Guido Jansen discusses creating an optimization culture at Randstad, a global staffing firm. He outlines both challenges, like independent operating countries and limited local resources, and opportunities, like management buy-in and mature analytics teams. Jansen advocates getting top management buy-in, involving teams, and establishing a culture of continual experimentation and improvement. The goal is for all major countries to have data-driven optimization teams working together and integrating with other departments.

1. Growing up:Growing up: Creating an optimization cultureCreating an optimization culture
Guido Jansen, Global CRO Lead
#CROElite18

3. professionalsprofessionals
staffingstaffing
inhouseinhouse
HR solutionsHR solutions

4. our brands

5. key figures € 23.30 billion in revenue
37,930 avg. corporate employees
4,858 offices in 39 countries
668,800 people employed everyday

6. building a global optimization team
& internal experimentation culture

8. CRO @ RandstadCRO @ Randstad

10. goals 2018

11. current pace

12. things thatthings that don'tdon't work inwork in our favorour favor
Limited local resources
Operating countries are fairly independent
Online is just "lead­gen"
Not all data is connected nicely
CRO is immature
Strong opinions on brand
Experimentation is not in the DNA (yet)

13. things thatthings that dodo work inwork in our favorour favor
Moneyz
CRO is immature
Heaps of data
Relative mature data science/analytics teams
Most countries run on the same platform
MGMT buy­in

14. building a (CRO) culturebuilding a (CRO) culture
work in progresswork in progress

15. why do you need culture anyway?why do you need culture anyway?
Experimentation doesn't come natural to everyone
Lack of trust/understanding about
data/stats/experiments undermines your authority
Teams are distributed, silo’s don’t let you connect
the dots
Can't do everything centralized

16. it's a lot like
community buildingcommunity building

17. Get Top Management Buy-InGet Top Management Buy-In
Get the Team(s) InvolvedGet the Team(s) Involved

18. “Establishing a culture of optimization“Establishing a culture of optimization
really starts with having an attitude ofreally starts with having an attitude of
never being satisfied"never being satisfied"

19. CRO moonshot

20. platform process
people

21. All major countries have a CRO team with curious, creative and
data­driven people: analysts, UX design, frontend development, UX
research, content specialist and a Q&A specialist.
The local teams are supported by a global team with data
specialists, psychologists, statisticians and data visualization
specialists. All working together in an agile way, feeding our machine
learning systems.
people moonshot

22. Full integration with other departments.
Experimenting and validation is in the Randstad DNA with
everything we do.
process moonshot

23. tiered service/maturity modeltiered service/maturity model

24. take care of yourtake care of your
shit umbrellashit umbrella

25. translate CRO to ROItranslate CRO to ROI

26. fortnightly callsfortnightly calls

27. Google+ communityGoogle+ community

28. CRO buddiesCRO buddies

29. global/high level recognitionglobal/high level recognition

30. transparent workflow tooltransparent workflow tool

31. things I hope will workthings I hope will work
Onboarding for people outside the online team
Move away from "CRO" and "A/B testing", move to
"Idea validation" / "Business Growth" / "Innovation"

32. some features of successful optimization cultures...some features of successful optimization cultures...
Broad data literacy, leadership & trust
Inquisitive, questioning culture
Iterative, learning culture
Bottom­up (Anti­HIPPO)
Share learnings widely
Clear north star goal

33. final thought(s)final thought(s)

34. all slides + notes + extra contentall slides + notes + extra content:: gui.do/CROElite18gui.do/CROElite18
x@gui.do