The document discusses the role of a data analyst within an A/B testing culture. It outlines that the analyst's tasks involve: 1) Ensuring high quality data is collected, 2) Prioritizing tests that have the highest potential for effectiveness, and 3) Performing business case calculations to assess financial impacts. The analyst is responsible for determining which experiments to run based on statistical power, prioritizing experiments with the largest predicted minimum detectable effects, and calculating returns on investment from successful experiments to optimize company growth within budget constraints.
Community Building: Driving More Diversity & Inclusion in TechDr. Melissa Sassi
Diversity & inclusion drives better performance, products, and insights when teams are reflective of their audience(s). What are the six steps I used to drive greater diversity and inclusion in the programs I run at IBM? Check out this presentation for pointed examples and ideas to move you from zero to hero.
Responsive Branding: Making Your Brand Interactive on the Web Kate Matsudaira
You know the importance of your brand and logo.
When you extend your brand online, a static logo isn’t enough. With the new world of interactivity and app-like experience you want to create a brand language that reinforces your values and personality.
From integrating secondary graphics to bringing elements alive, the way a brand is presented has the power to engage or lose an audience. Join us for examples and lessons you can use to think differently about your brand on the web.
This presentation covers the topic 'Digital Advertising' - a brief introduction, advantages and challenges facing it and throws light on the next in thing in digital advertising, that is mobile advertising. The presentation ends with some brief coverage on all the formats under mobile advertising.
Community Building: Driving More Diversity & Inclusion in TechDr. Melissa Sassi
Diversity & inclusion drives better performance, products, and insights when teams are reflective of their audience(s). What are the six steps I used to drive greater diversity and inclusion in the programs I run at IBM? Check out this presentation for pointed examples and ideas to move you from zero to hero.
Responsive Branding: Making Your Brand Interactive on the Web Kate Matsudaira
You know the importance of your brand and logo.
When you extend your brand online, a static logo isn’t enough. With the new world of interactivity and app-like experience you want to create a brand language that reinforces your values and personality.
From integrating secondary graphics to bringing elements alive, the way a brand is presented has the power to engage or lose an audience. Join us for examples and lessons you can use to think differently about your brand on the web.
This presentation covers the topic 'Digital Advertising' - a brief introduction, advantages and challenges facing it and throws light on the next in thing in digital advertising, that is mobile advertising. The presentation ends with some brief coverage on all the formats under mobile advertising.
When people know exactly who you work with and what solution you provide, it’s easier for them to say YES to
working with you! That’s what a niche is.
Here are 10 of the hottest coaching niches. You can further drill these down to create a niche so unique you literally have NO competition.
The Greatest Question Since the Meaning of Life: What is the ROI of Social MediaLumension
Prior to the Web, companies controlled the engagement with their prospects and customers through information. With the advent of the Social Web and introduction of social media, we are no longer in control of the selling process or influencing the buyer. The people are in control. Today, companies must recognize the paradigm shift in the public relations and marketing landscape as Web 2.0 has fundamentally changed the way we connect, communicate and influence our customers, partners, press, analysts, and other industry influencers. In this presentation titled: The Greatest Question Since the Meaning of Life – What is ROI of Social Media?, C. Edward Brice, SVP of Worldwide Marketing for Lumension, will provide real world insight into the following:
• The evolving marketing and PR landscape
• Why marketing MUST use social media
• Lumension’s story
• Key learnings
• Dos and Don’ts
Death to Boring B2B Marketing: How Applying Design Thinking Drives SuccessCliff Seal
Somewhere along the line, B2B marketing became less of an exercise in creativity and more a balancing act in the dark. Endless tools, contradictory best practices, and mind-numbing levels of optimization dominate the modern marketer’s day-to-day. After all, you still have to hit objective goals to prove your worth to the business—even though it’s almost impossible to know how each decision and effort impacts the overall outcome.
So, you play it safe. You administer tools instead of creating and experimenting. And you miss opportunities to truly excel, because just hitting your numbers is hard enough. No more! It’s time for you to do what you do best again: fearlessly connect with your target market and build empowered customers.
