With this function, with a syntax similar to the SQL language to organize and report your datasets, you can do things that are really complex and much easier than you can do using the & feature of Sheets 4-5.Syntax=QUERY(data, query, [headers])As you can see, let's write a small example formula of how we can use this function with only 2 mandatory parameters. Let's say the operation we want to do is as follows: By examining columns A, B, C on the "Data" page, we want to select the numbers in column A that are greater than 10 and also the cities in column C that are "Ankara", and the results of this query are larger than column B. Let's sort them in descending order.=QUERY(Data!A:C,"SELECT A,B,C WHERE A>10 AND C<>'Ankara' ORDER BY B DESC",1)9. IFSIf, sumif, countif, maxifs, minifs, dateif, iferror... As it can be understood from the if pattern, functions with ifs allow us to perform operations on most conditional situations. At the same time, it is very important to know what we need to be a good Sheet user and to practice using it. . That's why we need to know what functions with ifs are and how they're used.Let's look at a small if example together: We want to distribute letter grades such as A,B,C,D according to the scales of grades received by students in a class, then simply: =IFS(A3>89.99,"A",A3>79.99,"B",A3>69.99,"C",A3>59.99,"D",A3>0,"F")Or, if we want to aggregate sessions in column B where the sources in column A are "google":=SUMIF(A:A,"google",B:B)For more detailed information, you can review the contents in the links below. Sumif If Countif Maxifs Minifs 10. MacrosFinally, Macros, one of the most important features of Sheets, which we can define as a lifesaver, especially for users who are tired of repeating the same manual operations every day. Macros, which can also be accessed from the extensions section, is an application area where you can repeat the UI operations you will save as often as you want, and it works based on Scripts.In fact, to summarize simply, it allows you to perform operations such as copy-paste and insert rows that you do every day in the format you specify, and has numerous uses.From Google's developer document, you can examine the usage areas, record your macro according to your own needs, and automate the processes you spend hours every day in a few seconds.You can access the Macros document here.In addition, from the Google function list page, you can review all functions, find the ones you need, and expand their usage areas.

