The document outlines the principles of optimization in marketing, emphasizing simplicity, understanding customer needs, and the importance of effective data analysis. It presents five key pillars: data & analysis, strategy, multichannel marketing, creative & content, and user experience, each with common myths debunked. The overarching mantra is to prioritize meaningful progress through strategic thinking and continuous testing.

1. optimise this…
Ian MacArthur
Global Experience Optimisation Director

2. @SagittariusMktg
objective / variables / constraints
mathematical
programming
computer
programming

3. @SagittariusMktg
keep it simple.

4. @SagittariusMktg
did you know?
the average ROI on CRO
tools is 223%

5. @SagittariusMktg
CRO ROI range.
some hit 100% (full cost recovery)
some hit 450% (exponential returns)
which are you going to be?

6. @SagittariusMktg
before we begin…

7. @SagittariusMktg
optimisation mantra.
never mistake movement for progress
subtraction beats addition
apply the ‘so what?’rule every time

8. @SagittariusMktg
five pillars of optimisation.
data&analysis
strategy
multichannelmarketing
creative&content
userexperience

9. @SagittariusMktg
data &
analysis.
ONE
Photo by Lukas from Pexels

10. @SagittariusMktg
I need a dashboard that tells
me everything…
Photo by Kevin Ku from Pexels
MYTH

11. @SagittariusMktg
‘good ideas must be simple.’
Photo by Mikes Photos from Pexels

12. @SagittariusMktg
insights are everywhere.
MYTH

13. @SagittariusMktg
bigdata
‘insights must be insightful’
interpretable uninterpretableinformation
signal
insight
insightful

14. @SagittariusMktg
all these new rules about data
are getting in my way.
MYTH

15. @SagittariusMktg
Photobyrawpixel.comfromPexels
‘regulation is your new friend’

16. @SagittariusMktg
strategy.
TWO
Photo by JESHOOTS.com

17. @SagittariusMktg
ourbusinessobjectivesarethepriority.
Photo by Juhasz Imre from Pexels
MYTH

18. @SagittariusMktg
‘startatthecustomerexperienceandworkback…’

19. @SagittariusMktg
strategic thinking is slow.
Photo by Magda Ehlers from Pexels
MYTH

20. @SagittariusMktg
‘we poured gasoline on our
own burning platform.’
PhotobyTorstenDettlafffromPexels

21. @SagittariusMktg
the right process is in place.
PhotobyLukasfromPexels
MYTH

22. @SagittariusMktg
‘everybody plays a crucial role’
Photo by Toms Svilans from Pexels

23. @SagittariusMktg
multichannel
marketing.
THREE

24. @SagittariusMktg
integration is easy.
Photo by Startup Stock Photos from Pexels
MYTH

25. @SagittariusMktg
‘collaboration needs
to be taught.’

26. @SagittariusMktg
content is king.
Photo by Fancycrave.com from Pexels
MYTH

27. @SagittariusMktg
‘context is the kingdom’
Photo by Lucas Allmann from Pexels

28. @SagittariusMktg
attribution is useful.
MYTH

29. @SagittariusMktg
‘it’s not whether you
win or lose, it’s why?’

30. @SagittariusMktg
creative &
content
FOUR
Photo by Sharon McCutcheon from Pexels

31. @SagittariusMktg
study the brand guidelines.
Photo by Izabella Bedő from Pexels
MYTH

32. @SagittariusMktg
‘a brand is a
promise of an
experience’
Photo by mentatdgt from Pexels

33. @SagittariusMktg
people don’t want personalisation.
MYTH

34. @SagittariusMktg
‘people love personalisation’

35. @SagittariusMktg
if we start producing content
it’ll become an industry.
MYTH

36. @SagittariusMktg
‘a goal without a
plan is a wish’
Photo by Startup Stock Photos from Pexels

37. @SagittariusMktg
user
experience.
FIVE
Photo by PhotoMIX Ltd. from Pexels

38. @SagittariusMktg
amazon have got it right…
MYTH

39. @SagittariusMktg
Amazon have got it right…
‘do what’s
right for you.’

40. @SagittariusMktg
testing is a luxury.
Photo by Rodolfo Clix from Pexels
MYTH

41. @SagittariusMktg
‘never stop testing and you’ll
never stop improving’
Photo by The Lazy Artist Gallery from Pexels

42. @SagittariusMktg
all about aesthetics.
MYTH

43. @SagittariusMktg
‘all about usefulness’

44. @SagittariusMktg
in summary.
Quick recap

45. @SagittariusMktg
what have we covered?
5 pillars x 3 big opportunities
= 18 things to optimise.

46. @SagittariusMktg
five pillars of optimisation.
data&analysis(dashboards,insight,regulation)
strategy(customerfirst,strategywins,optimisesignoffs)
multichannelmarketing(integrateteams,context,attribution)
creative&content(brandimmersion,lovingpersonalisation,planning)
userexperience(rightforyou,keepontesting,usefulness)

47. @SagittariusMktg
optimisation mantra.
never mistake movement for progress
subtraction beats addition
apply the ‘so what?’rule every time

48. @SagittariusMktg
‘the only constant is change’
Photobyrawpixel.comfromPexels

49. @SagittariusMktg
thank you.