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Always be Testing: How eROI + Taco Bell Built a Testing Agenda (and What Happened Next)

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With over 5 million digital users, Taco Bell's brand pulls in massive amounts of data to explore and learn from. In partnership with their eCommerce Innovation team, learn how we helped them to set up a testing learning agenda, and what we learned from our missteps and results along the way. In this session, we will show you how we defined strategic questions to understand why our testing mattered, show examples of our digital tests, and share what we did with our findings. (Hint: It was pretty cool!)
Speakers:
Cher Fuller, eROI
Christine Li, Taco Bell

Published in: Marketing
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Always be Testing: How eROI + Taco Bell Built a Testing Agenda (and What Happened Next)

  1. 1. 1 ALWAYS BE TESTING How eROI + Taco Bell Built a Testing Agenda (and What Happened Next)
  2. 2. Cher Fuller SENIOR DIGITAL STRATEGIST @cherfuller Christine Li E-COMMERCE INNOVATION @li_tacobeta 2
  3. 3. 3 “Without data, you’re just another person with an OPINION.” -W. Edwards Deming, data scientist
  4. 4. Here are some other people with opinions…. 4
  5. 5. 5 Product testing TOLEDO, OH.
  6. 6. 6 Digitally engaged brands swim in OCEANS OF DATA.
  7. 7. 7 More data is being collected and analyzed today than at ANY OTHER TIME IN HISTORY.
  8. 8. 8 2.5 billion gigabytes of data are collected every day. 90% of globally stored data was collected in the past two years. IBM: What is Big Data? https://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
  9. 9. 9 A B A B By A/B TESTING, right?
  10. 10. 1 2 3 4 5 10 But A/B testing is step 5.
  11. 11. 1 2 3 4 5 11 But A/B testing is step 5. You need to start at step 1.
  12. 12. 12 To swim this ocean of data, first TEST THE WATER.
  13. 13. 13 Build a Learning Agenda
  14. 14. 14 A LEARNING AGENDA asks specific questions in a specific order to set the framework for a testing strategy.
  15. 15. LEARNING AGENDA 15 Hierarchy Benefits Content Types Information hierarchy strongly influences user engagement. By testing how prominently we present messages, we can measure what our users really care about—and why. To understand consumer incentive, we must pinpoint the benefit to online ordering. Without this incentive, online ordering loses its value and risks shifting to in-store purchases. Test engagement within several modules against a control to learn if specific types of content are more engaging than others. Once we understand the value of certain modules, we can make strategic decision around when/where to place them in triggered emails.
  16. 16. 16 Before starting any LEARNING AGENDA, ask… What are you testing? What do you want to learn? Why are you testing it? What will you do with your insights? 1 2 3 4
  17. 17. 17 Why does a brand care about the DATA STORY?
  18. 18. 18 Where We Sometimes Misstep
  19. 19. 19 NOT EVERYONE speaks data. We need to translate it.
  20. 20. 20 WHAT WE WILL COVER TODAY Make the complex SIMPLE.
  21. 21. 21 TELL STORIES, not reports.
  22. 22. 22 So We Revisualized The Learning Agenda.
  23. 23. 23 BEFORE AFTER
  24. 24. 24 This learning agenda helped Taco Bell’s brand team TAKE TRULY DATA-DRIVEN ACTIONS.
  25. 25. 25 We Revisualized Our Performance Reports Too
  26. 26. 26 Digital Strategists Performance Analysts
  27. 27. 27 PERFORMANCE REPORTS influence brand decisions
  28. 28. PERFORMANCE Reports
  29. 29. 29 qualitative data branding operations quantitative data performance Audience Brand position Message / tone Visual style direction Content strategy
  30. 30. 30 Data Storytelling Opens the Door to Bigger (!) Creative Possibilities
  31. 31. TOP Emails 2016 31 1 2 3 4 5
  32. 32. CYBER MONDAY Delivered 42% more clicks than average And a 24% higher click-to-open rate than average 32
  33. 33. NAKED CHICKEN CHALUPA By placing the secondary message first, we gained +10% total clicks and 2x higher conversions.
  34. 34. 34 To Recap
  35. 35. 35 TO RECAP Data is cool
  36. 36. 36 TO RECAP First ask WHY, then WHAT
  37. 37. 37 TO RECAP Tell stories, not reports
  38. 38. 38 TO RECAP Collaborate!
  39. 39. 39 TO RECAP Informed creative > Pretty things
  40. 40. 40 Any questions?

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