It’s a capital mistake to theorize
before one has data
Danielle van Alewijn | June 2nd , 2014
Hi, I’m Danielle
2
And this is Booking.com
3
WE TAKE SMALL STEPS
Go for one step at a time.
That way, it’s easier to find your footing again ...
And this is Booking.com
4
WE ARE DATA DRIVEN
You can’t get around the facts.
Base decisions on hard evidence.
Facts and fi...
And this is Booking.com
5
WE ARE SCALABLE
As a global company,
new ideas have to work globally as well as locally.
If some...
And this is Booking.com
6
WE DON’T RELY ON GUESSWORK
What works better, idea A of B?
To move forward and innovate, we cons...
7
And this is Booking.com
WE ARE INTO INDEPENDANCE
With so much expertise on hand, why look further?
That means insourcing...
And this was Booking.com recruitment…
8
Think big, act small, learn fast!
9
Think big: best spannend 
Conversie
Taleo
EVP
Sourcin
g
Assessment
Referral
recruitmen
t
Red
carpet
XML
High
volume Data
...
11
DONEis better than
PERFECT
Act small: overzichtelijk 
Conversie
Taleo
EVP
Sourcin
g
Assessment
Referral
recruitmen
t
Red
carpet
XML
High
volume Data...
The most important one?
13
So we can track applicants
Start analyzing them & learn
to design a better process
Data
We needed a simple process
How to start this?
15
Minimum viable product:
goed, gebruiksvriendelijk, eenvoudig, snel te ontwikkelen
Duur product met
l...
Designed and built in 8 weeks…
16
17
DATA
We are driven by
HUNCHES
rather then by
Conversion funnel
18
Conversions per vacancy
19
Conversions per source
20
Conversions per country
21
22
Dashboard per recruiter
Accept minor errors
Measure everything
Learn and adapt quickly
23
It is a capital mistake to
THEORIZE
before one has
DATA
MVP - % completed applications
24
Completed
38%
Not completed
62%
Next sprint: Taleo XML
25
+25,4%
conversie
1% rule?
26
27
Yes, we are painting the world blue
Use 38 different browsers
Speak 192 languages
Own 844 different mobile devices
Whic...
28
DONEis better than
PERFECT
Online time span?
29
Bedraagt ongeveer 8 seconden
Is daarmee korter dan die van een goudvis
Site speed is crucial
30
Meer laadtijd = minder ‘overtuigingstijd’
Gaat om milliseconden
Applicant journey
AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
Paid
Med...
Explanatory sources
32
Booking.com
33%
Direct
23%
Google
15%
LinkedIn
14%
Facebook
11%
Twitter
2%
Monster
2%
AWARENESS
MER...
Exploratory sources
33
Booking.com
41%
Google
16%
Direct
14%
Indeed
10%
LinkedIn
9%
Facebook
5%
Twitter
3%
Dribble
1%
Step...
Converting sources
34
LinkedIn
23%
Booking.com
19%
Direct
14%
Google
12%
Indeed
11%
Refurls
6%
Monster
5%
Facebook
5%
Twit...
AWARENESS
MERK
CONSIDERATION
WERK
INTENT
VACATURE
DECISION
SOLLICITATIE
INFLUENTIAL
AMBASSADEUR
ONDERSTEUNENDE CONVERSIES ...
36
All things related to
Working at Booking.com
happen at
workingatbooking.com
37
Internal vacancies
38
Referral recruitment
39
Relocation information
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ConnectIn Amsterdam 2014 - Beter beslissen met data - Booking.com & Netwerven

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Hoe kan je data gebruiken om beter te beslissen? Booking.com werkt samen met Netwerven en vertelt hoe je met data je beslissingsproces kan verbeteren.Think big, act small.

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ConnectIn Amsterdam 2014 - Beter beslissen met data - Booking.com & Netwerven