The principles and methods of "design thinking” will equip you to reorient around more audacious goals and pursue a higher level of creativity and risk. Embrace collaboration, conversation, ideation, and testing to find hidden opportunities—all without jeopardizing the good you’ve done so far.
Let’s put tools in their place and be unboring together.
If you're running a tech start-up, it's essential that you familiarize yourself with the fundamentals of web development. Ultimately knowing how to "talk to the talk" will help you communicate better with developers, and overall just look really cool.
In this hour and a half long workshop, Chris Castiglione, experienced developer and founder of One Month Rails, will tackle some development principles and answer questions to get you on the right path, such as, "Front-end vs. Back-end?", "Is UX necessary for my project?", "What is this Javascript function thingy, and why am I passing it strange math equations to it?" He will also have you coding a bit yourself!
Leading a development team (without being a developer yourself) can sometimes feels like talking about dancing, and so this is an interactive and friendly environment in which to learn the basics. Come with questions, and a desire to have fun!
OneMonth.com
OneMonthHtml.com
OneMonthRails.com
Energiaa, uusia innovaatioita, rohkeutta uudistua... Dreamforce to You -tapahtuma kokosi Helsinkiin yli 750 asiakasta ja yhteistyökumppania 3.11.2016. Tapahtuman jaettavat esitysmateriaalit koottuna.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
Building an EVP from scratch, in-house, super fast, for free, based on real d...LinkedIn Talent Solutions
Andrew Levy, Uber
Researching and defining an Employer Value Proposition (EVP) is one of the most important undertakings an organization can do. After all, EVP is how your employees feel about work and how candidates evaluate you as a potential employer. When done right, a good EVP helps you effectively, efficiently recruit and retain the best talent for your specific culture. Without EVP, your recruiters and employees may not be telling a consistent, truthful story about work.
For most organizations, EVP is a terrifying task -- it requires a significant investment of time and money -- often paid to a consulting firm. I'm here to tell you a different story of constructing an EVP. At Uber, we turned this process on it's head and decided to build EVP quickly and lightly, for free, in house, using tons of data points. Here's how we did it...
Session highlights:
-You and your recruitment team are likely telling/selling the wrong story to candidates about your company without even knowing it. Years of reporting structures, cascading goals, and executive speeches have conditioned us to repeat messaging form the top even if it doesn't match the reality in the ranks.
-Brand definition work does not require monetary investment by the part of HR, recruiting, or brand marketing. An EVP can be researched, defined, and disseminated using completely free tools.
-The success of your EVP project can be measured out in the marketplace with candidates and internally with your employees. Doing the work to understand EVP has much broader implications outside of recruiting and can help illuminate the most impactful HR programming your organization should tackle.
Catch the best of Talent Connect: http://bit.ly/2e5ojNe
A talk I've given at Circus Festival in Sydney in March 2013, at Google Sandbox in Cannes in July 2013, and at Reactive's Adweek event in October 2013.
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...ux singapore
It’s not easy to introduce a UX culture within an Organization. There are ways, however, to slowly introduce the culture and get buy-in from other teams. It involves regular meet-ups and getting small wins.
Join Elymar as he shares his journey on how he created a UX Community in the Philippines, and how he brought his learnings into the corporate setting and promoted a Design-Centered culture.
The number of platforms for video consumption is growing as well, with mobile video becoming huge. Mary Meeker’s Internet Trends 2015 found that video accounts for 55% of all mobile traffic. That’s up almost 10% in just three years.
CMI’s own research found that nearly 80% of B2B companies are using some form of video in their content marketing. This percentage has been steadily increasing over the last three years (70% in 2013, 73% in 2014, and 76% in 2015).
So, how do today’s marketers rise above the noise? As we started to explore this question, three overarching challenges emerged:
How do businesses empower themselves to create videos (cost effectively) in the first place?
Once businesses are creating videos, how do they scale this ability across the business?
Once businesses have a functional process for creating videos, how do they use this new skill to differentiate the content they’re producing?
In short, how do marketers start smart, scale up, and stand out by using video as an intelligent piece of a content marketing approach?
Top 3 ways to use your UX team - producttank DFW MeetupJeremy Johnson
As a product owner or manager how should you be using your User Experience team? In this quick talk I go over the top three ways to use your UX team to support you in building better products.
