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Developing a Culture of
Testing/Experimentation
Anil Batra
Managing Partner,
OPTIZENT
Optizent.com
What is a Culture of
Testing/Experimentation?
• Experimentation needs to be embraced across the
entire organization at all levels
• Experimentation is part of the process
Optizent.com
• Understand what it takes to build a culture
of experimentation.
• Learn and Apply
Optizent.com
Who Was
Interviewed
• Ronny Kohavi et. el – paper, Former VP at Microsoft (now AirBnB)
• Khalid Saleh CEO Invesp
• Chad Sanderson, Head of Products, Convoy
• Aneesh Kumar, Analytics Manager, Zenith
• Rommil Santiago, Senior Product Manager, Lowblaw Digital
• Anthony Tang, Director of Engineering, Walmart Labs
• Joe Worthey, Senior Growth Marketing Manager, Smartsheet
• Jonny Longden, Experimentation Director, Journey Further
• John Crowder, Conversion Specialist Journey Further
• Marianne Stjernvall, CRO & UX Lead TUI
• Kirk Ramble Experimentation Manager at Murphy & Associates
• Shiva Manjunath, Marketing Manager, Gartner
• Researched several papers
• Input from many experimentation leaders who chose to remain anonymous
Optizent.com
Questions that I
focused on..
• How do experimentation start at various
organizations?
• How do you involve other groups and get them on
board?
• How do you get C level support?
• Advice on where to start?
Optizent.com
3 Ways Experimentation
Starts in an Organization
• C-Level Initiative
• Dis-jointed experimentation efforts by various UX
or Product Teams
• A lone wolf excited about experimentation wants
to build a team
Optizent.com
C-Level Initiative
• Commitment for support
• Investment in COE - tools, technology, people and
process
• Execs need to see the investment payoff
• Everybody must be on board
• One company fired people who resisted the
change
• Takes time
Optizent.com
Dis-Jointed Experimentation
• Experimentation is part of different teams
• No process
• Different tools
• No sharing of best practices
• No statistical rigor
• No senior leadership so scalability becomes an issue
• Politics
Optizent.com
Lone Wolf
• Could be part of product team, UX, Analytics or
Marketing Team
• Uphill task
• C-Level support become necessary
• Needs a propaganda test to get attention
• Needs Sales Skills
• Need Politics
• Will have to get energy from outside
Optizent.com
Getting C- Level
Support
• Generally hard for a single team
• Much harder single person
• Need to sell the value to C-Level
• Don’t focus on learning
• Speak their language - $$$
• You need to get all teams on-board
• PM, Dev, UX, Marketing, Analytics etc.
• Find something that can get everybody’s
attention – propaganda test
Optizent.com
Executive Support
• Build cross-departmental support
• Unblock obstacles
• Alleviate fears - instill a learning culture
• Insist idea sharing
Optizent.com
COE Support
• Experimentation for everyone
• No Technical complexity
• Build in the tech stack
• Trustworthy data and analysis
• Extensive support
• Education and Training
• Evangelize
Optizent.com
Evangelizing
• Internal newsletters
• Make them fun
• Experiment challenges
• Blog – share success, failures, learnings
• Wiki, Slack etc.
• Weekly/Monthly brownbag
• Road-shows
• Success stories
• External & Internal speakers
• 1:1 to those who are skeptical
Optizent.com
Skills You Need
• Selling
• Negotiations
• Influencing people
• Story Telling
Optizent.com
Key Take Away
• Get Executives on board as soon as possible
• Find something of value to showcase and
get the conversation going
• Works hard to sell the value across the
organization
• Educate, Train, Share & Support
• Find your energy by connecting with
external like-minded folks
• It is a marathon
Optizent.com
Recommended Articles
• The Evolution of Continuous Experimentation in
Software Product Development - https://exp-
platform.com/Documents/2017-
05%20ICSE2017_EvolutionOfExP.pdf
• Kotter's 8-Step Change Model -
https://www.mindtools.com/pages/article/newPPM_82.
htm?fbclid=IwAR3487Q_Y1cDDlOIjjbtsLfq9GWuhA_TTkA
5KH6RxXsdgqSVdJE_Jl8GuaM
• Building a Culture of Experimentation -
https://bg.hbr.org/2020/03/productive-
innovation#building-a-culture-of-experimentation
Optizent.com
Questions
• Anil Bata
• Managing Partner, Optizent – Digital Analytics
Consulting & Training
• anil@optizent.com
• http://www.Optizent.com
• https://linkedin.com/in/anilbatra
• Give your team a gift of learning – Here is a 50% off
coupon for Optizent Academy's All Access Pass –
Coupon code MAS2020
https://academy.optizent.com/courses/all-access-pass-
digital-marketing-analytics?coupon=MAS2020
Optizent.com

