engage emea 2010 - optimize is a team sport - getting organised for success
TRANSCRIPT
Optimisation is a Team Sport - Getting Organised for Success
Bob Garcia, Webtrends
Argentina beat USA 89-81 - 2004 Olympics
It Takes a Team to Win
Spain wins 2010 World Cup
Everton stuns Liverpool 2-0
the Risk of not being Organised?
The ultimate example of design by committee.
Example credit: Jason Carmel, ZAAZ Director of Optimization
Requirements for Success
Test Planning
Test Planning
Strategy Tactic
Selection
PlanningSetup &
QAActivatio
n
Reporting &
Analysis
PROCESS
Project Management Strategy/Planning Analysis & Reporting
Web development Implementation QA
Creative strategy Asset generation Usability
Optimization Analyst Creative Specialist Web Developer
PEOPLE
TECHNOLOGY
the TEAM?
The Team
Combination and coordination of the following skills:
• Planning
• Creative
• Web development
• Analytics and reporting
• Project management
Key Team Members
Exec sponsorship
Budgeting
Advocacy
Marketing Director/VP
Key Team Members
Project Management
Strategy/Planning
Analysis & Reporting
Optimisation Analyst
Key Team Members
Creative strategy
Asset generation
Usability
Creative
Key Team Members
Web development
Implementation
QA
Web Developer
Key Team Members
Scheduling
Resourcing
Workflow
Project Management
Resource Considerations
•Proven experience
•Complete team
•Planning (goals & expectations)
•Account management
•Results
Critical Requirement – T I M E
•Time to build experience
•Time to become successful
•Unified platform – efficiency
Optimization Maturity Model
RODI Realized
• Web Analytics
• Measurement
• No Testing
• Ad Network Targeting
• A/B/n Testing
• Basic MVT -1-3 areas
• 1 Element Targeting
• 1-Project at a Time
• More Advanced MVT
• In-session Segmentation
• Multi Element Targeting
• Frequent
• Personalization
• Integrated Optimization
• External Segment Use
• Social & Multi-Channel
• On-going
Optimization Maturity Phases
“Crawl Phase” Optimization
“Walk Phase” Optimization
“Run Phase” Optimization
Operational Reporting
Effort and cost increase as you move right, but so does the RODI
80% 20%
Potential Gotchas
1.Indecisiveness
2.Lack of resources
3.Unreal expectations
4.Going for
complexity
5.Insufficient time
6.Under funded
7.Risk averse
8.Legal roadblocks
Conclusions
The Team Time Follow through
Ales
sia P
ierd
omen
ico/R
eute
rs
Bob Garcia(e) [email protected](o) 503-553-2741(t) @bob_garcia