aliur rahman, experian, - setting up an optimisation function
TRANSCRIPT
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Setting up an Optimisation Function
Aliur RahmanHead of Digital Optimisation & Personalisation
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Digital Analytics
Digital Optimisation
Personalisation
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Experian UK PLC
• Free Score (CreditMatcher)
• CreditExpert
• Comparison
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Digital transformation
• From Technology to Customer Services, from Product to Marketing
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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
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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
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Senior Leadership Team Buy-In
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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
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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
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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
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Business Kanban Board
Technical Kanban Board
JIRA Kanban boards for Optimisation delivery
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Centrally hosted assets for Optimisation efficiency Centralised briefing process in Confluence
Agreed and established process in Blueworks
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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
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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
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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
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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
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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
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Small and nimble operation in a large and complex environment
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Establishing a digital first culture
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Transition and embed team Personalisation
Mobile App Optimisation
Establish a Testing Culture
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Thank you for listening
Questions?