Organizational Structure & Culture for Digital Growth & Optimization

Kashif Khurshidkashifkhurshid@gmail.com

January 2014

Current Challenges

• No one working to optimize segments of business/ sections of site holistically (using all digital tools to maximize potential)

• No centralized governance (different personas/ functionality /lack of uniformity / standards on the site / synergy's

• Digital Solutions are all in silos without much cross-channel engagement

Collaboration for Data Driven Solutions

Digital Manager

Web Strategy Director/Manager

Role of a Digital Manager• Digital Managers are assigned sections of the site (MyAccount,

ThinkGreen, Dumpster, Curbside, RBM, SMB, Bagster, etc)

• Responsible for making updates to the site and working on ways/ideas to optimize section (engagement/conversions/business objectives/funnels)

• Key ability: ask the right questions from Analytics Group

• Analytics Team works with DM to uncover findings & set a plan to leverage the appropriate Digital Tools & follows the Digital Performance Lifecycle journey

Digital Performance Life Cycle:The Life Cycle (LC) Model will ensure that all strategy is formulated with proper measurement from the start and lead to actionable insights

Key component of success will be the infinite loop between “Recommendation” and “Setting Goals”

Web Strategy Manager/ Director will drive the LC Model inconjunction with DM

Set Goals

Forecast

Monitor PerformanceEvaluate

Recommend

Role for Director of Web Strategy: Use the Analytics Tool Box for Data Driven Solutions

Analytics

Development•Content•Microsite• tagging

A/B Testing

Paid Search

OrganicEmail / Offline

Social

Research (VOC)

ROLE:Work with Digital Managers (DM) on the following:• Define KPI’s• Forecast Performance• Set Goals• Conversion/Goal Analysis• Market Area/Product Mix/

Pricing Analysis (Site Wide)• Ad Hoc & Deep Dive Analysis• Periodic Monitoring of

Performance• Competitor Analysis (Site

Wide)• Define Segmentation &

Personas (Site Wide)• Technology Integration (Site

Wide)

Educate DM on solutions from Tool Box & create a plan of action

Ensure Brand Integrity & Legal Compliance

TOOL BOX:

DIR

ECTO

R O

F W

EB S

TRAT

EGY

Details of Strategy Manager/ Director:

Example of Metrics/ Business Questions:

Site Wide:• Key pages that lead to conversions• Conversion rates (areas of improvements)• Error rates (where can it be deflected)

Section Specific:• Help center analysis (relevant vs. irrelevant

content- content swap)• MyAccount analysis (those who don’t come to pay,

what are they doing?)• Social- how is social traffic performing? What are

key pages consumed? How can we better engage them?

• Contact us analysis to see where people are coming from and if any of the issues can be addressed online

Digital Strategy Goals

1. Site Wide 2. Section / Role Specific