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The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 

Developing a culture of Experimentation

  • 1. Developing a Culture of Testing/Experimentation Anil Batra Managing Partner, OPTIZENT Optizent.com
  • 2. What is a Culture of Testing/Experimentation? • Experimentation needs to be embraced across the entire organization at all levels • Experimentation is part of the process Optizent.com
  • 3. • Understand what it takes to build a culture of experimentation. • Learn and Apply Optizent.com
  • 4. Who Was Interviewed • Ronny Kohavi et. el – paper, Former VP at Microsoft (now AirBnB) • Khalid Saleh CEO Invesp • Chad Sanderson, Head of Products, Convoy • Aneesh Kumar, Analytics Manager, Zenith • Rommil Santiago, Senior Product Manager, Lowblaw Digital • Anthony Tang, Director of Engineering, Walmart Labs • Joe Worthey, Senior Growth Marketing Manager, Smartsheet • Jonny Longden, Experimentation Director, Journey Further • John Crowder, Conversion Specialist Journey Further • Marianne Stjernvall, CRO & UX Lead TUI • Kirk Ramble Experimentation Manager at Murphy & Associates • Shiva Manjunath, Marketing Manager, Gartner • Researched several papers • Input from many experimentation leaders who chose to remain anonymous Optizent.com
  • 5. Questions that I focused on.. • How do experimentation start at various organizations? • How do you involve other groups and get them on board? • How do you get C level support? • Advice on where to start? Optizent.com
  • 6. 3 Ways Experimentation Starts in an Organization • C-Level Initiative • Dis-jointed experimentation efforts by various UX or Product Teams • A lone wolf excited about experimentation wants to build a team Optizent.com
  • 7. C-Level Initiative • Commitment for support • Investment in COE - tools, technology, people and process • Execs need to see the investment payoff • Everybody must be on board • One company fired people who resisted the change • Takes time Optizent.com
  • 8. Dis-Jointed Experimentation • Experimentation is part of different teams • No process • Different tools • No sharing of best practices • No statistical rigor • No senior leadership so scalability becomes an issue • Politics Optizent.com
  • 9. Lone Wolf • Could be part of product team, UX, Analytics or Marketing Team • Uphill task • C-Level support become necessary • Needs a propaganda test to get attention • Needs Sales Skills • Need Politics • Will have to get energy from outside Optizent.com
  • 10. Getting C- Level Support • Generally hard for a single team • Much harder single person • Need to sell the value to C-Level • Don’t focus on learning • Speak their language - $$$ • You need to get all teams on-board • PM, Dev, UX, Marketing, Analytics etc. • Find something that can get everybody’s attention – propaganda test Optizent.com
  • 11. Executive Support • Build cross-departmental support • Unblock obstacles • Alleviate fears - instill a learning culture • Insist idea sharing Optizent.com
  • 12. COE Support • Experimentation for everyone • No Technical complexity • Build in the tech stack • Trustworthy data and analysis • Extensive support • Education and Training • Evangelize Optizent.com
  • 13. Evangelizing • Internal newsletters • Make them fun • Experiment challenges • Blog – share success, failures, learnings • Wiki, Slack etc. • Weekly/Monthly brownbag • Road-shows • Success stories • External & Internal speakers • 1:1 to those who are skeptical Optizent.com
  • 14. Skills You Need • Selling • Negotiations • Influencing people • Story Telling Optizent.com
  • 15. Key Take Away • Get Executives on board as soon as possible • Find something of value to showcase and get the conversation going • Works hard to sell the value across the organization • Educate, Train, Share & Support • Find your energy by connecting with external like-minded folks • It is a marathon Optizent.com
  • 16. Recommended Articles • The Evolution of Continuous Experimentation in Software Product Development - https://exp- platform.com/Documents/2017- 05%20ICSE2017_EvolutionOfExP.pdf • Kotter's 8-Step Change Model - https://www.mindtools.com/pages/article/newPPM_82. htm?fbclid=IwAR3487Q_Y1cDDlOIjjbtsLfq9GWuhA_TTkA 5KH6RxXsdgqSVdJE_Jl8GuaM • Building a Culture of Experimentation - https://bg.hbr.org/2020/03/productive- innovation#building-a-culture-of-experimentation Optizent.com
  • 17. Questions • Anil Bata • Managing Partner, Optizent – Digital Analytics Consulting & Training • anil@optizent.com • http://www.Optizent.com • https://linkedin.com/in/anilbatra • Give your team a gift of learning – Here is a 50% off coupon for Optizent Academy's All Access Pass – Coupon code MAS2020 https://academy.optizent.com/courses/all-access-pass- digital-marketing-analytics?coupon=MAS2020 Optizent.com