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Building a Successful Optimization Program - Presented on 12/6/12 by Brendan Regan : Marketing Optimization Specialist at Analytics Pros
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Building a Successful Optimization Program
December 6, 2012 Brendan Regan
Marketing Optimization Specialist Analytics Pros
The Next 50 Minutes…
Outputs
The Next 50 Minutes…
• Preconceptions
• Agenda
• Curiosity
• Tour Guide
Outputs
• Applicable Smarts
• Actionable Steps
• Motivation!
What We’ll Cover
1. A Common Definition
2. Philosophy of Optimization
3. What It Takes to Be Successful
4. Do These 4 Things Tomorrow
5. Q & A
A Common Definition
of Optimization Because being on the same page is cool.
The Art and Science of increasing the marketing
efficiency of a web property.
“Why is it an Art and a Science?!?”
Unpacking the Definition
• Efficiency = more outputs w/ less inputs
• Outputs = sales, leads, subscriptions, engagement, etc.
• Higher efficiency = better Marketing ROI
• Often accomplished via A/B/n or MVT testing
– Less ideal, but “change and observe” counts, too
If Marketing is an Engine…
Image credit: Popular Hot Rodding
Optimization Philosophy
Our beliefs on Optimization
Optimization Philosophy
1. Be data-driven
– Data (quantitative & qualitative) drives testing, not opinion
2. Be agile
– A small lift next week is better than a larger lift next year
3. Lift + Learn
– It’s obviously about lift, but testing also provides valuable customer/business insights
Optimization Philosophy (cont’d)
4. Gamble
– Some tests will lose
– Greater risk = greater potential lift
5. Baby steps
– Do what’s feasible ASAP, and build to more complex tests
6. A process, not a project
– The long-term goal is testing as part of marketing operations
What It Takes To Be Successful in Optimization
A framework
What It Takes to Be Successful in Optimization
People
Process Tools
What It Takes to Be Successful in Optimization
People
People (Skill Sets)
• Business/Marketing Acumen
• Data Analysis
• Heuristic/Usability/UX
• Visual Design
• Optimization SME
• Copywriting
• Technical SME
• Project Management/Coordination
People (Skill Sets)
• Business/Marketing Acumen
• Data Analysis
• Heuristic/Usability/UX
• Visual Design
• Optimization SME
• Copywriting
• Technical SME
• Project Management/Coordination
What It Takes to Be Successful in Optimization
Process
Process (See? It’s Simple!)
Business Goals
Target Audience
Usability Data
Web Data
Heuristic Data
Challenges Hypotheses
Design Variations
Build Variations
Design Test
Build Test
Analyze Results
Report Findings
Next Steps
Process (a simple one)
1. Define the problem
2. Research/observe the problem
3. Form a hypothesis
4. Conduct experiment
5. Analyze experiment results
6. Form a conclusion
7. Socialize results
Look familiar?
Process (7 Simple Steps)
For more details:
http://brendan-regan.com/the-steps-of-the-scientific-method-for-marketers/
Disclaimer: My personal blog’s snark does not represent the views of Analytics Pros ;-)
Process (Different Models)
1. In House
– Build a team
2. Outsourced
– Leverage partners/vendors/agencies
3. Hybrid (most common)
– Outsource specialized expertise
• Data analysis
• Testing SME
• Creative
What It Takes to Be Successful in Optimization
Tools
Tools
• What technologies are needed to:
–Coordinate resources
–Design variations
–Document requirements
–Conduct experiment
–Analyze results data
– Socialize experiment results
Tools
• What technologies are needed to:
–Coordinate resources
–Design variations
–Document requirements
–Conduct experiment
–Analyze results data
– Socialize experiment results
Tools
Etc.
Do These 4 Things Tomorrow
1. Conduct “gap analysis” on people skills and tools
– Do we have enough resource allocation?
– Do we need new tools?
– Do we have all the necessary skills in-house?
Do These 4 Things Tomorrow
2. Get a testing tool in place
– Do we have IT support?
– Build vs. buy?
– Price range?
Do These 4 Things Tomorrow
3. Build a business case (if necessary)
– Case studies, calculators, presentations?
– Opportunity cost?
– Tying to corporate goals?
– Who is scared of testing?
Do These 4 Things Tomorrow
4. Get resources and/or outside help
– Agency partners?
– Consultants/specialists?
– Testing vendors?
– Training?
Questions? Comments?
Stretch those vocal chords.
