What Are the Product & Design Principles by FindMyPast PMProduct School
This presentation covers the complexities of working with products across the physical and software arena. We'll be covering how ideas and concepts become reality, how a PM works cross-functionally with multiple teams to keep a project flowing and how a PM continues to iterate and improve upon products after they've made it to consumers' hands.
Key Takeaways:
● Ideas that have proven to be successful in other world class companies
● Benchmarks, Prototypes, Data Driven Products
● Things the company has found to work through experimentation and continuous improvement
Leaner and Smarter: How Enterprises Can Develop Better Digital ProductsThoughtworks
What does "good" look like for product development? What does repeatable innovation look like scaled across an enterprise?
ThoughtWorks Lead Consultant Natalie Hollier shares real-world experiences in applying lean product practices as a continuous process across multiple products and agile development teams. She outlines practical approaches to help companies get started and techniques to support them through their lean transformation. With real examples and artifacts you will learn how to manage - and thrive - in uncertainty to create awesome products.
Check out more of Natalie's thought leadership here: https://www.thoughtworks.com/profiles/natalie-hollier
These slides are my own point of view on what product management is about, how it works in the real world, what I look for when hiring, and how to land that first gig.
I’ve started 3 companies, raised money, and been through 3 acquisitions (on both sides of the table). I’ve got 20 years product management experience in roles from PM to Business Development to VP of Product to Chief Product Person at companies from just me to 100k+, including Oracle, ATG, D&B, NetProspex, and now UpUp Labs, where I work with product management teams to provide coaching and tools to help them with their roadmaps.
Transitioning from Tech to Product ManagementUpUp Labs
Many product managers have a technical background, but how do you get that first gig? And once you've got the job, what special struggles do technical people have in a role that combines technical with business and customer understanding? Learn from Bruce McCarthy, a 20-year product person who has coached and mentored many technical people to become great at product management.
Not all of the fonts display correctly on Slideshare, so apologies there. Download the slides to see the speaker notes and de-mystify the images!
Prioritization 301: An Advanced Roadmapping Class for Product PeopleUpUp Labs
Veteran Product Person Bruce McCarthy's funny and insightful presentation on how to make fanboys out of all your stakeholders by using objective criteria to prioritize your requirements and drive consensus.
As seen at ProductCamp Boston, June 2012.
Visit www.reqqs.com/resources for a Scorecard template in Excel and information on Reqqs - The Smart Roadmap Tool for Product People.
What Are the Product & Design Principles by FindMyPast PMProduct School
This presentation covers the complexities of working with products across the physical and software arena. We'll be covering how ideas and concepts become reality, how a PM works cross-functionally with multiple teams to keep a project flowing and how a PM continues to iterate and improve upon products after they've made it to consumers' hands.
Key Takeaways:
● Ideas that have proven to be successful in other world class companies
● Benchmarks, Prototypes, Data Driven Products
● Things the company has found to work through experimentation and continuous improvement
Leaner and Smarter: How Enterprises Can Develop Better Digital ProductsThoughtworks
What does "good" look like for product development? What does repeatable innovation look like scaled across an enterprise?
ThoughtWorks Lead Consultant Natalie Hollier shares real-world experiences in applying lean product practices as a continuous process across multiple products and agile development teams. She outlines practical approaches to help companies get started and techniques to support them through their lean transformation. With real examples and artifacts you will learn how to manage - and thrive - in uncertainty to create awesome products.
Check out more of Natalie's thought leadership here: https://www.thoughtworks.com/profiles/natalie-hollier
These slides are my own point of view on what product management is about, how it works in the real world, what I look for when hiring, and how to land that first gig.
I’ve started 3 companies, raised money, and been through 3 acquisitions (on both sides of the table). I’ve got 20 years product management experience in roles from PM to Business Development to VP of Product to Chief Product Person at companies from just me to 100k+, including Oracle, ATG, D&B, NetProspex, and now UpUp Labs, where I work with product management teams to provide coaching and tools to help them with their roadmaps.
Transitioning from Tech to Product ManagementUpUp Labs
Many product managers have a technical background, but how do you get that first gig? And once you've got the job, what special struggles do technical people have in a role that combines technical with business and customer understanding? Learn from Bruce McCarthy, a 20-year product person who has coached and mentored many technical people to become great at product management.
