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

1. 1
ALWAYS BE TESTING
How eROI + Taco Bell Built a Testing Agenda
(and What Happened Next)

2. Cher Fuller
SENIOR DIGITAL STRATEGIST
@cherfuller
Christine Li
E-COMMERCE INNOVATION
@li_tacobeta
2

3. 3
“Without data, you’re
just another person
with an OPINION.”
-W. Edwards Deming, data scientist

4. Here are some other people
with opinions….
4

5. 5
Product testing
TOLEDO, OH.

6. 6
Digitally engaged brands
swim in OCEANS OF DATA.

7. 7
More data is being collected
and analyzed today than at
ANY OTHER TIME IN HISTORY.

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
A
B A
B
By A/B TESTING, right?

10. 1 2 3 4 5
10
But A/B testing is step 5.

11. 1 2 3 4 5
11
But A/B testing is step 5.
You need to start at step 1.

12. 12
To swim this ocean of data,
first TEST THE WATER.

13. 13
Build a Learning Agenda

14. 14
A LEARNING AGENDA asks specific
questions in a specific order to set the
framework for a testing strategy.

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
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
Why does a brand care
about the DATA STORY?

18. 18
Where We Sometimes Misstep

19. 19
NOT EVERYONE speaks data.
We need to translate it.

20. 20
WHAT WE WILL COVER TODAY
Make the complex
SIMPLE.

21. 21
TELL STORIES,
not reports.

22. 22
So We Revisualized
The Learning Agenda.

23. 23
BEFORE AFTER

24. 24
This learning agenda
helped Taco Bell’s brand team
TAKE TRULY DATA-DRIVEN ACTIONS.

25. 25
We Revisualized
Our Performance Reports Too

26. 26
Digital
Strategists
Performance
Analysts

27. 27
PERFORMANCE REPORTS
influence brand decisions

28. PERFORMANCE
Reports

29. 29
qualitative data branding operations quantitative data
performance
Audience
Brand position
Message / tone
Visual style direction
Content strategy

30. 30
Data Storytelling Opens the Door
to Bigger (!) Creative Possibilities

31. TOP
Emails
2016
31
1
2
3
4
5

32. CYBER MONDAY
Delivered 42% more clicks
than average
And a 24% higher click-to-open rate
than average
32

33. NAKED CHICKEN
CHALUPA
By placing the secondary message
first, we gained +10% total clicks
and 2x higher conversions.

34. 34
To Recap

35. 35
TO RECAP
Data is cool

36. 36
TO RECAP
First ask WHY, then WHAT

37. 37
TO RECAP
Tell stories, not reports

38. 38
TO RECAP
Collaborate!

39. 39
TO RECAP
Informed creative > Pretty things

40. 40
Any questions?