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BEST Practices - Testing & Optimization | Bredan Rendan

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Building a Successful Optimization Program - Presented on 12/6/12 by Brendan Regan : Marketing Optimization Specialist at Analytics Pros

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BEST Practices - Testing & Optimization | Bredan Rendan

  1. 1. Building a Successful Optimization Program December 6, 2012 Brendan Regan Marketing Optimization Specialist Analytics Pros
  2. 2. The Next 50 Minutes… Outputs
  3. 3. The Next 50 Minutes… Outputs • Preconceptions • Applicable Smarts • Agenda • Actionable Steps • Curiosity • Motivation! • Tour Guide
  4. 4. What We’ll Cover 1. A Common Definition 2. Philosophy of Optimization 3. What It Takes to Be Successful 4. Do These 4 Things Tomorrow 5. Q & A
  5. 5. A Common Definition of Optimization Because being on the same page is cool.
  6. 6. The Art and Science of increasing the marketing efficiency of a web property.
  7. 7. “Why is it an Art and a Science?!?”
  8. 8. Unpacking the Definition • Efficiency = more outputs w/ less inputs • Outputs = sales, leads, subscriptions, engagement, etc. • Higher efficiency = better Marketing ROI • Often accomplished via A/B/n or MVT testing – Less ideal, but “change and observe” counts, too
  9. 9. If Marketing is an Engine… Image credit: Popular Hot Rodding
  10. 10. Optimization Philosophy Our beliefs on Optimization
  11. 11. Optimization Philosophy 1. Be data-driven – Data (quantitative & qualitative) drives testing, not opinion 2. Be agile – A small lift next week is better than a larger lift next year 3. Lift + Learn – It’s obviously about lift, but testing also provides valuable customer/business insights
  12. 12. Optimization Philosophy (cont’d) 4. Gamble – Some tests will lose – Greater risk = greater potential lift 5. Baby steps – Do what’s feasible ASAP, and build to more complex tests 6. A process, not a project – The long-term goal is testing as part of marketing operations
  13. 13. What It Takes To Be Successful in Optimization A framework
  14. 14. What It Takes to Be Successful in Optimization People Tools Process
  15. 15. What It Takes to Be Successful in Optimization People
  16. 16. People (Skill Sets) • Business/Marketing Acumen • Data Analysis • Heuristic/Usability/UX • Visual Design • Optimization SME • Copywriting • Technical SME • Project Management/Coordination
  17. 17. People (Skill Sets) • Business/Marketing Acumen • Data Analysis • Heuristic/Usability/UX • Visual Design • Optimization SME • Copywriting • Technical SME • Project Management/Coordination
  18. 18. What It Takes to Be Successful in Optimization Process
  19. 19. Process (See? It’s Simple!) Business Challenges Hypotheses Analyze Report Results Findings Goals Target Heuristic Design Build Test Next Audience Data Variations Steps Usability Build Web Data Design Test Data Variations
  20. 20. Process (a simple one) 1. Define the problem 2. Research/observe the problem 3. Form a hypothesis 4. Conduct experiment 5. Analyze experiment results Look familiar? 6. Form a conclusion 7. Socialize results
  21. 21. Process (7 Simple Steps) For more details: http://brendan-regan.com/the-steps-of-the- scientific-method-for-marketers/ Disclaimer: My personal blog’s snark does not represent the views of Analytics Pros ;-)
  22. 22. Process (Different Models) 1. In House – Build a team 2. Outsourced – Leverage partners/vendors/agencies 3. Hybrid (most common) – Outsource specialized expertise • Data analysis • Testing SME • Creative
  23. 23. What It Takes to Be Successful in Optimization Tools
  24. 24. Tools • What technologies are needed to: – Coordinate resources – Design variations – Document requirements – Conduct experiment – Analyze results data – Socialize experiment results
  25. 25. Tools • What technologies are needed to: – Coordinate resources – Design variations – Document requirements – Conduct experiment – Analyze results data – Socialize experiment results
  26. 26. Tools Etc.
  27. 27. Do These 4 Things Tomorrow 1. Conduct “gap analysis” on people skills and tools – Do we have enough resource allocation? – Do we need new tools? – Do we have all the necessary skills in- house?
  28. 28. Do These 4 Things Tomorrow 2. Get a testing tool in place – Do we have IT support? – Build vs. buy? – Price range?
  29. 29. Do These 4 Things Tomorrow 3. Build a business case (if necessary) – Case studies, calculators, presentations? – Opportunity cost? – Tying to corporate goals? – Who is scared of testing?
  30. 30. Do These 4 Things Tomorrow 4. Get resources and/or outside help – Agency partners? – Consultants/specialists? – Testing vendors? – Training?
  31. 31. Questions? Comments? Stretch those vocal chords.
  32. 32. Follow Ups / Follow Me • brendan.regan@analyticspros.com • www.linkedin.com/in/brendanregan
  • alexdesigns

    Jun. 15, 2013

Building a Successful Optimization Program - Presented on 12/6/12 by Brendan Regan : Marketing Optimization Specialist at Analytics Pros

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