PEOPLE, PROCESS, TECHNOLOGYNAOSHI YAMAUCHI, CPO

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F1… OPTIMIZATION PROGRAMFORMULA FOR SUCCESS IS SIMILAR

PEOPLE 1st. PROCESS & TECH 2nd.

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Essential components to a successful optimization program6

1 Culture

2 Team

3 Tools & Systems

4 Process

5 Strategy

6 Performance

ROI

Categories24

WE’VE BENCHMARKED OPTIMIZATION PROGRAMS FROM THE BIGGEST BRANDS IN THE INDUSTRY.

PEOPLE PROCESS TECHNOLOGY

Rocking full tilt x x x

Rocking.. x x

Wheels come flying off x x

Good start x

Stuck x

TYPICAL OPTIMIZATION PROGRAMS

TALENT, CULTURE, PROCESS ISSUES CAUSING ‘UTILIZATION GAP’

Optimization tools increasing in sophistication • Tracking across platforms • Personalization • Mobile • More data!

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Insufficient Team & Talent • Business savvy analysts • Technical talent • Data savvy executive influencers

Broken Process • Lack of standards • Minimal documentation

Resistant Culture • Gut-driven decision making • Minimal training & sharing

UTILIZATION GAP

Capabilities

Use

DRIVING ISSUES

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Utilization ranks 20th out of 24 total categories in Brooks Bell Strategic Assessment

Assessment Categories

Top Scoring

Worst Scoring

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OPTIMIZATION TOOL

TIPS ON HOW TO GET OPTIMIZATION PROGRAM UNSTUCK

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Ask yourself: “Do we really have the winning team?” If the answer is no, you’re not alone �.

tip1

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ranks 21st out of 24 total categories in Brooks Bell Strategic Assessment

Assessment Categories

Top Scoring

Worst Scoring

ADEQUATE RESOURCES

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HIRE A ROCK STAR ANALYST WHO CAN INFLUENCE DECISION MAKERS AND TRAIN THEM. DON’T WAIT TO FOR THE UNICORN.

tip2

OPTIMIZATION TEAM

Strategy Design

Engineering

Analytics

Project Management

Creative

EVANGELIZE & BUILD CULTURE GET INFLUENCERS RECOGNIZED IN TEST WINS

tip3

CREATE A REPEATABLE PROCESS Standardize and then documentcampaign, dev, QA, test archives

YOU CANNOT SCALE AND MAINTAIN MOMENTUMWITHOUT PROCESS & STRUCTURE

tip4

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THE STORY OF TESTING AT BRAND X

2011 2012 2013 2014

DEMAND

COMPLEXITY

TEAM SIZE

# OF TESTS

PROCESS

CULTURE

tip5START TARGETING SEGMENTS FOR TESTING.

IT WILL MAKE IDEATION MORE EFFECTIVE.

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TIP 1: Ask yourself “Do we really have a winning team?”

TIP 2: Hire a rock star analyst who can influence decision makers

TIP 3: Get influencers recognized in test wins

TIP 4: Create a repeatable process

TIP 5: Start targeting segments for testing

PEOPLE 1st. PROCESS & TECH 2nd.

www.brooksbell.com/resources