  1. 1. It’s a capital mistake to theorize before one has data Danielle van Alewijn | June 2nd , 2014
  2. 2. Hi, I’m Danielle 2
  3. 3. And this is Booking.com 3 WE TAKE SMALL STEPS Go for one step at a time. That way, it’s easier to find your footing again if you take a wrong turn. It’s also worth remembering that it takes many small steps to cover a lot of ground
  4. 4. And this is Booking.com 4 WE ARE DATA DRIVEN You can’t get around the facts. Base decisions on hard evidence. Facts and figures are your friend.
  5. 5. And this is Booking.com 5 WE ARE SCALABLE As a global company, new ideas have to work globally as well as locally. If something is adopted in Amsterdam it also has to be useful in Jeddah, Kuta, Zagreb and everywhere in between.
  6. 6. And this is Booking.com 6 WE DON’T RELY ON GUESSWORK What works better, idea A of B? To move forward and innovate, we constantly test progress. It’s the best way to find out What is the most effective
  7. 7. 7 And this is Booking.com WE ARE INTO INDEPENDANCE With so much expertise on hand, why look further? That means insourcing where others may outsource. It’s the best way to guarantee quality.
  8. 8. And this was Booking.com recruitment… 8
  9. 9. Think big, act small, learn fast! 9
  10. 10. Think big: best spannend  Conversie Taleo EVP Sourcin g Assessment Referral recruitmen t Red carpet XML High volume Data Glocal Media Mobile Intern Extern
  11. 11. 11 DONEis better than PERFECT
  12. 12. Act small: overzichtelijk  Conversie Taleo EVP Sourcin g Assessment Referral recruitmen t Red carpet XML High volume Data Glocal Media Mobile Intern Extern
  13. 13. The most important one? 13
  14. 14. So we can track applicants Start analyzing them & learn to design a better process Data We needed a simple process
  15. 15. How to start this? 15 Minimum viable product: goed, gebruiksvriendelijk, eenvoudig, snel te ontwikkelen Duur product met lange ontwikkeltijd Slecht product dat niemand wil gebruiken A simple, bare bone site Homepage, department, search job, job detail Apply
  16. 16. Designed and built in 8 weeks… 16
  17. 17. 17 DATA We are driven by HUNCHES rather then by
  18. 18. Conversion funnel 18
  19. 19. Conversions per vacancy 19
  20. 20. Conversions per source 20
  21. 21. Conversions per country 21
  22. 22. 22 Dashboard per recruiter Accept minor errors Measure everything Learn and adapt quickly
  23. 23. 23 It is a capital mistake to THEORIZE before one has DATA
  24. 24. MVP - % completed applications 24 Completed 38% Not completed 62%
  25. 25. Next sprint: Taleo XML 25 +25,4% conversie
  26. 26. 1% rule? 26
  27. 27. 27 Yes, we are painting the world blue Use 38 different browsers Speak 192 languages Own 844 different mobile devices Which have 1.253 screen sizes Worst of all, it changes daily No time to make it perfect for everybody
  28. 28. 28 DONEis better than PERFECT
  29. 29. Online time span? 29 Bedraagt ongeveer 8 seconden Is daarmee korter dan die van een goudvis
  30. 30. Site speed is crucial 30 Meer laadtijd = minder ‘overtuigingstijd’ Gaat om milliseconden
  31. 31. Applicant journey AWARENESS MERK CONSIDERATION WERK INTENT VACATURE DECISION SOLLICITATIE INFLUENTIAL AMBASSADEUR Paid Media Owned Media Earned Media Jobboards, SEA, Social Ads, TV, Radio, Print Website, e-mail, content, social platforms SEO, social, referrals & RSS Vacature alerts ONDERSTEUNENDE CONVERSIES | KANALEN LAATSTE CONVERSIE | KANALEN
  32. 32. Explanatory sources 32 Booking.com 33% Direct 23% Google 15% LinkedIn 14% Facebook 11% Twitter 2% Monster 2% AWARENESS MERK CONSIDERATION WERK INTENT VACATURE DECISION SOLLICITATIE INFLUENTIAL AMBASSADEUR ONDERSTEUNENDE CONVERSIES | KANALEN LAATSTE CONVERSIE | KANALEN
  33. 33. Exploratory sources 33 Booking.com 41% Google 16% Direct 14% Indeed 10% LinkedIn 9% Facebook 5% Twitter 3% Dribble 1% Stepstone 1% Glassdoor 0% Monster 0% AWARENESS MERK CONSIDERATION WERK INTENT VACATURE DECISION SOLLICITATIE INFLUENTIAL AMBASSADEUR ONDERSTEUNENDE CONVERSIES | KANALEN LAATSTE CONVERSIE | KANALEN
  34. 34. Converting sources 34 LinkedIn 23% Booking.com 19% Direct 14% Google 12% Indeed 11% Refurls 6% Monster 5% Facebook 5% Twitter 2% Glassdoor 2% Stepstone 1% Stackoverflow 0% Dribbble 0% AWARENESS MERK CONSIDERATION WERK INTENT VACATURE DECISION SOLLICITATIE INFLUENTIAL AMBASSADEUR ONDERSTEUNENDE CONVERSIES | KANALEN LAATSTE CONVERSIE | KANALEN
  35. 35. AWARENESS MERK CONSIDERATION WERK INTENT VACATURE DECISION SOLLICITATIE INFLUENTIAL AMBASSADEUR ONDERSTEUNENDE CONVERSIES | KANALEN LAATSTE CONVERSIE | KANALEN Influential sources 35 Email 73% Facebook 16% URL 10% LinkedIn 1% Google+ 0%
  36. 36. 36 All things related to Working at Booking.com happen at workingatbooking.com
  37. 37. 37 Internal vacancies
  38. 38. 38 Referral recruitment
  39. 39. 39 Relocation information

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