Opticon 2015-From Skeptic to Champion
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Featuring speakers from Mode Analytics, American Medical Association, Upwork, Optimizely Benn Stancil, Chief Analyst, Mode Analytics Alek Toumert, Senior Digital Analyst, American Medical Association Jason Lin, Senior Director, Web Marketing, Upwork Rohan Karunakaran, Customer Success Manager, Optimizely Whether you're just getting started or are ready to take things to the next level, getting internal support and executive buy-in is instrumental in the success of any optimization program. In this interactive session, speakers will share stories from the trenches and best practices for gaining executive support and internal engagement. You'll learn how to use data to turn any naysayer into an experimentation evangelist, and build a culture where employees are encouraged to learn together, fail forward and take risks safely.
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Opticon 2015-From Skeptic to Champion
- 1. #opticon2015 From Skeptic to Champion: HowtoWinoverKeyStakeholdersandNon- Believers Jason Lin Sr. Director of Web Marketing, Upwork jasonlin@upwork.com Benn Stancil Chief Analyst, Mode Analytics benn@modeanalytics.com Alek Toumert Sr. Digital Analyst, American Medical Association alek.toumert@ama-assn.org Rohan Karunakaran Launch Manager, Optimizely rohan@optimizely.com
- 2. #opticon2015 Benn Stancil Chief Analyst Mode Analytics
- 13. We have to do better
- 16. We care about this thing “Let’s test this thing”
- 17. We care about this thing Let’s test this thing
- 24. “Good artists copy. Great artists steal.”
- 32. Created cart Added items Started checkout Finished checkout 88% 52% 91%
- 33. Created cart Added items Started checkout Finished checkout 88% 52% 91% !!!
- 36. Successful customers download the app.
- 37. Successful customers use their company email.
- 39. Successful customers follow 10+ people.
- 44. Following makes good customers Good customers use Chrome
- 45. Following makes good customers or… Good customers use Chrome
- 46. Following makes good customers or… good customers follow people?
- 50. Successful customers follow 10+ people.
- 51. Ask why.
- 55. These are all things to test
- 56. “Good artists copy. Great artists steal.”
- 61. Iterate.
- 62. #opticon2015 Alek Toumert Senior Digital Analyst American Medical Association
- 63. • DART (Digital Analytics Roundtable) • Optimization program • Roadshows • Internal publicity (Intelligence Hub) Take advantage of all the brains in the building
- 64. Limit barriers for hypotheses gathering • Transparency • Anyone can submit ideas • Small number of fields • Feeds into testing queue
- 65. Make it easy for you to prioritize hypotheses • Different views for DART • Rank on LOE and return
- 66. Let it all out • Be nimble • Cut time off reporting • Spend more time testing • User-focused results
- 67. Even if you can’t tie results to dollars. Prove the ROI of testing.
- 68. Take pulse of people and learn from every result • Vote on each test • Voting wrong isn’t failure • Test outcome matrix
- 69. Homepage MTV Tile Voting Results
- 70. #opticon2015 Jason Lin Senior Director of Web Marketing Upwork (formerly Elance-oDesk
- 71. The Online Workplace For The World 4M+ businesses seeking 2,800+ skills 10M+ freelancers from 180+ countries $1B+ worth of work annually
- 72. Internet Trends Report by KPCB & Mary Meeker
- 73. “Hello, My Name Is …” 1999 2004 2006 2007 2009 THE STUDENT UCLA THE ACCOUNTANT PWC Los Angeles New York THE INNOVATOR HITCHSTERS New York THE STUDENT (again) THE E-‐COM GUY MICHIGAN Ann Arbor WALMART, EBAY SF Bay Area 2015 THE “ONLINE WORK” GUY UPWORK (formerly Elance-‐oDesk) SF Bay Area
- 74. What Is The Hardest Thing To Get Right In Building A Data-‐Driven TesXng Culture?
- 75. To Build Culture … It Takes A Village It takes a lot to “convert” a skeptic, and we’ve discussed some of the key elements: • Analyzing Data To Source An “Ideas Pipeline” • Making It Cross-Functional • Documenting & Sharing Results • Building a Hypothesis Library What’s the hardest part in all this?!
- 76. “Becoming a data-‐driven organisaXon doesn’t just rely on the right technology, structure and processes. The human element is essenXal, and without the right skills, qualiXes and roles, any effort to be successful at data-‐driven markeXng is desXned to struggle.” – Jim Sterne, Founder, Digital Analytics Association
- 77. Curiosity. This is perhaps the hardest, and most important, quality to cultivate in building a data-driven modern marketing team.!
- 78. So, How Do You “Cultivate Curiosity”? 1. Celebrate Failure 2. Practice Reflection 3. Make It Fun (and Easy)
- 79. #1: Embrace Failure. “Failure = Education.” We are not all Steve Jobs (though we’d like to think so).!
- 81. #2: Practice Reflection. What we do demands our care, AND our revision.!
- 83. #3: Make It Fun (and Easy). Make asking “why?” fun and engaging.!
- 84. vs! *data not actual Upwork data!
- 85. Our baby twins “MoJo” (Joshua & Moriah)
- 86. #opticon2015 From Skeptic to Champion: HowtoWinoverKeyStakeholdersandNon- Believers Jason Lin Sr. Director of Web Marketing, Upwork jasonlin@upwork.com Benn Stancil Chief Analyst, Mode Analytics benn@modeanalytics.com Alek Toumert Sr. Digital Analyst, American Medical Association alek.toumert@ama-assn.org Rohan Karunakaran Launch Manager, Optimizely rohan@optimizely.com