"how to take a test & innovate approach to digital marketing" - brooks bell, digital...

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HOW TO TAKE A TEST & INNOVATE APPROACH TO DIGITAL MARKETING

NAOSHI YAMAUCHI, CHIEF PERFORMANCE OFFICER

BROOKS BELL

@brooksbellinc

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CREEPY CREATURES

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5%EXPLORED

70%WATER

“INNOVATION IS AT HEART A PROCESS OF DISCOVERY”

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Creating efficiencies and connecting data points

YOU ARE INNOVATING

Are you testing and optimizing your site?

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WHEN TESTING IS NOT INNOVATIVE:IT’S JUST CONFIRMING SOMETHING

WHEN TESTING IS INNOVATIVE:IT DISCOVERSYOUR CUSTOMERS

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TODAYSTART…

CUSTOMER INSIGHTS1. Value props not clearly understood

2. Fear messaging does not work

3. Different price plans react differently

30+ EXPERIMENTS

INCREMENTAL DISCOVERY LEADS TO BIG CHANGE & INSIGHTS

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MEN AND WOMEN SHOP DIFFERENTLY?

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JAPANESE PEOPLE HAVE DIFFERENT PREFERENCES

THAN AMERICANS?

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GETTING MORE GUESTS TO CHECKOUT

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POWERING UP TESTING TOOLS

Omnichannel

Real-time discovery

Deeper user behavior

Easier targeting setup

“INNOVATION IS AT HEART A PROCESS OF DISCOVERY”

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TECHNOLOGY IS

ALLOWING DISCOVERY

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It’s up to us to Test, Discover, Innovateand drive positive change

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THANKS

NAOSHI YAMAUCHI, CHIEF PERFORMANCE OFFICER

@brooksbellinc