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101MaRS Discovery District
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
Chat platforms like Slack have exploded in popularity, and the benefits for human resources are particularly interesting. But it isn't enough to just have Slack at your company. We interviewed 10 top HR pros on how they made it work for them—and how it's changed their work lives.
Workshop at TiE Bangalore.
Whenever a business is established, it either explicitly or implicitly employs a particular business model that describes the architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit: it thus reflects management's hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit.
This workshop will help entrepreneurs identify and validate their business model - which is a basis for a sound business plan. It will combine theoretical inputs with hands-on work, enabling experiential learning and validation of concepts introduced.
Concepts such as "Business Model Canvas" and "Minimum Viable Product / Service" will be explored. And participants will have an opportunity to use these techniques in developing and evolving their own business concepts.
If you are an entrepreneur looking at validating your business idea, or looking at scaling your business you could gain from this workshop. Also if you are a manager managing a business in an enterprise and want to expand or diversify you will have many take away's for your need.
Take away's from the workshop:
Development of an initial business model
Understanding of what constitutes the "Minimum Viable Product / Service" for the business
Validation / refinement of the business model with actual customer feedback
Develop foundation for a sound business plan.
Ecommerce Conversion World, London March 23 2017 - Ton Wesseling keynoteOnline Dialogue
Keynote by Ton Wesseling of Online Dialogue at the Ecommerce Conversion World event in London on March 23, 2017 about "Online Experiments" and explaining the ROAR model.
When people know exactly who you work with and what solution you provide, it’s easier for them to say YES to
working with you! That’s what a niche is.
Here are 10 of the hottest coaching niches. You can further drill these down to create a niche so unique you literally have NO competition.
The Greatest Question Since the Meaning of Life: What is the ROI of Social MediaLumension
Prior to the Web, companies controlled the engagement with their prospects and customers through information. With the advent of the Social Web and introduction of social media, we are no longer in control of the selling process or influencing the buyer. The people are in control. Today, companies must recognize the paradigm shift in the public relations and marketing landscape as Web 2.0 has fundamentally changed the way we connect, communicate and influence our customers, partners, press, analysts, and other industry influencers. In this presentation titled: The Greatest Question Since the Meaning of Life – What is ROI of Social Media?, C. Edward Brice, SVP of Worldwide Marketing for Lumension, will provide real world insight into the following:
• The evolving marketing and PR landscape
• Why marketing MUST use social media
• Lumension’s story
• Key learnings
• Dos and Don’ts
Death to Boring B2B Marketing: How Applying Design Thinking Drives SuccessCliff Seal
Somewhere along the line, B2B marketing became less of an exercise in creativity and more a balancing act in the dark. Endless tools, contradictory best practices, and mind-numbing levels of optimization dominate the modern marketer’s day-to-day. After all, you still have to hit objective goals to prove your worth to the business—even though it’s almost impossible to know how each decision and effort impacts the overall outcome.
So, you play it safe. You administer tools instead of creating and experimenting. And you miss opportunities to truly excel, because just hitting your numbers is hard enough. No more! It’s time for you to do what you do best again: fearlessly connect with your target market and build empowered customers.
The principles and methods of "design thinking” will equip you to reorient around more audacious goals and pursue a higher level of creativity and risk. Embrace collaboration, conversation, ideation, and testing to find hidden opportunities—all without jeopardizing the good you’ve done so far.
Let’s put tools in their place and be unboring together.
If you're running a tech start-up, it's essential that you familiarize yourself with the fundamentals of web development. Ultimately knowing how to "talk to the talk" will help you communicate better with developers, and overall just look really cool.
In this hour and a half long workshop, Chris Castiglione, experienced developer and founder of One Month Rails, will tackle some development principles and answer questions to get you on the right path, such as, "Front-end vs. Back-end?", "Is UX necessary for my project?", "What is this Javascript function thingy, and why am I passing it strange math equations to it?" He will also have you coding a bit yourself!
Leading a development team (without being a developer yourself) can sometimes feels like talking about dancing, and so this is an interactive and friendly environment in which to learn the basics. Come with questions, and a desire to have fun!