Oct 21, 2022 5561 reads

What Are Performance Marketing Metrics? The 15 Most Commonly Used Metrics

Marketing metrics play a crucial role in interpreting the campaigns we launch and the ads we create. It’s essential to derive insights from the data we have and take action accordingly. Accurately analyzing a campaign’s metrics and taking the most effective actions during this process is critical.Misinterpreting performance success—whether through missing or incorrect analysis—can lead to mistakes in judging whether our campaign is performing well, causing both short- and long-term missteps. In this article, we’ll share tips on how to correctly interpret the most frequently tracked and most important metrics in performance marketing.What Does “Metric” Mean in Performance Marketing?Marketing teams use measurable figures called marketing metrics to show the success of campaigns and projects across all channels. Examples include Conversion, CTR, and ROAS.What Is a Conversion?When creating a digital marketing campaign, every brand has one or more goals that motivate users to take action. All marketing efforts are ultimately aimed at achieving these goals.A Conversion is the metric that counts how many times a specified goal is achieved within a website, page, or mobile app. For an e-commerce company, this metric might be the number of sales; for a consulting firm, the number of leads (form submissions). A high conversion rate indicates your ad campaign is successful and your landing page content is compelling.If your conversion count is low, you might improve it by changing site content, creating new funnels to simplify the conversion process, or updating offers to provide a more effective experience for users.What Is Conversion Rate?Conversion Rate measures how often conversions occur as a result of your ads. It shows the percentage of ad interactions that turn into your defined conversion goal. By looking at conversion rate, you can optimize landing pages, calls to action, content, and design, and gauge how compelling your ads are to your target audience. Conversion Rate is calculated by dividing the number of conversions by the total number of sessions. For example, if an ad generates 300 sessions and 10 conversions, the conversion rate is 3%.What Is Conversion Value?Conversion Value assigns a numerical value to specific conversions in your campaigns, helping you measure how valuable those conversions are to your business. By assigning different values to different conversions, you can make your campaign’s value measurement more meaningful. You can compute Conversion Value using the formula: Sessions × CR × Average Order Value.For example, if a shoe retailer has 10,000 sessions, a 1% conversion rate, and an average order value of 1,000 TL, the Conversion Value is 100,000 TL.What Is CPC?CPC (Cost Per Click) simply shows how much you pay for each click. Because you pay per click, irrelevant users clicking on your ads increase your unnecessary costs and raise your total spend.CPC is one of the key metrics for evaluating campaign performance. To lower CPC, you can optimize ad relevance, switch bidding strategies, and target the right keywords through analysis.What Is a Session?In digital analytics, a session measures a user’s interactions on a website within a given time frame. A session begins when the site loads and ends when the user closes the site or is inactive for 30 minutes. It encompasses pageviews, events, and other actions the user takes.To increase session duration, enhance site experience—improve design, readability, navigation, and content to keep users engaged and complete your desired conversions.What Is CPS (Cost Per Session)?CPS measures the cost of each session driven by your ads. Since sessions reflect active user engagement on your platform, Cost Per Session shows how much each session costs based on your ad spend.What Is ROAS?ROAS (Return on Ad Spend) measures your ad performance in terms of cost versus revenue. It represents the profit you earn for every unit of currency spent on ads. Since brands aim to get a strong return on investment, tracking ROAS provides powerful insights into campaign success.For instance, even if an ad brings in many high-quality users and revenue, it’s not a cost-effective spend if the cost exceeds the revenue. ROAS tracking helps you avoid such scenarios.What Is CTR (Click-Through Rate)?CTR measures the percentage of ad impressions that result in clicks. It indicates how relevant and compelling your ads are to your target audience. A high CTR is critical in PPC, as it affects Quality Score and indirectly the cost per click. Google Ads and other platforms reward high-quality ads with lower costs.If a competitor pays the same CPC but has a lower Quality Score, you may pay less to achieve a higher ad position. You can boost CTR by including search terms in headlines and descriptions, adding URL paths, and targeting the right keywords.In display campaigns, where creative visuals matter most, CTR offers insight into the effectiveness of your creatives.What Is a Lead?In marketing, a lead typically refers to a form submission generated by your campaigns. Each lead represents a potential customer. However, a high lead count doesn’t always mean campaign success—lead quality matters most. That’s why defining your buyer persona and targeting accordingly is crucial.To convert leads into sales, provide personalized content, maintain close collaboration with your sales team, and guide users along the funnel.What Is CPL (Cost Per Lead)?CPL measures how much each lead costs you. It shows whether you’re allocating your budget effectively. By comparing CPL across channels, you can reallocate budget from high-CPL channels to those generating leads more efficiently.CPL = Total Ad Spend / Number of Leads.What Is Search Impression Share?Search Impression Share is the ratio of impressions you received to the total impressions you were eligible to receive. Eligibility depends on factors like audience targeting, approved ads, bids, and Quality Score. For example, a 50% impression share means you appeared in half of the available auctions.If your impression share is low, you’re missing potential customers. Increasing impression share relies on high Quality Scores, sufficient bids, and adequate budgets.What Is Top Impression Share?Top Impression Share measures how often your ad appears above organic search results. If you notice your click-through rates dropping, it may indicate you’ve lost a top position.What Is Absolute Top Impression Share?Absolute Top Impression Share is the percentage of your total impressions that appear in the very top ad position. It’s calculated as impressions in the top position divided by the estimated eligible impressions for that position.What Is Bounce Rate?Bounce Rate is the percentage of users who leave your site after viewing only one page without taking any action. Tracking bounce rate helps you assess site experience. A high bounce rate can signal issues such as irrelevant content, slow loading times, or poor mobile optimization.To lower bounce rate, define your audience accurately, optimize page load speed, and use clear, compelling CTAs.Bounce Rate = (Single-Page Sessions / Total Sessions) × 100.What Is Frequency?Frequency measures how often a user sees your ad. Multiple impressions can help undecided users purchase, but if they see the ad repeatedly without converting, you may need to broaden your audience or adjust spend.Very high frequency can annoy users and harm your brand. Expand your targeting or reduce budget if frequency is too high. Ideal frequency varies: it’s lower for new-user campaigns and higher for remarketing. Determine your target frequency by reviewing past campaigns to find where CPA was minimized.

