My presentation at Digital Data Tips Tuesday, March 20th, 2018

1. Optimization cultureOptimization culture
Guido Jansen, Global CRO Lead

4. professionalsprofessionals
staffingstaffing
inhouseinhouse
HR solutionsHR solutions

5. key figures € 23.30 billion in revenue
37,930 avg. corporate employees
4,858 offices in 39 countries
668,800 people employed everyday

6. our brands

7. building a global optimization team
& internal experimentation culture

9. I combine user data
with my background in
cognitive psychology and
scientific methods
to optimize the (online)
customer journey

10. CRO @ RandstadCRO @ Randstad

11. CRO quirkCRO quirk
online is "just" lead-genonline is "just" lead-gen

12. first global CRO approach:
summer 2017

14. CRO moonshot

15. platform process
people

16. All major countries have a CRO team with curious, creative and
data­driven people: analysts, UX design, frontend development, UX
research, content specialist and a Q&A specialist.
The local teams are supported by a global team with data
specialists, psychologists, statisticians and data visualization
specialists. All working together in an agile way, feeding our machine
learning systems.
people moonshot

17. Full integration with other departments.
Experimenting and validation is in the Randstad DNA with
everything we do.
process moonshot

18. tiered service/maturity modeltiered service/maturity model

19. goals 2018

20. current pace

21. building a (CRO) culturebuilding a (CRO) culture

22. why do you need culture anyway?why do you need culture anyway?
Experimentation doesn't come natural to everyone
Lack of trust/understanding about
data/stats/experiments undermines your authority
Teams are distributed, silo’s don’t let you connect
the dots
Can't do everything centralized

23. it's a lot like
community buildingcommunity building

24. things that didn't workthings that didn't work
Internal "Which Test Won"
Tell once, expect everyone to "get it" (duh)
Getting older, offline people on­board
Employee form for experiment ideas

25. things that do workthings that do work
Take care of your shit umbrella
Calculate ROI in €/$/ ¥/£
Shared cross­team KPIs

26. transparent workflow tool
Idea
Hypothesis
Full experiment plan
Design Development Q&A Live Analysis
Reporting
Research/Experiments

27. CRO buddiesCRO buddies

28. Fortnightly callsFortnightly calls

29. Google+ CommunityGoogle+ Community

30. Global recognitionGlobal recognition

31. things I hope will workthings I hope will work
Onboarding for people outside the online team
Move away from "CRO" and "A/B testing", move to
"Idea validation" / "Business Growth" / "Innovation"
Quantifying every step in the customer journey

32. some features of successful optimization cultures...some features of successful optimization cultures...
Broad data literacy, leadership & trust
Inquisitive, questioning culture
Iterative, learning culture
Bottom­up (Anti­HIPPO)
Share learnings widely
Clear north star goal

33. final thought(s)final thought(s)

35. Q&AQ&A
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