OneMonth.com
OneMonthHtml.com
OneMonthRails.com
Energiaa, uusia innovaatioita, rohkeutta uudistua... Dreamforce to You -tapahtuma kokosi Helsinkiin yli 750 asiakasta ja yhteistyökumppania 3.11.2016. Tapahtuman jaettavat esitysmateriaalit koottuna.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
Building an EVP from scratch, in-house, super fast, for free, based on real d...LinkedIn Talent Solutions
Andrew Levy, Uber
Researching and defining an Employer Value Proposition (EVP) is one of the most important undertakings an organization can do. After all, EVP is how your employees feel about work and how candidates evaluate you as a potential employer. When done right, a good EVP helps you effectively, efficiently recruit and retain the best talent for your specific culture. Without EVP, your recruiters and employees may not be telling a consistent, truthful story about work.
For most organizations, EVP is a terrifying task -- it requires a significant investment of time and money -- often paid to a consulting firm. I'm here to tell you a different story of constructing an EVP. At Uber, we turned this process on it's head and decided to build EVP quickly and lightly, for free, in house, using tons of data points. Here's how we did it...
Session highlights:
-You and your recruitment team are likely telling/selling the wrong story to candidates about your company without even knowing it. Years of reporting structures, cascading goals, and executive speeches have conditioned us to repeat messaging form the top even if it doesn't match the reality in the ranks.
-Brand definition work does not require monetary investment by the part of HR, recruiting, or brand marketing. An EVP can be researched, defined, and disseminated using completely free tools.
-The success of your EVP project can be measured out in the marketplace with candidates and internally with your employees. Doing the work to understand EVP has much broader implications outside of recruiting and can help illuminate the most impactful HR programming your organization should tackle.
Catch the best of Talent Connect: http://bit.ly/2e5ojNe
A talk I've given at Circus Festival in Sydney in March 2013, at Google Sandbox in Cannes in July 2013, and at Reactive's Adweek event in October 2013.
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...ux singapore
It’s not easy to introduce a UX culture within an Organization. There are ways, however, to slowly introduce the culture and get buy-in from other teams. It involves regular meet-ups and getting small wins.
Join Elymar as he shares his journey on how he created a UX Community in the Philippines, and how he brought his learnings into the corporate setting and promoted a Design-Centered culture.
The number of platforms for video consumption is growing as well, with mobile video becoming huge. Mary Meeker’s Internet Trends 2015 found that video accounts for 55% of all mobile traffic. That’s up almost 10% in just three years.
CMI’s own research found that nearly 80% of B2B companies are using some form of video in their content marketing. This percentage has been steadily increasing over the last three years (70% in 2013, 73% in 2014, and 76% in 2015).
So, how do today’s marketers rise above the noise? As we started to explore this question, three overarching challenges emerged:
How do businesses empower themselves to create videos (cost effectively) in the first place?
Once businesses are creating videos, how do they scale this ability across the business?
Once businesses have a functional process for creating videos, how do they use this new skill to differentiate the content they’re producing?
In short, how do marketers start smart, scale up, and stand out by using video as an intelligent piece of a content marketing approach?
Top 3 ways to use your UX team - producttank DFW MeetupJeremy Johnson
As a product owner or manager how should you be using your User Experience team? In this quick talk I go over the top three ways to use your UX team to support you in building better products.
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101MaRS Discovery District
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
Chat platforms like Slack have exploded in popularity, and the benefits for human resources are particularly interesting. But it isn't enough to just have Slack at your company. We interviewed 10 top HR pros on how they made it work for them—and how it's changed their work lives.
Workshop at TiE Bangalore.
Whenever a business is established, it either explicitly or implicitly employs a particular business model that describes the architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit: it thus reflects management's hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit.
This workshop will help entrepreneurs identify and validate their business model - which is a basis for a sound business plan. It will combine theoretical inputs with hands-on work, enabling experiential learning and validation of concepts introduced.
Concepts such as "Business Model Canvas" and "Minimum Viable Product / Service" will be explored. And participants will have an opportunity to use these techniques in developing and evolving their own business concepts.
