Building a Successful Optimization Program - Presented on 12/6/12 by Brendan Regan : Marketing Optimization Specialist at Analytics Pros

1. Building a Successful
Optimization Program
December 6, 2012
Brendan Regan
Marketing Optimization Specialist
Analytics Pros

2. The Next 50 Minutes…
Outputs

3. The Next 50 Minutes…
Outputs
• Preconceptions • Applicable Smarts
• Agenda • Actionable Steps
• Curiosity • Motivation!
• Tour Guide

4. 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

5. A Common
Definition
of Optimization
Because being on the same page is cool.

6. The Art and Science of
increasing the marketing
efficiency of a web
property.

7. “Why is it an Art and a
Science?!?”

9. 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

10. If Marketing is an Engine…
Image credit: Popular Hot Rodding

11. Optimization
Philosophy
Our beliefs on Optimization

12. 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

13. 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

14. What It Takes
To Be Successful
in Optimization
A framework

15. What It Takes to Be Successful in Optimization
People
Tools Process

16. What It Takes to Be Successful in Optimization
People

17. People (Skill Sets)
• Business/Marketing Acumen
• Data Analysis
• Heuristic/Usability/UX
• Visual Design
• Optimization SME
• Copywriting
• Technical SME
• Project Management/Coordination

18. People (Skill Sets)
• Business/Marketing Acumen
• Data Analysis
• Heuristic/Usability/UX
• Visual Design
• Optimization SME
• Copywriting
• Technical SME
• Project Management/Coordination

19. What It Takes to Be Successful in Optimization
Process

20. Process (See? It’s Simple!)
Business Challenges Hypotheses
Analyze Report
Results Findings
Goals
Target Heuristic Design
Build Test
Next
Audience Data Variations
Steps
Usability Build
Web Data Design Test
Data Variations

21. Process (a simple one)
1. Define the problem
2. Research/observe the problem
3. Form a hypothesis
4. Conduct experiment
5. Analyze experiment results Look familiar?
6. Form a conclusion
7. Socialize results

22. 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 ;-)

23. 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

24. What It Takes to Be Successful in Optimization
Tools

25. Tools
• What technologies are needed to:
– Coordinate resources
– Design variations
– Document requirements
– Conduct experiment
– Analyze results data
– Socialize experiment results

26. Tools
• What technologies are needed to:
– Coordinate resources
– Design variations
– Document requirements
– Conduct experiment
– Analyze results data
– Socialize experiment results

27. Tools
Etc.

28. 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?

29. Do These 4 Things Tomorrow
2. Get a testing tool in place
– Do we have IT support?
– Build vs. buy?
– Price range?

30. 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?

31. Do These 4 Things Tomorrow
4. Get resources and/or outside help
– Agency partners?
– Consultants/specialists?
– Testing vendors?
– Training?

32. Questions?
Comments?
Stretch those vocal chords.

33. Follow Ups / Follow Me
• brendan.regan@analyticspros.com
• www.linkedin.com/in/brendanregan