Not all of the fonts display correctly on Slideshare, so apologies there. Download the slides to see the speaker notes and de-mystify the images!
Prioritization 301: An Advanced Roadmapping Class for Product PeopleUpUp Labs
Veteran Product Person Bruce McCarthy's funny and insightful presentation on how to make fanboys out of all your stakeholders by using objective criteria to prioritize your requirements and drive consensus.
As seen at ProductCamp Boston, June 2012.
Visit www.reqqs.com/resources for a Scorecard template in Excel and information on Reqqs - The Smart Roadmap Tool for Product People.
What problem are you try to solve. For a variety of reasons agile teams often face situations where product leaders and business stakeholders are handed solutions and requests for features. Problem Canvas is a facilitation method based on LEAN UX to help teams ensure they understand the problem they are trying to solve.
Prioritization Method for Every Case by fmr Atlassian Principal PMProduct School
Main Takeaways:
- Prioritization is about understanding each other and making alignment.
- Choose an appropriate prioritization method depending on your project situation and stakeholder group.
- Find a way to scale up or down your prioritization method and balance between quantitative and qualitative approaches.
Product strategy in a customer centric company at LeanKitFlorent de Gantes
Product strategy in a customer centric company - how LeanKit thinks about Lean, how we organize to deliver on our product strategy, and where Google can improve. Delivered at Scrum User Group, in Atlanta.
Finding a Product Prioritization Framework That WorksAggregage
When planning a roadmap, product managers must sort through huge piles of possibilities, balance competing factors, and ultimately decide what comes next. They have to prioritize—but it’s never that straightforward. You can’t blame product managers for wanting to find the perfect prioritization method to make their jobs easier.
Still, no technique is a silver bullet. While prioritization frameworks can guide your thinking about how to prioritize work, if you trust in them completely, you’ll either end up either building the wrong things or jumping through hoops to justify your work.
Join Janna Bastow, CEO and co-founder of ProdPad, as she talks about the pros and cons of prioritization frameworks.
A presentation given at the IBM UX conference in Israel in March 2015.
In this presentation I discuss what is UX research and why it's a lot simpler than people think it is.
Practical lessons learned from our startup growth accelerator, Sprinthack on growth, agile product management and how to integrate this approach to any organisation's way of working.
How to Build Roadmaps that Stick - Roadmapping 301 (Bruce McCarthy) ProductCa...ProductCamp Boston
Wouldn't it be great if no one could argue with your roadmap? Wouldn't it just rock if you could cut through the endless debates and circular arguments, get to consensus, and just execute?
I'm Bruce McCarthy, VP of Product at NetProspex and Chief Product Person at UpUp Labs. In 17 years as a product person, I've built a roadmapping methodology on 5 pillars:
* Strategic goals
* Objective prioritization
* Shuttle diplomacy
* Transparent themes
* Punctuated equilibrium
At last year's ProductCamp, my standing-room-only session on prioritization was a huge hit with product people. This year I will focus on translating your priorities into a roadmap that will inspire your whole team to buy-in, stick with it, and over-deliver.
This presentation was delivered at ProductCamp Boston, May 4, 2013 by Bruce McCarthy
Website Redesign: Are you planning to succeed or succeeding to fail? It all s...DesignHammer
Don’t let planning your next website project become a full-time second job. Join us for a fresh look at the planning, RFP writing, and hiring process. We’ll provide a “from the trenches” look at common points of failure and provide tactics for avoiding them through guidelines, tips, case studies, and role-play.
During this session attendees will learn:
how to plan a successful website project
how to prepare an appropriate RFP
how to select appropriate internal resources and/or external vendors
Session Twitter Handle: #DMFBRFP
AI Models For Fun and Profit by Walmart Director of Artificial IntelligenceProduct School
Product Management Event at #ProductCon NY on how to create AI models for fun and for profit by Jason Nichols, Director of Artificial Intelligence at Walmart Intelligent Research Lab.
Leaner and Smarter: How Enterprises Can Develop Better Digital Products (v2)Natalie Hollier
This talk was given at the Product Innovation Summit in Boston, September 2016. It provides an overview of how Lean UX teams (applying Design thinking, Lean Startup and Agile development practices) work, and some of the challenges faced by enterprises when trying to adopt and scale teams that work in this way.