If you are an entrepreneur looking at validating your business idea, or looking at scaling your business you could gain from this workshop. Also if you are a manager managing a business in an enterprise and want to expand or diversify you will have many take away's for your need.
Take away's from the workshop:
Development of an initial business model
Understanding of what constitutes the "Minimum Viable Product / Service" for the business
Validation / refinement of the business model with actual customer feedback
Develop foundation for a sound business plan.
Ecommerce Conversion World, London March 23 2017 - Ton Wesseling keynoteOnline Dialogue
Keynote by Ton Wesseling of Online Dialogue at the Ecommerce Conversion World event in London on March 23, 2017 about "Online Experiments" and explaining the ROAR model.
Keynote on Online Experiments by Ton Wesseling - Online Dialogue at the Web A...Online Dialogue
Online Experiments: Transactions, Information, Transformation. Keynote by Ton Wesseling of http://onlinedialogue.nl - thought leading agency in CRO and the biggest CRO specialized agency in the Netherlands at the Web Analytics Wednesday at the Optimizely EMEA HQ in Amsterdam. 40 minute talk on September 6th 2017.
Part of the Launchpad: Future of Accounting & Technology #pimeetup. Online channels and the pro's and conn's of each channel (Inbound Marketing, PR, Display, PPC, Social and Email/CRM) and what is best for your accounting business.
Links:
https://adwords.google.com/ - PPC & Display & Retargeting/Remarking
http://advertise.bingads.microsoft.com/en-au/home - PPC
https://buysellads.com/ - Display
https://www.adroll.com/product/prospecting - Display & Retargeting/Remarking
https://ads.twitter.com/ - Social Media
https://business.facebook.com/ - Social Media
https://www.linkedin.com/ads/ - Social Media
http://www.helpareporter.com/sign-up - PR
http://www.sourcebottle.com/subscribe.asp - PR
http://mailchimp.com/ - CRM
https://www.intercom.io/ - CRM
http://simplymeasured.com/free-social-media-tools/ - Social Media Analysis
https://klout.com/home - Social Media Analysis
Qubit Bright Sparks #2: Fast consumer, faster companyQubit
How can you stay ahead in a world where consumers have access to more information than ever before? Qubit invited some of the leading thinkers in the retail and ecommerce space to discuss the different approaches you can take to make sure that you stay faster than your consumers. Check out these presentations from Qubit, Burton, Trendwatching.com, Olapic, Amplience and MetaPack.
Slides 1-31, Innovating in the era of the real-time retailer - Graham Cooke, CEO, Qubit.
32-54, Fresh Engaging Customer Experiences - Richard Wilson, Head of Digital, Burton
55-122, The Expectation Economy: Consumers are already there, are you? - Henry Mason, MD, Trendwatching.com
123-153, Leveraging Visual Content Where it Matters Most - Jose de Cabo, Co-founder, Olapic
154- 202, 7 Customer Experience Tips to drive your Channel Performance - Ben Seymour, Director of Professional Services, Amplience
203-213, If data is the new coal, then people are the new diamonds - David Staunton, Senior Product Marketing Manager, MetaPack
Keynote Ton Wesseling at the Web Analytics Wednesday Copenhagen #wawcph at Se...Online Dialogue
Ton was asked to talk about things that get him excited as a web analyst looking at conversion rate optimization. He picked 5 things:
- The real fun part of web analytics is analyzing how user behavior is changing (analyzing experiments), not creating campaign reports...
- Win: inject your website feedback form responses into your analytics and be able to segment behavior based on goals.
- Run your experiments with an automated and free GTM / GA / EXCEL results set-up!
- To make sure business gets it: apply Bayesian statistics on experiment results, don't report on P values, confidence levels etc.
- Bandit algoritms: use www.smartnotifications.com for automated persuasive messaging on your website.
Being Right Starts By Knowing You're WrongData Con LA
Data Con LA 2020
Description
The recent proliferation of predictive analytics within companies is of limited benefit unless these companies learn to measure, understand, and embrace a critical concept: error. There is no such thing as a perfect predictive model and all tools using any sort of predictive model will have error. Despite being relatively easy to implement and understand, consistent error measurement continues to be underutilized or even completely avoided. In this session we will discuss
*Why embracing error is so valuable to companies.
