steve keightley, head of optimisation, mezzo labs - data-driven optimisation
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GETTINGTO GRIPS WITHDATA-DRIVENOPTIMISATION30 November, London EC1
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It’s been a while…
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Customers say…
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Our speakers
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A / Bee testing – from nectar to honey
Steve Keightley, Head of Optimisation, Mezzo Labs
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Process
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Process Specialised roles
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Process Specialised roles
Sound planning
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Hard working
Process Specialised roles
Sound planning
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Believe
Explore
Hypothesis
Ideas
Value
Experiment
Data
Our methodology
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Get stakeholders on board Agree on the data sources Fact not opinions Accept that web data is not 100% perfect
Believe…in the data
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Find the nectar Web analytics, survey feedback, heat
maps, call centre, data visualisations Ask the right questions (5Ws)
Explore…getting to why
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Make it testable "If __[I do this] __, then __[this]__ will
happen.“ Can it be measured? What are the variables?
Hypothesis creation
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Cross-pollinate Previous test insights Take inspiration from competitors
Ideas…worth sharing
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Which idea is the Queen? Prioritise which will deliver the most value? Which idea will produce the more
offspring?
Value…follow the money/honey
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Launch your test Harvest the results Proper statistical analysis Share the results
Experiment liberally
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Data-driven approach Transparent processes Better engagement More winners
The results
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Employ worker bees Create a buzz with stakeholders Stick to the plan Get busy testing
In summary
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Bee-fore I go…
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Bee-fore I go…