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Experimentation Excellence Webinar Series: Time to scale up

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Good to great: Time to scale up
If you have already started to transform your digital customer experiences. Now is the time to move on from A/B testing and start experimenting efficiently and at real scale, maximizing ROI. Do you know the ideal number of experiments for this stage of your journey? Answer: 111 per year.

If you’re ready to up your experimentation game, you’re in the right place. This webinar will help you plan an effective experimentation pipeline to dial up the number of experiments you run - based on overall business objectives and ROI.

What you'll learn:
- How to scale the number, depth and quality of experiments
- Why you need to shed legacy technology – and how to build your own technology stack.
- How to build a culture of experimentation that drives buy-in across the board.

Published in: Internet
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Experimentation Excellence Webinar Series: Time to scale up

  1. 1. 1 Three Stages to Experimentation Excellence Elizabeth Gabster Kenneth Kutyn
  2. 2. 2 Elizabeth Gabster Lead Value Consultant Housekeeping: Ask questions in the Q&A widget We will share the recording and slides Kenneth Kutyn Lead Solutions Engineer
  3. 3. 3 Getting experimentation started Experimenting with ease. Experimenting continuously. Experimenting across departments. Experienced but not at the head of the pack (yet).
  4. 4. 4 Customers move fast, you need to move faster Customers today have sky-high expectations. Digital transformation is ongoing and organizations need to repeatedly optimize their customer digital experience using experimentation. Established brands are under threat from digital dominators: Spotify, Netflix, Amazon, Booking.com, Revolut.
  5. 5. 5 Your new ‘business as usual’: The three steps to get started Scaling - Number, depth, quality. Challenging culture. Shedding legacy technology.
  6. 6. 6 Your new ‘business as usual’: The three steps to get started Scaling - Number, depth, quality. Challenging culture. Shedding legacy technology.
  7. 7. 7 Scaling - Number, depth, quality
  8. 8. 8 Step 1 “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.” - Jeff Bezos Scaling - Number, depth, quality
  9. 9. 9 Where to start? Where do you want to be? Where do you need to be? What more can you do? Where can you go? Scaling - Number, depth, quality
  10. 10. 10 Upping the quality Look deeper into where the best ideas for experiments come from. Stay close to your customers and leverage your hard-won relationships. A small change can have a massive impact. Scaling - Number, depth, quality
  11. 11. 11 Upping the quantity and breadth More experiments means more insights and a greater impact on the business. More is more. However, closing the experimentation gap is not easy. Scaling - Number, depth, quality
  12. 12. 12 Operationalize your experimentation. Build a team with various skills sets including data analysis and developers. Establish a rock solid experimentation pipeline. Upping the quantity and breadth Scaling - Number, depth, quality
  13. 13. 13 Develop your hypotheses as fully as possible. Complex hypotheses means complex, rich data. Going deeper Go beyond A/B testing. Save time and create more data. Scaling - Number, depth, quality
  14. 14. 14 When you’re scaling and speeding up, don’t forget where you’re heading. Speed, scale and direction Moving in the wrong direction is just as bad as not moving at all. Manage your experimentation team, to extract value from experiments and direct it. Scaling - Number, depth, quality
  15. 15. 15 Maximise the output from experiments by connecting data from any and every source. Get all the data you can Measure the impact of experiments across almost any metric. “Understand the entire customer journey by measuring the impact of our experiments across all digital touchpoints ” - Just Eat Scaling - Number, depth, quality
  16. 16. 16 Encouragement from management raises the perceived value of experimentation. Digital experimentation as business experimentation Connect every experiment to business strategy, strategic goals and the bottom line. Prove experimentation is a cash-positive part of the business. Scaling - Number, depth, quality
  17. 17. 17 Keep your business competitive with digital experimentation. Survival of the fittest Competitors are still only one click away and always improving too. If you’re not moving forwards, you’re moving backwards. Don’t get squeezed out of the market. Scaling - Number, depth, quality