*We will then review basic ways to measure error in commonly used models and in data source systems such as CRMs and ERPs.
*Most importantly, we will review some ways to approach company leadership with the concept of error.
Speaker
Ryan Johnson, GoGuardian, Director of Science and Analytics
Learn build measure building products customers loveRahul PruthI
An in depth introduction to building products with a focus on software. Slides are from the Product Management Bootcamp at General Assembly, Austin, Texas.
The focus is on the basics of learning, building and measuring as a cycle.
SearchLeeds, Arianne Donoghue 'PPC hacks to help you optimise like a boss' Branded3
Arianne Donoghue is a Digital Marketing Manager at Icelolly.com. Having started off her digital career client side in 2006, she’s worked for both agencies and brands in-house, specialising in search. She is now back client side delivering paid media digital strategy for leading holiday comparison site icelolly.com
DotYeti.com | How to generate more leads with conversion-rate optimizationRoy Selbach
This presentation is for you if:
- You did not increase your website/campaign conversion rates by at least 30% YoY
- You are only focused in driving visitors, but never analyzed your data
- If you are not able to scale the results from your website
- If you want to grow exponentially with your business
- If you want to design or develop better websites
DotYeti.com is the most creative, on-demand and efficient
graphic design platform, accessible for a flat monthly fee.
www.dotyeti.com
What is the most important thing that changes during times of recession? Customer behavior. Building a good customer experience through experimentation can help retain existing customers, strengthen brand loyalty, and gain valuable insights.
Quick introduction to the lean startup. Covers the basic ground for customer development, build measure learn loops and the MVP. Contact us for training: franck@tangostart.com
Should UI/UX be gut-feeling or data-driven? How to stand out from the tough competition by perfecting your owned asset?
A/B testing a long-grind road but it does not have to be tough! Demyth the 4 steps approach to optimization and what it can bring to you
20 million users and 10 million projects, how to scale like Freelancer.comConformato
Joe Griston (Director of People and Talents @Freelancer.com) выступил с темой "20 million users and 10 million projects, how to scale like Freelancer.com" на Conformato Conference 2016. Приобрести видеозаписи конференции можно по ссылке https://goo.gl/V6qIJ0
No e-commerce site is perfect, and there will always be pressure to improve conversions and AOV. A/B and multivariate testing can be an incredibly effective tool when used strategically. Where do you start? What tools do you need? How can you get buy-in from all brand stakeholders? We'll give you the rundown.
More Traffic, More Conversions: How To Build Great Landing PagesHanapin Marketing
Landing pages are a critical part of your marketing strategies, so it’s important that you develop them with a great user experience and your conversion goals in mind. In this session, Hanapin’s Sr. CRO Manager, Samantha Kerr, and Unbounce’s Co-Founder, Oli Gardner, breakdown the components that help you build landing pages that get you more traffic and more conversions.
Similar to Keynote Ton Wesseling at Superweek 2020: How an analyst can add value! (20)
Landing page competition on CROday 2016Ton Wesseling
An example on how to optimize your landing page through 5 second tests. Lessons learned in good optimization and lessons learned into misleading the users. Don't take the wrong path - use the feedback to A/B-test your landing page on the real conversion goals.
Run more experiments - Ilive 2015 Latvia, RigaTon Wesseling
Keynote by Ton Wesseling - CEO / Founder Testing.Agency at Ilive 2015 Latvia, Riga: Run more experiments!
Don't start to soon with A/B-testing, but once you can: scale up! Use your full test capacity and make sure experimenting becomes part of your company DNA. It's high energy, it's fun.
In this presentation the ROAR model is explained - the model you can use to know when to run which and how many experiments.
Keynote Digital Elite Camp Estonia 2015 - ROAR - when to run more experimentsTon Wesseling
Slides of my ROAR keynote at #elitecamp2015 from Peep Laja / ConversionXL in Estonia. I spoke about Risk, +Optimization, +Automation and Re-invent and explained how http://testing.agency can help you getting things done.
