Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
1
ALWAYS BE TESTING
How eROI + Taco Bell Built a Testing Agenda
(and What Happened Next)
Cher Fuller
SENIOR DIGITAL STRATEGIST
@cherfuller
Christine Li
E-COMMERCE INNOVATION
@li_tacobeta
2
3
“Without data, you’re
just another person
with an OPINION.”
-W. Edwards Deming, data scientist
Here are some other people
with opinions….
4
5
Product testing
TOLEDO, OH.
6
Digitally engaged brands
swim in OCEANS OF DATA.
7
More data is being collected
and analyzed today than at
ANY OTHER TIME IN HISTORY.
8
2.5 billion gigabytes
of data are collected
every day.
90% of globally stored
data was collected in
the past two years.
...
9
A
B A
B
By A/B TESTING, right?
1 2 3 4 5
10
But A/B testing is step 5.
1 2 3 4 5
11
But A/B testing is step 5.
You need to start at step 1.
12
To swim this ocean of data,
first TEST THE WATER.
13
Build a Learning Agenda
14
A LEARNING AGENDA asks specific
questions in a specific order to set the
framework for a testing strategy.
LEARNING AGENDA
15
Hierarchy
Benefits Content Types
Information hierarchy strongly influences user engagement.
By testing ...
16
Before starting any
LEARNING AGENDA, ask…
What are
you testing?
What do you
want to learn?
Why are you
testing it?
What...
17
Why does a brand care
about the DATA STORY?
18
Where We Sometimes Misstep
19
NOT EVERYONE speaks data.
We need to translate it.
20
WHAT WE WILL COVER TODAY
Make the complex
SIMPLE.
21
TELL STORIES,
not reports.
22
So We Revisualized
The Learning Agenda.
23
BEFORE AFTER
24
This learning agenda
helped Taco Bell’s brand team
TAKE TRULY DATA-DRIVEN ACTIONS.
25
We Revisualized
Our Performance Reports Too
26
Digital
Strategists
Performance
Analysts
27
PERFORMANCE REPORTS
influence brand decisions
PERFORMANCE
Reports
29
qualitative data branding operations quantitative data
performance
Audience
Brand position
Message / tone
Visual style ...
30
Data Storytelling Opens the Door
to Bigger (!) Creative Possibilities
TOP
Emails
2016
31
1
2
3
4
5
CYBER MONDAY
Delivered 42% more clicks
than average
And a 24% higher click-to-open rate
than average
32
NAKED CHICKEN
CHALUPA
By placing the secondary message
first, we gained +10% total clicks
and 2x higher conversions.
34
To Recap
35
TO RECAP
Data is cool
36
TO RECAP
First ask WHY, then WHAT
37
TO RECAP
Tell stories, not reports
38
TO RECAP
Collaborate!
39
TO RECAP
Informed creative > Pretty things
40
Any questions?
Prochain SlideShare
Chargement dans…5
×

Always be Testing: How eROI + Taco Bell Built a Testing Agenda (and What Happened Next)

192 vues

Publié le

With over 5 million digital users, Taco Bell's brand pulls in massive amounts of data to explore and learn from. In partnership with their eCommerce Innovation team, learn how we helped them to set up a testing learning agenda, and what we learned from our missteps and results along the way. In this session, we will show you how we defined strategic questions to understand why our testing mattered, show examples of our digital tests, and share what we did with our findings. (Hint: It was pretty cool!)
Speakers:
Cher Fuller, eROI
Christine Li, Taco Bell

Publié dans : Marketing
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Always be Testing: How eROI + Taco Bell Built a Testing Agenda (and What Happened Next)

  1. 1. 1 ALWAYS BE TESTING How eROI + Taco Bell Built a Testing Agenda (and What Happened Next)
  2. 2. Cher Fuller SENIOR DIGITAL STRATEGIST @cherfuller Christine Li E-COMMERCE INNOVATION @li_tacobeta 2
  3. 3. 3 “Without data, you’re just another person with an OPINION.” -W. Edwards Deming, data scientist
  4. 4. Here are some other people with opinions…. 4
  5. 5. 5 Product testing TOLEDO, OH.
  6. 6. 6 Digitally engaged brands swim in OCEANS OF DATA.
  7. 7. 7 More data is being collected and analyzed today than at ANY OTHER TIME IN HISTORY.
  8. 8. 8 2.5 billion gigabytes of data are collected every day. 90% of globally stored data was collected in the past two years. IBM: What is Big Data? https://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
  9. 9. 9 A B A B By A/B TESTING, right?
  10. 10. 1 2 3 4 5 10 But A/B testing is step 5.
  11. 11. 1 2 3 4 5 11 But A/B testing is step 5. You need to start at step 1.
  12. 12. 12 To swim this ocean of data, first TEST THE WATER.
  13. 13. 13 Build a Learning Agenda
  14. 14. 14 A LEARNING AGENDA asks specific questions in a specific order to set the framework for a testing strategy.
  15. 15. LEARNING AGENDA 15 Hierarchy Benefits Content Types Information hierarchy strongly influences user engagement. By testing how prominently we present messages, we can measure what our users really care about—and why. To understand consumer incentive, we must pinpoint the benefit to online ordering. Without this incentive, online ordering loses its value and risks shifting to in-store purchases. Test engagement within several modules against a control to learn if specific types of content are more engaging than others. Once we understand the value of certain modules, we can make strategic decision around when/where to place them in triggered emails.
  16. 16. 16 Before starting any LEARNING AGENDA, ask… What are you testing? What do you want to learn? Why are you testing it? What will you do with your insights? 1 2 3 4
  17. 17. 17 Why does a brand care about the DATA STORY?
  18. 18. 18 Where We Sometimes Misstep
  19. 19. 19 NOT EVERYONE speaks data. We need to translate it.
  20. 20. 20 WHAT WE WILL COVER TODAY Make the complex SIMPLE.
  21. 21. 21 TELL STORIES, not reports.
  22. 22. 22 So We Revisualized The Learning Agenda.
  23. 23. 23 BEFORE AFTER
  24. 24. 24 This learning agenda helped Taco Bell’s brand team TAKE TRULY DATA-DRIVEN ACTIONS.
  25. 25. 25 We Revisualized Our Performance Reports Too
  26. 26. 26 Digital Strategists Performance Analysts
  27. 27. 27 PERFORMANCE REPORTS influence brand decisions
  28. 28. PERFORMANCE Reports
  29. 29. 29 qualitative data branding operations quantitative data performance Audience Brand position Message / tone Visual style direction Content strategy
  30. 30. 30 Data Storytelling Opens the Door to Bigger (!) Creative Possibilities
  31. 31. TOP Emails 2016 31 1 2 3 4 5
  32. 32. CYBER MONDAY Delivered 42% more clicks than average And a 24% higher click-to-open rate than average 32
  33. 33. NAKED CHICKEN CHALUPA By placing the secondary message first, we gained +10% total clicks and 2x higher conversions.
  34. 34. 34 To Recap
  35. 35. 35 TO RECAP Data is cool
  36. 36. 36 TO RECAP First ask WHY, then WHAT
  37. 37. 37 TO RECAP Tell stories, not reports
  38. 38. 38 TO RECAP Collaborate!
  39. 39. 39 TO RECAP Informed creative > Pretty things
  40. 40. 40 Any questions?

×