Steve Keightley, Head of Optimisation, Mezzo Labs - Data-Driven Optimisation
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Data-Driven Optimisation by Steve Keightley with Mezzo Labs, presented at Mezzo Lab's 'Getting to Grips with Data-Driven Optimisation' event in November 2016.
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Steve Keightley, Head of Optimisation, Mezzo Labs - Data-Driven Optimisation
- 1. GETTING TO GRIPS WITH DATA-DRIVEN OPTIMISATION 30 November, London EC1
- 4. Our speakers
- 5. A / Bee testing – from nectar to honey Steve Keightley, Head of Optimisation, Mezzo Labs
- 9. Process
- 11. Process Specialised roles Sound planning
- 12. Hard working Process Specialised roles Sound planning
- 14. Get stakeholders on board Agree on the data sources Fact not opinions Accept that web data is not 100% perfect Believe…in the data
- 15. Find the nectar Web analytics, survey feedback, heat maps, call centre, data visualisations Ask the right questions (5Ws) Explore…getting to why
- 16. Make it testable "If __[I do this] __, then __[this]__ will happen.“ Can it be measured? What are the variables? Hypothesis creation
- 17. Cross-pollinate Previous test insights Take inspiration from competitors Ideas…worth sharing
- 18. Which idea is the Queen? Prioritise which will deliver the most value? Which idea will produce the more offspring? Value…follow the money/honey
- 19. Launch your test Harvest the results Proper statistical analysis Share the results Experiment liberally
- 20. Data-driven approach Transparent processes Better engagement More winners The results
- 21. Employ worker bees Create a buzz with stakeholders Stick to the plan Get busy testing In summary
- 22. Bee-fore I go…
- 23. Bee-fore I go…
Notes de l'éditeur
- A year since our last event Busy year, lots of growth New staff, 3 teams Optimisation team New customers
- We are doing AB testing We are spending a lot of time and resource on it Only 20% of it improves performance - 80% makes no difference at all So do we get more out of AB Testing?
- Steve Keightley, Mezzo Labs Before you start testing… Aliur Rahman, Experian The people and process, before the technology Duncan Keene, ContentSquare Some technology that will change the way you make decisions Alex Gallagher, UNiDAYS The Only Way Is Up Q&A Panel
- Whipping up the crowd Tried to sweeten Warning - puns
- Benjamin questions Wife - Too many bee facts Any bee fans? See me after
- I’m your bee keeper Bee optimise Draw parallels
- Some commonalities Warning - puns
- 60,000 bees in a hive, one queen Working together Clear processes – publishing, In sync with IT changes, methodical approach
- Worker bees and drones. Female do all the work, while the male drones do nothing except fertilize eggs. Worker bees – cleaning, temperature control, making bees wax, foraging. Optimisation manager, UX designer, front end developer, tester
- Make enough honey for winter Roadmap to enable iterative improvements, maximise through-put, sync with product launches. Build winners into default
- Fly hundreds of miles 1/12 of a teaspoon of honey in their life. Optimisation programme takes perseverance. A tool and some ideas is not enough. Some tests fail. Some are winners.
- Disparate data sources, bot traffic, cookie windows, browser behaviour. Embrace it, because it’s better than having nothing at all "An educated mistake is better than no action at all."
- 5 Ws – what, who, where, when, why
- Bad hypothesis – if this application form worked better on iPhones we would sell more products Good hypothesis – if the buttons were touch friendly, the number of completed applications would increase. Can we quantify the value?
- Talk to the UX team Should have a central place for this
- Scoring system to prioritise tests (ease of implementation, run time, return on investment) Steering committee to decide priorities
- Get stakeholders to predict results Don’t get stung false positives
- Don’t get overwhelmed What bees use to brush their hair – a honeycomb