Presentation tailor made for the A4Uexpo about the consultancy services of OrangeValley and the learnings of Ton Wesseling as a web analytics practisioner in the last decade. Online conversion strategy with 50 insightful tips.
Presentatie voor op de Sanoma MediaParade 11 april 2008. Verhaal over hoe internet als informatie, communicatie en interactie middel heeft gezorgd voor een verschuiving van de macht naar de consument. Dat sociale netwerken de nieuwe uitgevers zijn en specialisten de communitymanagers. Ga nu publiceren, delen, discussieren over de passie die je hebt en zorg dat je de manager wordt van jouw niche. Adverteerders zullen graag met je samenwerken.
Show drafts
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
StarCompliance is a leading firm specializing in the recovery of stolen cryptocurrency. Our comprehensive services are designed to assist individuals and organizations in navigating the complex process of fraud reporting, investigation, and fund recovery. We combine cutting-edge technology with expert legal support to provide a robust solution for victims of crypto theft.
Our Services Include:
Reporting to Tracking Authorities:
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11. TON@ONLINEDIALOGUE.COM
“Our success at Amazon
is a function of
how many experiments
we do per year, per month, per
week, per day…”
Jeff Bezos, CEO Amazon
14. TON@ONLINEDIALOGUE.COM
What should be done with the A/B-test program?!
A. Increase budgets!
• More a/b-tests (quantity)!
!
B. Increase knowledge!
• Better a/b-tests (quality)!
!
C. Decrease budgets!
• Less a/b-tests (quantity)!
15. TON@ONLINEDIALOGUE.COM
This should always be the answer!
A. Increase budgets!
• More a/b-tests (quantity)!
But in reality it’s different...!
ü You can calculate the answer!
ü You have a big influence on the outcome!
20. TON@ONLINEDIALOGUE.COM
Make sure your testing solution has all users!
Users on template: 42186!
Users in the tool: 37652!
Users with code executed: 34312 !
100%!
89%!
81%!
26. TON@ONLINEDIALOGUE.COM
Be able to create behavioral segments!
Typical ecommerce flow example:
ü All users on your website with enough time to take action
ü All users on your website with at least some interaction
ü All users on your website with heavy interaction
ü All users on your website with clear intent to buy
ü All users on your website that are willing to buy
ü All users on your website that succeed in buying
ü All users on your website that return with intent to buy more
Funnel
+
Average
Lme
37. TON@ONLINEDIALOGUE.COM
Power
Do not reject H0 Reject H0
H0 is true
Correct decision
J
Type I
False Positive (α)
H0 is false
Type II
False Negative (β)
Correct decision
J
Measured
Reality
38. TON@ONLINEDIALOGUE.COM
Power
New version is
NOT better
New version is
better
New version is
NOT better
Correct decision
J
Type I
False Positive (α)
New version is
better
Type II
False Negative (β)
Correct decision
J
Measured
Reality
39. TON@ONLINEDIALOGUE.COM
Power & Significance rule of thumb
Power
When you start: try to test on pages with a high Power
(>80%) à otherwise you don’t detect effects when there is
an effect to be detected (False negatives).
Significance
When you start: try to test against a high enough
significance level (90%) à otherwise you’ll declare winners,
when in reality there isn’t an effect (False positives).
49. TON@ONLINEDIALOGUE.COM
Test Power Determination
DETERMINE UNIQUE WEEKLY VISITORS PER PAGE TYPE!
à Look up the number of weekly visitors with this behavior (select multiple
weeks and device by the number of weeks to account for fluctuation)
52. TON@ONLINEDIALOGUE.COM
Test Power Determination
DETERMINE UNIQUE VISITORS WITH A CONVERSION PER PAGE TYPE!
à Look up the number of weekly visitors with a conversion (select multiple
weeks and device by the number of weeks to account for fluctuation)
à Make sure you don’t have sampled data. Otherwise select a shorter period
67. TON@ONLINEDIALOGUE.COM
What does your calculation look like?!
If significant result:
!
Extra new customers per week!
x!
52 weeks effective!
x!
Average lifetime value!
68. TON@ONLINEDIALOGUE.COM
What does your calculation look like?!
If significant result:
!
