Data-Driven Optimisation by Steve Keightley with Mezzo Labs, presented at Mezzo Lab's 'Getting to Grips with Data-Driven Optimisation' event in November 2016.

1. GETTING
TO GRIPS WITH
DATA-DRIVEN
OPTIMISATION
30 November, London EC1

2. It’s been a
while…

3. Customers say…

4. Our speakers

5. A / Bee testing – from nectar to honey
Steve Keightley, Head of Optimisation, Mezzo Labs

9. Process

10. Process Specialised roles

11. Process Specialised roles
Sound planning

12. Hard working
Process Specialised roles
Sound planning

13. Believe
Explore
Hypothesis
Ideas
Value
Experiment
Data
Our methodology

14.  Get stakeholders on board
 Agree on the data sources
 Fact not opinions
 Accept that web data is not 100% perfect
Believe…in the data

15.  Find the nectar
 Web analytics, survey feedback, heat maps, call
centre, data visualisations
 Ask the right questions (5Ws)
Explore…getting to why

16.  Make it testable
 "If __[I do this] __, then __[this]__ will happen.“
 Can it be measured?
 What are the variables?
Hypothesis creation

17.  Cross-pollinate
 Previous test insights
 Take inspiration from competitors
Ideas…worth sharing

18.  Which idea is the Queen?
 Prioritise which will deliver the most value?
 Which idea will produce the more offspring?
Value…follow the money/honey

19.  Launch your test
 Harvest the results
 Proper statistical analysis
 Share the results
Experiment liberally

20.  Data-driven approach
 Transparent processes
 Better engagement
 More winners
The results

21.  Employ worker bees
 Create a buzz with stakeholders
 Stick to the plan
 Get busy testing
In summary

22. Bee-fore I go…

23. Bee-fore I go…