Conversion Hotel 2018 Keynote: Ton Wesseling

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This document discusses the importance of validation in organizations. It mentions validating quantity and quality, predicting value based on evidence level, and calculating return on investment (ROI) based on quantity times quality minus costs. It also references establishing a validation center of excellence and conducting trustworthy research. The overall message is that validation should occur in every organization.

Marketing

SUBTITLE BELOW!
Validation!
In every!
Organization!

ton.wesseling@onlinedialogue.com
Validation!
in every!
Organization!

ton.wesseling@onlinedialogue.com
Validate!
&!
action!

ton.wesseling@onlinedialogue.com
Quantity!

ton.wesseling@onlinedialogue.com
Quality!

ton.wesseling@onlinedialogue.com
Predicted Value!
*!
Evidence level!

ton.wesseling@onlinedialogue.com
ROI !
quantity * quality!
costs!limit!

ton.wesseling@onlinedialogue.com
Validation!
center of!
Excellence!

ton.wesseling@onlinedialogue.com
Trustworthy research!
&!
behavioral intelligence lab!

Conversion Hotel 2018 Keynote: Ton Wesseling

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Webanalisten .nl

CH2019 keynote: Guy Yalif - AI and personalization demystified

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-ai-personalization-demystified/) Guy has a background that is quite impressive. From Princeton to 3 years Boston Consulting Group in the 90’s and then on for his MBA at Stanford and MBA internship at Microsoft. Guy did his time at an online marketplace start-up that got acquired before he moved to Yahoo! to have several product marketing positions for 7 years in a row. He has been the head of global product and industry marketing at Twitter and was member of the executive team at Brightroll. Nowadays he is the founder and CEO of a start-up that uses machine learning to optimize websites. The number 1 outcome of the #CH2019 attendee question on what the hot topics in our industry are for the coming year, was: personalization. AI and Machine Learnings were also high on this list, the combination of these topics is the sweet-spot where we all know of that the companies we work for are going to invest heavenly in the next coming years. But as true data driven optimizers we also know that many companies won’t have the users to do proper personalization and/or machine learning. We also believe that they should fix the basics first… Nevertheless we know we are going to have to deal a lot with personalization and machine learning in our jobs. It may sound scary, because you don’t exactly know what it is and how to apply it, but you also know that this is the way to the future (or was McDonald’s buying Dynamic Yield a big fail?). But how to take the first steps in a proper way? When I thought of a potential speaker that could demystify AI and personalization for us – I thought of Guy. Happy learning, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Aurélie Pols - Data governance

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-future-of-data-governance-gdpr/) This is an amazing woman with so much knowledge on analytics data and privacy in particular. I bumped into Aurélie Pols around 14 years ago when she was already publishing analytics content on the analytics blog of her former company (which might even be the first webanalytics agency being sold to a large firm). The blog was an inspiration for me to move away from writing about analytics for big broad marketing blogs and to start webanalisten.nl back in 2008 – a Dutch written niche blog on analytics and optimization. By then Aurélie already had 10 years of statistics and analytics experience… She moved on and did her work with Web Analytics Demystified and the Digital Analytics Association before she moved into the field of analytics & privacy. Yes, she focused on data and privacy already in 2012! So when I saw privacy and issues with data quality among the top 10 topics the #CH2019 attendees want to learn form I immediately thought of Aurélie. She accepted the challenge to keynote at Texel, also because she was born nearby in Alkmaar. Great Aurélie is coming over – she will enlighten us on all the questions we have on data and privacy. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