  18. 18. 18 Your new ‘business as usual’: The three steps to get started Scaling - Number, depth, quality. Challenging culture. Shedding legacy technology.
  19. 19. 19 Your new ‘business as usual’: The three steps to get started Scaling - Number, depth, quality. Challenging culture. Shedding legacy technology.
  20. 20. 20 Shedding legacy technology
  21. 21. 21 Great digital experimentation is not just down to great people. Great technology is needed too. Don’t get held back Legacy technology suites can be an obstacle. Don’t let anything keep you from going from good to great. Shedding legacy technology
  22. 22. 22 The keys to greatness 55% of experimenters going from good to great want to automate more of the experimentation process. This is key to scaling and speeding up. You need an all-in-one technology stack. But, also one with sophisticated solutions to complex needs. Shedding legacy technology
  23. 23. 23 The good to great wishlist Export in-depth statistics for rich data. Machine learning tools for real-time analysis. Automation for speed. Shedding legacy technology
  24. 24. 24 Technology stack dream team Marketing Product Collaboration Monitoring Cloud infrastructure Shedding legacy technology
  25. 25. 25 Technology stack dream team Marketing Product Collaboration Monitoring Cloud infrastructure TEALIUM + CONTENTFUL Shedding legacy technology
  26. 26. 26 Technology stack dream team Marketing Product Collaboration Monitoring Cloud infrastructure TEALIUM + CONTENTFUL AMPLITUDE + FULLSTORY Shedding legacy technology
  27. 27. 27 Technology stack dream team Marketing Product Collaboration Monitoring Cloud infrastructure TEALIUM + CONTENTFUL AMPLITUDE + FULLSTORY ATLASSIAN Shedding legacy technology
  28. 28. 28 Technology stack dream team Marketing Product Collaboration Monitoring Cloud infrastructure TEALIUM + CONTENTFUL AMPLITUDE + FULLSTORY ATLASSIAN NEW RELIC Shedding legacy technology
  29. 29. 29 Technology stack dream team Marketing Product Collaboration Monitoring Cloud infrastructure TEALIUM + CONTENTFUL AMPLITUDE + FULLSTORY ATLASSIAN NEW RELIC AWS Shedding legacy technology
  30. 30. 30 Technology which allows you to remove the guesswork can amplify your human talent and expertise. Shedding legacy technology The right technology stack can level-up the quality, quantity of experiments and deliver rich data at lightning speeds. Faster action keeps you competitive and gives the best return on investment. Shedding legacy technology
  31. 31. 31 Your new ‘business as usual’: The three steps to get started Scaling - Number, depth, quality. Challenging culture. Shedding legacy technology.
  32. 32. 32 Your new ‘business as usual’: The three steps to get started Scaling - Number, depth, quality. Challenging culture. Shedding legacy technology.
  33. 33. 33 Challenging culture
  34. 34. 34 You’re not getting started anymore, it’s time to step up from being a cultural upstart. Now is the time Snowball, pick up momentum and win over the majority of your business. Keep transitioning from the traditional top-down to the more innovative bottom-up culture. Challenging culture
  35. 35. 35 Management can fan the flames of digital experimentation. Management styles for experimentation More opportunities means more valuable data and insights to improve the business. Two management styles: • Peer review • Top metrics Challenging culture
  36. 36. 36 It won’t discourage experimentation. Management style 1: Peer review More hoops means more thought. More thought means greater complexity and rationale. Experiments become more valuable. Netflix and AirBnb’s adoption shows it ca be successful. Challenging culture
  37. 37. 37 Monitor business performance from revenue and user acquisition to catch checkout rates and more. Management style 2: Top metrics Communicate which metrics are most important. Focus experimentation where it is needed most. Challenging culture
  38. 38. 38 Siloed business functions miss out on: • The news of success. • Experimentation terminology. • Valuable insights being discovered which they could implement. Breaking down silo walls Communicate effectively. Try distributing a monthly experimentation newsletter. Challenging culture
  39. 39. 39 Good to great summary Scale the number, depth and quality of digital experimentation. Challenge your organization's culture. Invest in shedding legacy technology.
  40. 40. 40 Download the report. Stay for Q&A.
  41. 41. 41 In the next webinar: Revitalising hypotheses and the digital experimentation engine. How to embed digital experimentation across an entire business. • Scope • Function
  42. 42. 42 You’ve got questions, we’ve got answers
  43. 43. 43 Thank you!

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