The Selection Process - Empowering Your Team in Selecting the Right Technolog...Proformative, Inc.
Ask most management teams and they'll say getting their organization on board with a new technology purchase and implementation is a big task. Having said that, some organizations sail through the process with great team participation and improved productivity and others don't. Why not? What's the difference?
In this session you will learn the secret to creating a successful identification, selection and implementation plan. You will walk away with the tools you need to make better Technology decisions and become an integral part of the technology success for your organization.
Speaker: Cheryl Marks Young, CFO, Easter Seals New Jersey
Presentation delivered at ProformaTECH 2014 - http://www.proformatech.com
Track: Managing Change | Session: 5
Michael Galvin, Sr. Data Scientist, Metis at MLconf ATL 2016MLconf
Machine Learning in Business: Data science has been one of the fastest growing jobs of the past 10 years and companies are rapidly integrating it into their businesses. In this talk I will discuss the practical skills and techniques needed to successfully integrate data science into a business, as well as some common struggles and pitfalls that commonly occur.
Foundational Frameworks a Perspective on PM by Lyft Product LeaderProduct School
Main takeaways:
-Why tech PM have it worse than non-Tech PMs in the technical PM roles?
-You will learn that PM is indeed A Profession of the failures, for the failures…. And yes, the pun is intended!
-You find it hard to understand or define PM? Well, that's exactly why you should join it! OR Illusive definition of PM as a profession is its greatest strength
Agile estimating - what's the point(s)?Nexer Digital
A short practical session on agile estimating. In this session we look at:
1. Understand the importance of estimating size and duration separately.
2. Understand how a team can use relative estimating.
This presentation is based on material and activities from Mike Cohn's CSPO course.
Product Management in the Era of Data ScienceMandar Parikh
My slide-deck from a webinar on the same topic for the Institute of Product Leadership, April 4th, 2017
What does it take to build killer products in the “AI-first” era? What makes for a great Data Science-driven product and how do great Product Managers leverage Data Science to drive value for customers? Find out how to avoid the pitfalls of hype-chasing Data Science tactics. Learn how to work with Data Science and Engineering to build a compelling product and solve real problems.
Mandar takes a practitioner’s approach to present his recipe for success for building Data Science-driven products that drive enduring value for customers.
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”Gilt Tech Talks
On Thursday, January 15, 2015, Gilt Director of Program Management Justin Riservato, Director of Product Andrew Chen, Senior Business Systems Manager Susan Thomas, and Senior Program Manager Myron Miller presented this talk, which focuses on the difference between Program Managers, Business Analysts and Product Managers, and why you engineers need all these managers on your team.
What problem are you try to solve. For a variety of reasons agile teams often face situations where product leaders and business stakeholders are handed solutions and requests for features. Problem Canvas is a facilitation method based on LEAN UX to help teams ensure they understand the problem they are trying to solve.
Prioritization Method for Every Case by fmr Atlassian Principal PMProduct School
Main Takeaways:
- Prioritization is about understanding each other and making alignment.
- Choose an appropriate prioritization method depending on your project situation and stakeholder group.
- Find a way to scale up or down your prioritization method and balance between quantitative and qualitative approaches.
Product strategy in a customer centric company at LeanKitFlorent de Gantes
Product strategy in a customer centric company - how LeanKit thinks about Lean, how we organize to deliver on our product strategy, and where Google can improve. Delivered at Scrum User Group, in Atlanta.
Finding a Product Prioritization Framework That WorksAggregage
When planning a roadmap, product managers must sort through huge piles of possibilities, balance competing factors, and ultimately decide what comes next. They have to prioritize—but it’s never that straightforward. You can’t blame product managers for wanting to find the perfect prioritization method to make their jobs easier.
Still, no technique is a silver bullet. While prioritization frameworks can guide your thinking about how to prioritize work, if you trust in them completely, you’ll either end up either building the wrong things or jumping through hoops to justify your work.
Join Janna Bastow, CEO and co-founder of ProdPad, as she talks about the pros and cons of prioritization frameworks.
A presentation given at the IBM UX conference in Israel in March 2015.
In this presentation I discuss what is UX research and why it's a lot simpler than people think it is.
Practical lessons learned from our startup growth accelerator, Sprinthack on growth, agile product management and how to integrate this approach to any organisation's way of working.
