Setting up an Optimisation Function by Aliur Rahman with Experian, presented at Mezzo Lab's 'Getting to Grips with Data-Driven Optimisation' event in November 2016.

1. Setting up an Optimisation Function
Aliur Rahman
Head of Digital Optimisation & Personalisation

2. Digital Analytics
Digital Optimisation
Personalisation

3. Experian UK PLC
• Free Score (CreditMatcher)
• CreditExpert
• Comparison

4. Digital transformation
• From Technology to Customer Services, from Product to Marketing

5. The brief
• Set up an Optimisation function in London
• Create a culture of test and learn (fail fast, learn quick)
• Bridge relationship between Marketing and Technology

6. TECHNOLOGY PROCESSES PEOPLE
• Process was substandard
• No real governance in place
• Silo optimisation roadmap
• No frameworks or centralisation
• Decent Optimisation tool
• No building out of capability
• Old version being used
• No integration
• Silo Optimisation teams
• No technical people in London
• Skillset gap in Optimisation
OPERATIONAL
• Pushing 2-3 tests a month
• No delivery management
• No Targeting/personalisation
Optimisation before

7. Senior
Leadership
Team Buy-In

8. 7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
• Plan for next 12 months
• Technology
• Process & Governance
• People & Operating Model
• Culture
• Personalisation

9. 7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
• Identify roles and skill set required
• Hire people in London (Contractors)
• Train and Equip

10. 7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
• Agree and establish process
• Establish agile delivery method (KANBAN)
• Centralise assets and communication
• Put in place Steerco and governance

11. Business Kanban Board
Technical Kanban Board
JIRA Kanban boards for Optimisation delivery

12. Centrally hosted assets for Optimisation efficiency
Centralised briefing process in Confluence
Agreed and established process in Blueworks

13. 7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
• Run team using daily stand ups
• Work closely with business owners
• Build, configure and push test live
• Communicate to SLT

14. 7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
5. MEASURE, REPORT & VALIDATE
• Track velocity
• Track and report number of tests completed
• Prove that the Optimisation team was
successful

15. 7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
5. MEASURE, REPORT & VALIDATE
6. TRANSITION
• Replace contractors with permanent team
• Widen scope of digital development
• Build close relationship between
Marketing and Technology

16. 7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
5. MEASURE, REPORT & VALIDATE
6. TRANSITION
7. BAU
• Continue to produce tests
• Align with technology team for wider work
• Put in amends to processes

17. TECHNOLOGY PROCESSES PEOPLE
• Process established and aligned
• Governance & steerco in place
• Centralisation of assets
• KANBAN delivery method
• Technical support from
Vendor
• Building out of capability to
include Personalisation
• Set up three new functions
• Well organised team in London
• Relevant technical skillset
• One team under the same place
OPERATIONAL
• Pushing 15-20 tests a month
• Contributed to increasing
overall site conversion by
80%
Optimisation after

18. Small and nimble operation in a
large and complex environment

19. Establishing a digital first culture

20. Transition and
embed team Personalisation
Mobile App
Optimisation
Establish a
Testing Culture

21. Thank you for listening
Questions?