1. Three leadership principles to
build a winning testing
team
Ed Wu
Director, Dell.com Testing & Targeting

2. Global Marketing2 Confidential
8 Best Tests of 2012
HON MENTION

3. Global Marketing3 Confidential
‘09
‘10
‘11
‘12
• Regional team with
segment focus
• Browse layer
optimization
• Simple A/B tests
• Formation of
global T&T team
• Cart & Checkout
optimization
• Testing process
v.1
• Established the
foundation for
strategic testing
• Ramped up
targeting capability
globally
• Significantly
improved testing
process
Deliver Rev upside
and improve
Customer
Experience through
• Iterative Testing
• Bold Strategic
Testing
• Automatic
Targeting
• Better Quality
Assurance
#1 Envision

4. Global Marketing4 Confidential
#2 Empower
Trusted
advisor
Customer
advocate
Problem
solver
Connector
Communi-
cator
Revenue
Volume
Quality
I-CSAT
Timeline

5. 3 Competence5 Confidential
#3 Enable
1 Process adherence
Development KPIs Quarterly
Goal
QTD
actuals
Attainment
% of tests
completion within 2
weeks
70% 60% 86%
% of tests
completion within 3
weeks
95% 90% 95%
First pass yield rate 70% 80% 114%
Post-launch defects 0% 2%
2 Partnership &
Accountability

6. Key to build a successful team is…
Leadership
• Develop, articulate and
reinforce a clear vision
• Help the team
understand how they
add value and how they
are being measured
• Process / accountability
/ training to enable a
highly distributed,
competent and
collaborative
organization
6 Confidential

7. Grazie
σας ευχαριστώ
Děkuji
谢谢
ありがとう
dank u
Danke
Merci
‫תודה‬
शु�क्र
감사합니다
Obrigado
Gracias
Спасибо
Tack
ขอบคุณ
teşekkür ederim
cảm ơn bạn
Go raibh maith
Thank you
ed_wu@dell.com
Twitter: ed_wu
Dell Confidential7