Extra transactions per week!
X!
26 weeks effective!
x!
Average order value!
69. TON@ONLINEDIALOGUE.COM
So this experiment will bring us:!
€232,840!
(revenue in 6 months after implementation)
Ø And then just add up all the winners from the past year?
Ø Which makes €5,273,132 for the whole program?
Ø And devide that through the yearly costs of €623,400
Ø So your ROI is: €8.46 revenue per €1 investment?
72. TON@ONLINEDIALOGUE.COM
So that one experiment will bring us:!
€232,840 * (100%-Type-M error %)?!
!
(Yes, if it indeed is a true positive)!
!
€232,840 * (100% - 12%) = €204,899
74. TON@ONLINEDIALOGUE.COM
How NOT to shorten the length of your A/B-test!
hSps://www.einarsen.no/is-your-ab-tesLng-effort-just-chasing-staLsLcal-ghosts/
78. TON@ONLINEDIALOGUE.COM
How to shorten the length of your A/B-test!
hSps://booking.ai/how-booking-com-increases-the-power-of-online-experiments-with-cuped-995d186fff1d
“CUPED tries to remove variance in a metric
that can be accounted for by pre-experiment information”
79. TON@ONLINEDIALOGUE.COM
You could even find more wins!
hSps://booking.ai/how-booking-com-increases-the-power-of-online-experiments-with-cuped-995d186fff1d
83. TON@ONLINEDIALOGUE.COM
Should I stop the experiment?
ü Is something broken? à YES!
ü Is there a SRM error? à YES!
ü Are we losing too much money? à YES!
(and maybe a low chance of becoming significant if you can start a next experiment now)
84. TON@ONLINEDIALOGUE.COM
Back to the calculation!
€232,840 * (100%-Type-M error %)?!
!
(Yes, if it indeed is a true positive)!
!
€232,840 * (100% - 12%) = €204,899
86. TON@ONLINEDIALOGUE.COM
What is your False Discovery Rate?!
Significance border: 90%!
100 experiments!
20 significant outcomes!
!
50%!* (it’s a little lower, this is the poor man’s calculation)!
(with every real win the number of experiments without wins becomes lower, which leads to less false positives)!
87. TON@ONLINEDIALOGUE.COM
So not really 50%!
FDR* = (Measured Wins - ((Measured Wins - !
((100% - Confidence Level) * Experiments))!
/ Confidence Level)) / Measured Wins!
!
=!
!
(20 – ((20 – ((100% - 90%) * 100)) / 90%)) / 20!
!
=!
!
44%!* (only if your power on all experiments was 100%)!
(Your Power will be lower, which means you had more real wins, but not measured (false negatives).!
This leads to less experiments without an effect, so the number of false positives will be even lower)!
88. TON@ONLINEDIALOGUE.COM
Rule of thumb: once you have 10 winners or more!
You can calculate your
True Discovery Rate
Power(Winners+Significance-1)
Winners(Power+Significance-1)
80%*(20%+90%-1) = 0.08
20%*(80%+90%-1) = 0.14
=
57,14%
91. TON@ONLINEDIALOGUE.COM
So all your experiments will bring you:!
Sum of!
(every winner x (100% - Type-M error % per winner))!
!
X!!
True Discovery Rate!
x!
Implementation % (within x months…)!
(assuming every new win is tested on the new default where all earlier wins are implemented)!
94. TON@ONLINEDIALOGUE.COM
Are you above or below your ROI limit?!
1. Above: increase budgets!
2. Below: increase knowledge!
3. Still below: decrease budgets!
95. TON@ONLINEDIALOGUE.COM
Are you above or below your ROI limit?!
① Above: Increase budgets!
• More a/b-tests (quantity)!
• Lower win%, more winners
② Below: Increase knowledge!
• Better a/b-tests (quality)!
• Higher win%, more winners
!
③ Still below: Decrease budgets!
• Less a/b-tests (quantity)!
• Higher win%, less winners
96. TON@ONLINEDIALOGUE.COM
You can help getting to this answer!
A. Increase budgets!
• More a/b-tests (quantity)!
ü You can calculate the answer!
ü You have a big influence on the outcome!