How to Build Roadmaps that Stick - Roadmapping 301 (Bruce McCarthy) ProductCa...ProductCamp Boston
Wouldn't it be great if no one could argue with your roadmap? Wouldn't it just rock if you could cut through the endless debates and circular arguments, get to consensus, and just execute?
I'm Bruce McCarthy, VP of Product at NetProspex and Chief Product Person at UpUp Labs. In 17 years as a product person, I've built a roadmapping methodology on 5 pillars:
* Strategic goals
* Objective prioritization
* Shuttle diplomacy
* Transparent themes
* Punctuated equilibrium
At last year's ProductCamp, my standing-room-only session on prioritization was a huge hit with product people. This year I will focus on translating your priorities into a roadmap that will inspire your whole team to buy-in, stick with it, and over-deliver.
This presentation was delivered at ProductCamp Boston, May 4, 2013 by Bruce McCarthy
Website Redesign: Are you planning to succeed or succeeding to fail? It all s...DesignHammer
Don’t let planning your next website project become a full-time second job. Join us for a fresh look at the planning, RFP writing, and hiring process. We’ll provide a “from the trenches” look at common points of failure and provide tactics for avoiding them through guidelines, tips, case studies, and role-play.
During this session attendees will learn:
how to plan a successful website project
how to prepare an appropriate RFP
how to select appropriate internal resources and/or external vendors
Session Twitter Handle: #DMFBRFP
AI Models For Fun and Profit by Walmart Director of Artificial IntelligenceProduct School
Product Management Event at #ProductCon NY on how to create AI models for fun and for profit by Jason Nichols, Director of Artificial Intelligence at Walmart Intelligent Research Lab.
Leaner and Smarter: How Enterprises Can Develop Better Digital Products (v2)Natalie Hollier
This talk was given at the Product Innovation Summit in Boston, September 2016. It provides an overview of how Lean UX teams (applying Design thinking, Lean Startup and Agile development practices) work, and some of the challenges faced by enterprises when trying to adopt and scale teams that work in this way.
The Selection Process - Empowering Your Team in Selecting the Right Technolog...Proformative, Inc.
Ask most management teams and they'll say getting their organization on board with a new technology purchase and implementation is a big task. Having said that, some organizations sail through the process with great team participation and improved productivity and others don't. Why not? What's the difference?
In this session you will learn the secret to creating a successful identification, selection and implementation plan. You will walk away with the tools you need to make better Technology decisions and become an integral part of the technology success for your organization.
Speaker: Cheryl Marks Young, CFO, Easter Seals New Jersey
Presentation delivered at ProformaTECH 2014 - http://www.proformatech.com
Track: Managing Change | Session: 5
Michael Galvin, Sr. Data Scientist, Metis at MLconf ATL 2016MLconf
Machine Learning in Business: Data science has been one of the fastest growing jobs of the past 10 years and companies are rapidly integrating it into their businesses. In this talk I will discuss the practical skills and techniques needed to successfully integrate data science into a business, as well as some common struggles and pitfalls that commonly occur.
Foundational Frameworks a Perspective on PM by Lyft Product LeaderProduct School
Main takeaways:
-Why tech PM have it worse than non-Tech PMs in the technical PM roles?
-You will learn that PM is indeed A Profession of the failures, for the failures…. And yes, the pun is intended!
-You find it hard to understand or define PM? Well, that's exactly why you should join it! OR Illusive definition of PM as a profession is its greatest strength
Agile estimating - what's the point(s)?Nexer Digital
A short practical session on agile estimating. In this session we look at:
1. Understand the importance of estimating size and duration separately.
2. Understand how a team can use relative estimating.
This presentation is based on material and activities from Mike Cohn's CSPO course.
Product Management in the Era of Data ScienceMandar Parikh
My slide-deck from a webinar on the same topic for the Institute of Product Leadership, April 4th, 2017
What does it take to build killer products in the “AI-first” era? What makes for a great Data Science-driven product and how do great Product Managers leverage Data Science to drive value for customers? Find out how to avoid the pitfalls of hype-chasing Data Science tactics. Learn how to work with Data Science and Engineering to build a compelling product and solve real problems.
Mandar takes a practitioner’s approach to present his recipe for success for building Data Science-driven products that drive enduring value for customers.
