This document summarizes a webinar about defining a vision for digital leadership. It discusses Sky's journey in building a digital optimization team, lessons learned, and their process. The webinar covered Optimizely's digital experimentation platform and how it helps companies accelerate innovation through experimentation. It also showed how Optimizely takes customers on an experimentation journey to different maturity levels and drives business value through velocity and volume of experiments.

1. Defining a Vision for
Digital Leadership
WEBINAR
Jonathan Crowder
Sky
LESSONS FROM THE GROWTH OF SKY’S
DIGITAL OPTIMISATION TEAM
Wes McCabe
Optimizely

2. FIRST CALL 1

3. OPTIMIZELY.COM/DIGITAL-CHANGE-AGENTS

4. Agenda
! Introduction
! What is Optimizely?
! Sky’s Journey
! Q&A

5. Defining a Vision for
Digital Leadership
WEBINAR
Jonathan Crowder
Sky
LESSONS FROM THE GROWTH OF SKY’S
DIGITAL OPTIMISATION TEAM
Wes McCabe
Optimizely

6. Digital Experience Optimization:
Digital Products, Commerce & Campaigns
Up to 5X Increase in Yield:
Revenue, Share of wallet, Funnel conversion,
Risk mitigation, Ops efficiency
Partner of Choice:
Work with leading global enterprises & “digital
disruptors” including 26 of F100
OUR COMPANY
Digital Experimentation Platform:
Next gen “Test and Learn” System
Replaces Digital Guesswork:
with Evidence-based optimization
Speeds Innovation & Optimization:
Single platform for marketing & product teams
Best in class stats & machine learning
Consumer grade usability
Enterprise program management & prof. services
OUR SOLUTION

7. “Our success is a function of
how many experiments
we do per year, per month,
per week, per day.”
“Instead of saying ‘I have an
idea,’ what if you said
‘I have a new hypothesis,
let’s go test it.’
“Our company culture
encourages
experimentation and
free flow of ideas.”
“One of the things I’m
most proud of, and I think
what is the key to our
success, is this testing
framework we’ve built.”
Experimentation is the
Next Great Business
Transformation
Jeff Bezos Larry Page
Mark Zuckerberg Satya Nadella
The Surprising
Power of Online
Experiments

8. 10x more experiments
Consumer-grade usability
Open data integration
Maximum yield of business value
UX and feature-level experiments
and personalization at every digital
touch point
Enterprise-wide
management & governance
Captures, governs and shares
ideation, analyses & results
Optimizely X Unlocks the Experimentation Best Practices
of the World’s Greatest Digital Companies
World’s most trusted outcomes
BestinclassStatsEngine
FasttimetoresultsviaML
Accelerates digital innovation
Speeds dev ops & deployment
De-risks continuous feature delivery
Ensures success of new features
Unifying flagging & experiments
enables controlled testing of new
features while maintaining high
performance
Ideate
Manage
StoreGovern
Analyze
Share
Open Data
Integration
Security &
compliance
Stats
Engine
Stats
Accelerator
Consumer-
grade
usability
APIs &
Developer
Tools
Feature
Flags
Open source
SDKs
X-Channel
Full Stack
Experimentation
Personali-
zation
Recommen-
dations
Web
Experimentation
PRODUCTS
COMMERCE
CAMPAIGNS

9. We’re Proud to Work With
Great Global Enterprises
21 of the Fortune 100 have Chosen Optimizely to Drive Their Digital Experience

10. B U S I N E S S V A L U E
VELOCITY/VOLUME
LEVEL 1
Executional
Start
LEVEL 2
Foundational
Growth
LEVEL 3
Cross-functional
Advancement
LEVEL 4
Operational
Excellence
LEVEL 5
Culture of
Experimentation
Our Products and Services Take
You on Your Experimentation Journey

11. ROI
CHALLENGE
NEXT STEPS
MATURITY
BENCHMARK

12. Defining a Vision for Digital Leadership at Sky
by Jonathan Crowder Britannia

13. 13

14. Who am I?

15. What do I do?

16. Why do we do it?

17. How do we do it?

18. 18

21. 21
Not to scale (obviously – I’m not mad)

22. 22
Not to scale (obviously – I’m not mad)
We centralised our broad technology base
in a single new site in Leeds.

23. 23

24. 24
We came up with a long term plan to change
2015 2016 2017 2018 2019 2020
Creating the environment for
efficiency
Rebuilding the platforms for efficiency Realising efficiency by extracting the maximum value from what we have
Rebuild and Redevelop
Product & Optimisation
DigitalResource

25. How do we do it?

26. 26
Discover
Design
Develop
Test
Discover
Design
Develop
Test
Discover
Design
Develop
Test

27. Ideate
Create
Measure

28. Ideate
Create
Measure
Automated Reporting
Deep Dive Analyses
Monitoring & Listening
Research / UXT
VOC / Social
Employee

29. Ideate
Create
Measure
Copy
Design / UX
Marketing
Development
Compliance

30. Ideate
Create
Measure

31. 31
How do we work?
Data Insight Hypothesis ProofPriority Results
Web Analytics
Research / UXT
Data Warehouse
Ops Data
VOC / Social
Employee
Automated
Reporting
Deep Dive
Analyses
Monitoring
& Listening
Business
Demand
Intuition &
Opinion
Hypothesis
Articulatio
n
Controlled Testing
(A/B & MVT)
Research Validation
Bus. Justification
Business Impact
Projection
Measurement,
Learning &
Implementation
Insight-driven continuous improvement
Scientific, scalable, repeatable and 100% aligned to KPIs
Ideate Create Measure

32. What have we done?

33. 33
£?

34. 34
What’s the secret?

35. 35
A B

36. 36
A B

37. Principles

38. Think big

39. Gotta go fast

40. Failure is an option

41. Optimisation is a quest for truth

42. Experimentation empowers

43. Test everything, everywhere

44. Defining a Vision for Digital Leadership at Sky
by Jonathan Crowder Britannia

45. Thank You