Qubit Bright Sparks NYC 2014 - Brooks Bell
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Qubit CMO Ian McCaig discussed with industry experts strategies for tackling stiff competition from commerce giants on the road to delivering contextual web personalisation. Speakers included Naoshi Yamauchi of Brooks Bell, Ramy Badie of TeeTurtle, Geoffrey Forman of Edmund Optics, and Tanuj Parikh of Estimote.
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Qubit Bright Sparks NYC 2014 - Brooks Bell
- 1. PEOPLE, PROCESS, TECHNOLOGY NAOSHI YAMAUCHI, CPO
- 3. 1.92 sec
- 4. F1… OPTIMIZATION PROGRAM FORMULA FOR SUCCESS IS SIMILAR PEOPLE 1st. PROCESS & TECH 2nd.
- 5. 17 Essential components to a successful optimization program 6 1 Culture 2 Team 3 Tools & Systems 4 Process 6 Performance 5 Strategy ROI 24 Categories
- 6. WE’VE BENCHMARKED OPTIMIZATION PROGRAMS FROM THE BIGGEST BRANDS IN THE INDUSTRY.
- 7. TYPICAL OPTIMIZATION PROGRAMS PEOPLE PROCESS TECHNOLOGY Rocking full tilt x x x Rocking.. x x Wheels come flying off x x Good start x Stuck x
- 8. TALENT, CULTURE, PROCESS ISSUES CAUSING ‘UTILIZATION GAP’ Optimization tools increasing in sophistication • Tracking across platforms • Personalization • Mobile • More data! 20 Insufficient Team & Talent • Business savvy analysts • Technical talent • Data savvy executive influencers Capabilities Broken Process • Lack of standards • Minimal documentation Resistant Culture • Gut-driven decision making • Minimal training & sharing UTILIZATION GAP Use DRIVING ISSUES
- 9. 21 Utilization ranks 20th out of 24 total categories in Brooks Bell Strategic Assessment Top Scoring Assessment Categories Worst Scoring 24
- 11. TIPS ON HOW TO GET OPTIMIZATION PROGRAM UNSTUCK
- 12. 24 Ask yourself: “Do we really have the winning team?” If the answer is no, you’re not alone . tip1
- 13. 25 ranks 21st out of 24 total categories in Brooks Bell Strategic Assessment Top Scoring Assessment Categories Worst Scoring ADEQUATE RESOURCES
- 14. 26 tip2 HIRE A ROCK STAR ANALYST WHO CAN INFLUENCE DECISION MAKERS AND TRAIN THEM. DON’T WAIT TO FOR THE UNICORN.
- 15. OPTIMIZATION TEAM Strategy Design Engineering Project Management Analytics Creative
- 16. EVANGELIZE BUILD CULTURE GET INFLUENCERS RECOGNIZED IN TEST WINS tip3
- 17. tip4 CREATE A REPEATABLE PROCESS Standardize and then document campaign, dev, QA, test archives YOU CANNOT SCALE AND MAINTAIN MOMENTUM WITHOUT PROCESS STRUCTURE
- 18. 30 THE STORY OF TESTING AT BRAND X 2011 2012 2013 2014 COMPLEXITY DEMAND TEAM SIZE # OF TESTS PROCESS CULTURE
- 20. tip5 START TARGETING SEGMENTS FOR TESTING. IT WILL MAKE IDEATION MORE EFFECTIVE.
- 21. 33 TIP 1: Ask yourself “Do we really have a winning team?” TIP 2: Hire a rock star analyst who can influence decision makers TIP 3: Get influencers recognized in test wins TIP 4: Create a repeatable process TIP 5: Start targeting segments for testing
- 22. PEOPLE 1st. PROCESS TECH 2nd.