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”Gilt Tech Talks
On Thursday, January 15, 2015, Gilt Director of Program Management Justin Riservato, Director of Product Andrew Chen, Senior Business Systems Manager Susan Thomas, and Senior Program Manager Myron Miller presented this talk, which focuses on the difference between Program Managers, Business Analysts and Product Managers, and why you engineers need all these managers on your team.
Data Solutions for Products by Leadspace Director of AnalyticsProduct School
Do you work at a company that develops complex products? Ever had the need to simplify analytical product for mass consumption?
Noam Horenczyk leads the analytics and data science solutions at Leadspace, creating and communicating complex data oriented features to sales and marketing professionals. He talked about the best practices for designing complex products with simplicity in mind and how to understand what customers really want and need to know.
How to Pivot into Product Management by Expedia Group Sr PMProduct School
Main Takeaways:
Know who you are
- Understand the different type of Product Managers
- Realize where you fit better and what new skills you want to grow
- Strategy to acquire new skills
- Identify Product Manager opportunities that suit your skills
Webinar: Finding Your Fit in Product by Planoly Head of ProductProduct School
In this presentation, you will learn to understand different types of Product Management roles, learn how to evaluate your strengths and weaknesses to find a good fit. Djordje also shares the 5 Product Management principles which work across any product type.
Building and scaling a product team is a challenge that every successful product company faces. Brainmates hosted this Sydney AU meetup where we talked about:
- When and how does a startup hire its first product manager?
- Division of labor: how do we grow from one to three to many product folks?
- End-to-end management of product elements/features, or product owner and business owner roles?
- How big is too big?
Object Oriented Business Capability Map - IIBA 2022 - Draft.pptxAustraliaChapterIIBA
Join IIBA® Melbourne as they host an online event specifically on how to develop business capability maps.
About this event
Ever wondered how to develop business capability maps? or perhaps you need a refresher?
Join Mohammad Mirkarimi Senior Business Architect at Capsifi and David Grindlay Principal Business Architect at Capsifi as they guide us through this session.
Captivated by art, science and business - Mohammad is trying to bring these three together. Moh is a drummer, a physics and biology enthusiast, and a business architect and analyst. He has studied Engineering, Business Management and Finance in academia. Also, equipped with IIBA, TOGAF and The Business Architecture Guild bodies of knowledge. Moh has worked as team member, leader and visionary in Management Consulting, Banking, Wealth, Insurance, Government, Telecom and Education industries.
With over 15 years of experience implementing software, David started his career as a business analyst in South Africa primarily in the financial services – insurance industry. In 2014 he moved over to Australia where he really started to observe the notorious gap between business strategies and project roadmaps as well as the downstream implications. More recently in his career, he gained broader exposure to other industries (Retail, Financial Services, Government and Hospitality) helping to structurally decompose business strategies, define the business landscape and help project teams (Business and Technical) realise and align on their common purpose. Today, David considers himself a Business Architect, doing whatever it takes to help companies realise their vision.
This session will contain two parts:
The first part is about learning the basics. There will also be time to review some theoretical stuff – but we promise it won’t be boring! We’ll review The Business Architecture Guild’s view by taking an Object-oriented approach to developing a business capability map
In the second part, we’ll pick a business (a simple one for this exercise, e.g. local cafe) and apply what we’ve studied to develop a business capability map for the chosen business.
At the end of the session, there will be time to share our learnings!
Aubrey Smith, Sparked Advisory
In this training, we will build on the foundation established in Lean Startup 101 and 201 by delving into examples and cases of the Lean Startup concepts in action. Attendees of Lean Startup 301 will be exposed to cutting edge work from thought leaders and experts using Lean Startup in practice today — at startups and within the enterprise. Participation in this session is essential: You will be asked to help design an MVP and experiment to test critical Leap of Faith Assumption(s) in groups and will be encourage to share experiences. The session is designed to allow attendees to stretch their skills and to push one-another to ‘learn by doing’. The session will also include:
Sample cases and live interviews with practitioners highlighting the application of core concepts;
Exercises designed to bring the concepts to life and challenge participants to deepen their skills;
Discussion of advanced topics such organizational culture and governance as well as industry-specific concepts such as using Lean Startup in heavily regulated markets.