(video summary at: https://conversionhotel.com/session/keynote-2019-pitch-winner/) One of the many things I strive to optimize year-over-year is the quality (and diversity) of the attendees. To me this is even more important then the quality of the performers (who are important too, don’t get me wrong). Performers are there to inspire and entertain, but the time you spend with your fellow attendees is way bigger. This is were you go in depth based upon the inspiration by the performers. And of course it makes sense if I state that the combined knowledge of the 200 attendees is way bigger then the knowledge of the performers combined. Of course the performers are specialists, trained to deliver a performance. This is why they are on stage, but I also believe that there are also potential performers among our attendees. I’m not talking about the experienced performers that see this yearly Texel event as a nice final get together of optimization specialists before the winter conference break. I’m talking about people that are ready to take the step, but just need the final push. This year at The Conference formerly known as Conversion Hotel we were having a keynote pitch competition. Out of all the keynote pitch applications we got from the ticket application proces this summer we selected 9 contestants. They were guided in their 2 minute pitch by world class CRO speaker and speaker coach Michael Aagaard from Denmark. All these pitches will be delivered on Friday and all the attendees voted “Yes” or “No” on the question for every pitch “Do you want this presenter and topic as a keynote”. The highest “Yes” score will become a keynote on the #CH2019 main stage on Saturday. Number 9 got lot’s of speaker coaching by Michael and a bunch of drinks to recover. Number 2 to 8 were scheduled as a presentation in one of the two presentation rooms during the break-out sessions. Michael was there for support and will devote some coaching time after the conference! Lucia won the pitch competition and took main stage on Saturday. She did great! Enjoy the slides. Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Elke Geraerts - Authenthic intelligence

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-authentic-intelligence/) Boundless curiosity and a passion for people – this perhaps best describes Elke. This unique combination quickly led to a flourishing academic career. With a PhD in psychology, Elke held various positions at the universities of Harvard, St Andrews, Maastricht and Rotterdam, where she attracted international attention with her research work. She moved over to the business site triggered by her scientific insights about mental resilience and started working on on increasing mental resilience, energy and productivity of employees. Her public breakthrough came with her bestseller “Mentaal Kapitaal” (2015). This book, which is now in its thirteenth edition, was translated into English under the title Better Minds. In 2016, “Het Nieuwe Mentaal” (The New Mental) followed; it takes a closer look at the importance of courage for a successful life. In her latest book, “Authentieke Intelligentie” (Authentic Intelligence), Elke passionately advocates that we capitalize fully on what makes us unique as humans in an increasingly digitized world. And this is exactly the reason to invite her for a keynote at #CH2019 – to give us some inspirational insights on how to survive as humans in this AI based future. Enjoy her talk, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Lukas Vermeer - One neat trick to run better experiments

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-run-better-experiments-srm-checks/) Lukas combines industry experience in online experimentation and data science with an academic background in computing science and machine learning. When I first met him, he was already a smart guy, but still working at Oracle. A year later he moved on to Booking.com (almost 7 years ago already – he has seen a large bunch of new employees coming in :-)) to finally become their director of experimentation. Lukas is responsible for the internal tooling and training that helps product development improve the customer experience in measurable steps through thousands of experiments. Of course he presented about this around the world, but never at Texel. Finally it was time to ask him – not to speak about democratizing experimentation or his storytelling on statistics. You have probably seen that before. We asked him because you, as CH2019 attendees, asked us to go advanced on experimentation and he is one of the only ones in Europe that has (co-)written in depth scientific papers on experimentation. And that is exactly what Lukas is going to do: go in depth on his recent Sample Ratio Mismatch paper. Enjoy the ride, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Roger Dooley - Friction

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-friction/) When I asked the #CH2019 attendees about topics they want to learn more about, consumer Psychology popped up in the top 5. Happy to see this topic so high on the list, because I truly believe that effective optimization is a combination of data & psychology. Going through potential speakers I reached out to Roger Dooley, because he just published his new book: “Friction – The Untapped Force That Can Be Your Most Powerful Advantage” (McGraw Hill, May 17, 2019). I’ve seen Roger on stage several times around the world presenting about his previous books, but he was never on stage yet at Texel. Perfect timing: so now he will be on our stage in November this year, to spread his knowledge, interact and investigate where friction can be reduced. Roger is also the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. You might know him of his popular blog Neuromarketing or his columns at Forbes.com and I’m happy he accepted to keynote at CH2019. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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