Sep 5, 2022 1 reads

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Sep 4, 2022 6058 reads

Agile Project Management and the Scrum Method

In order to understand why the scrum method, which is one of the Agile project management methods, is important, it is necessary first to analyze what the agile project method is, its history, and accordingly the need for one of the methods, the scrum method, and understand the requirements of the technique and where it is important.It would be best to evaluate the importance of Agile project management and scrum method according to the place and time of application. When these project-based methods are applied at the right time and in the right place, they will work in gold and will pave the way for people and institutions to stay up-to-date in the developing world. This will increase the quality of the projects and seriously improve the people and institutions working on those projects.What is Agile Project Management?Agile project management is a project management approach that is implemented by dividing the entire lifecycle into small parts, based on iteration from the first step to the last step of the project lifecycle, and re-planning and controlling at each of these steps.These interconnected and iterative life cycles are based on increasing speed and efficiency in projects. Agile project management, which is frequently used especially in software development projects, does not follow a linear path unlike historical project management, and gives you the authority to make changes and edits at each project step. The basis of this method, which prevents mistakes and loss of time, lies in mutual trust, desire for cooperation, advanced authorization skills, and the ability to be flexible and stay flexible.Agile project management, in which the steps of planning, implementation, control, feedback, review, and commissioning are applied respectively as in the image below, differs from classical project management applications with its system based on iteration, which has interconnected life cycles. The life cycle of the commissioned project does not end as it is commissioned, the life cycle is connected to the next project and follows the same steps as the old project.We will talk about how well this method works in the next parts of our blog. But at least, it is possible to say from the operation of this method that there is a continuous control mechanism in agile project management and the life cycles of projects are linked, that there are fewer mistakes, or that the results of the mistakes made can be easily reversed in the life cycle steps.What is The Scrum MethodSo what is the scrum methodology, which is one of the agile project management methods? Let's answer right away. With the frequent and rapid development of the world, it became difficult for especially large and bulky companies to keep up with the new order, customer expectations increased, and the scope and objectives of the projects expanded. As a result, project management became difficult and failures occurred in projects. Then several heroes appeared.The scrum methodology, developed by Ken Schwaber and Jeff Sutherland in the early 1990s, brought a new breath to project management whose efficiency started to be discussed. As can be noticed from the data obtained, the success rate in the projects has accelerated and increased after the development of agile project management and the scrum method.These philosophies are in the scrum methodology, which is built on 3 basic philosophies: Transparency: For the smooth progress of projects, mistakes, and truths are clearly seen by everyone Monitoring: Checking regularly Adaptation: Ensure changes made are compatible If we want to take a short trip to the times when the Scrum methodology was first applied, we see that this methodology is mostly used to optimize the project-based work of teams in information systems. When compared to the waterfall method, which is the most classical project management technique used in the world, it can be seen how important the scrum methodology is. The biggest reason for this difference is that project definitions in the world have become more complex. Because the scrum methodology is more meaningful for projects with complex and uncertain requirements by its nature. In addition, the benefits of the scrum methodology in increasing the profitability of companies due to market conditions and the flexibility in keeping up with changing technologies make the scrum method superior to the waterfall method.As can be seen in the chart above, there are serious differences between the success rates of large, medium, and small-scale projects in waterfall and agile scrum systems between 2013 and 2017. Especially as the project size grows and the project becomes more complex, the success experienced in the scrum methodology is an indicator of how successfully the scrum methodology works in complex structures.How Agile Project Management Scrum Methodology Works?For the Agile project management scrum methodology to be successful, the customer, who is defined as the product owner, must have a good command of the subject and exhibit a collaborative attitude with the development team, that is, the teams that will apply the scrum methodology.Without a hierarchical structure among team members, environments should be created where everyone's ideas and thoughts can be expressed on equal terms and weighed on equal scales. In all roles, people should be responsible and want to make a difference with their ideas. Meetings should be held regularly. Ideas and the project's point should be communicated to the customers quickly and continuously. In this way, it should be facilitated to serve the real purpose of the project by receiving feedback at every step of the project. The steps are generally defined as follows. But of course, here too, there has been constant change and development due to the nature of the scrum methodology itself.In the Scrum methodology, the product owner is responsible for the management of the product scope - the first part called the product backlog - due to his duty. A product owner is a person, not a group. The items in the product backlog, which is the first stage of the Scrum methodology, should be clearly expressed by the product owner for the healthy progress of the project.In the Scrum methodology, the priority order for these items should be determined and the necessary briefs should be sent to the teams according to this priority order. The people in the development team, who will work in the next stages, act with the direction of the product owner. For this reason, the responsibility is on the product owner no matter what. Because at the end of the day, the product owner is positioned as the person who approves the outputs of the project in the scrum methodology. The task in the sprint backlog, which is one of the stages of the Scrum methodology, is to determine who is responsible for the task and how much effort the team/teams should spend to complete that task.In Agile scrum methodology, your contribution to the other person is expected to be at the maximum, while your productivity should increase gradually. It can be said that Agile is more flexible than scrum, which is a sub-branch of the project management system. Leadership teams are supported to achieve success.The Scrum method, on the other hand, seeks to get maximum efficiency and success from all teams by mobilizing all cross-functional teams. Of course, this system must be operated successfully and in accordance with its rules. Otherwise, the system will crash and the collapse of this system may result in chaos for the companies.For this reason, the duties of the people who apply the scrum method are also to guide companies that do not understand this system correctly. Because, as we have seen above, the projects that you can develop by understanding the scrum method, its functions and how it works will be many times better than the ones you can develop with the old basic project management systems. In addition, since it is a time-based working method, the time of the employees will be planned in the most effective and correct way, and both customer and employee happiness will increase.As a result, scrum methodology is the art of creating error-free results by dividing the project into parts by considering the scope of the project, with the project teams where the customer needs vary or are likely to show, and where the teams can organize themselves in terms of competence. The best part of this method is not dealing with the past, but planning and doing what needs to be done in the current conditions and changing world dynamics as a team. After all, who would want to use or buy a 1990 phone when the latest phone is available?