Thanks to Lean Startup Co.’s law firm, Orrick, for being the sponsor for this track.
This will be presented at the Optimizely's San Francisco User Group session on Oct 4th. As with any program, an A/B Testing Practice also follows a specific maturity curve. Since it is much more complex and spans across various domains and business units, it begins with a "Sell" phase focused on getting buy-in from various stakeholders but with a specific focus on Engineering & QA, followed by "Scale" phase with focus on building team, efficiency and program and then on to "Expand" phase focused on wider scope/complex tests and strengthen the platform, over to the "Deepen" phase where the focus is to ingrain testing within the company's DNA, i.e., within the backend/algorithms, cross pollinate learning and testing across various business units. The final phase is the "Sustain" phase where Algorithmic Test Management takes over Testing, and Testing is productized as a Value Add service for monetization and brand captial creation. We will walk the audience through our own journey so far along the maturity curve, the lessons learnt along the way, the challenges and what worked for us. The session will be rounded up with a working session with the audience on their own journey, lessons and advice for others.
Building & launching mobile & digital productsAnurag Jain
These slides are an introduction to Product Management for building & launching mobile & digital products for consumers. It covers the basics of Product Management as well as gives an overview of the Product Management process and a practical, iterative approach to building products.
Digital summit Dallas 2015 - Research brings back the 'human' aspect to insightsRamkumar Ravichandran
Every established firm needs engaged Consumers and brand loyalists and advocates - higher the share of loyal & engaged consumers, higher is the brand respect and business performance. Numbers are relatively inexpensive, quick, efficient and more direct way of understanding the engagement and drivers. However Research adds in the additional dimension of motivations/emotions driving such engagement. Only when we bring them together in a strategic way, can we truly appreciate our Customers & be able to offer them the best solutions & services.
Presented at Ford's 2017 Global IT Learning Summit (GLITS)Ron Lazaro
Presentation Details: The best way to think about product discovery is to think about it in relation to product delivery. It's not possible to build a product without doing both discovery and delivery. Discovery encompasses all the activities that we do to decide what to build. It includes all the decisions we make to decide what to build next, whereas delivery is all the activities we do to write code, package releases, ship products. It's how we deliver value to our customers.
Key takeaway for the participants will be to help them understand the difference between Product Discovery and Product Delivery and how to apply techniques in doing both.
In Agile/Scrum the skills of a BA are still needed, especially in more complex efforts. This describes BA skills applied in Agile. Should the BA be a Product Owner? On the scrum team?
Should you follow what others are doing ,just becuase it works for them?
Instead ,choose from Innovative models and Practices best suited to your business model.
#innovation #gartner #leanstartup #designthinking #agileleadership #leadershipexcellence #innovationstrategy #innovationleadership
Similar to BEST Practices - Testing & Optimization | Bredan Rendan (20)
9. 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
10. If Marketing is an Engine…
Image credit: Popular Hot Rodding
12. 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
13. 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
15. What It Takes to Be Successful in Optimization
People
Tools Process
16. What It Takes to Be Successful in Optimization
People
17. People (Skill Sets)
• Business/Marketing Acumen
• Data Analysis
• Heuristic/Usability/UX
• Visual Design
• Optimization SME
• Copywriting
• Technical SME
• Project Management/Coordination
18. People (Skill Sets)
• Business/Marketing Acumen
• Data Analysis
• Heuristic/Usability/UX
• Visual Design
• Optimization SME
• Copywriting
• Technical SME
• Project Management/Coordination
19. What It Takes to Be Successful in Optimization
Process
20. 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
21. 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
22. 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 ;-)
23. 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
24. What It Takes to Be Successful in Optimization
Tools
25. Tools
• What technologies are needed to:
– Coordinate resources
– Design variations
– Document requirements
– Conduct experiment
– Analyze results data
– Socialize experiment results
26. Tools
• What technologies are needed to:
– Coordinate resources
– Design variations
– Document requirements
– Conduct experiment
– Analyze results data
– Socialize experiment results
28. 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?
29. Do These 4 Things Tomorrow
2. Get a testing tool in place
– Do we have IT support?
– Build vs. buy?
– Price range?
30. 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?
31. Do These 4 Things Tomorrow
4. Get resources and/or outside help
– Agency partners?
– Consultants/specialists?
– Testing vendors?
– Training?