What does digital marketing maturity look like? How can companies effectively benchmark their experimentation performance? Brooks Bell will share a proven framework that allows you to unlock experimentation success, make more efficient investments and confidently plan for growth. You will learn: -the six elements of a successful experimentation program -how to benchmark your performance -proven ways to evolve your digital marketing maturity

1. Testing Your Testing
Program
Presenters
Claire Schmitt, Sr. Director Optimization Consulting, Brooks Bell
David DeFranza, Director, Optimization Consulting, Brooks Bell
Hudson Arnold, Strategic Partnerships, Optimizely

2. Today’s Speakers
Claire Schmitt
Senior Director Optimization Consulting
Brooks Bell
David DeFranza
Director, Optimization Consulting
Brooks Bell

3. Housekeeping
• We are recording
• Slides will be available after the webinar is complete
• There will be time to submit questions at the end of
the presentation

4. Agenda
• Overview
• The Brooks Bell Maturity Model
• Key questions to ask about your own program
• Testing program problems + solutions
• Q&A

5. Brooks Bell is a premier experimentation consultancy offering world-class
brands a flexible, consulting-based operational model.
Our team of testing experts create custom, data-driven strategies that
help companies solve problems facing their business.
Who we are
Program
Advisement
Experimentation
Training
Full Service
Testing
Resource
Augmentation

6. Building a testing program is hard
Testing requires a lot of time and attention. As a
result, testing managers tend to focus on daily
tasks and not overall program performance.

7. We get tests out the door, but...
• Are we generating impact consistently?
• Does each test contribute to a growing body of
knowledge?
• Is our process as efficient as it could be?
• Are we consistently increasing the skills of our team?
• Has participation across the organization increased?
• Does data drive our decision-making?

8. The Brooks Bell Maturity Model

9. Digital
Experimentation
Maturity Model
6 Critical Testing Program Pillars
Culture
Team
Process
Tech & Tools
Strategy
Performance
6
Key Program
Pillars

10. Culture
Team
Process
Tech & Tools
Strategy
Performance
6
Key Program
Pillars
Culture Categories
• Demand
• Buy-in
• Motivation
• Testing resources/support
• Levels of engagement
• Training/education
Team Categories
• Testing organization structure
• Testing roles/responsibilities
• Skillset
• Resource availability
• Executive sponsorship
Team
ProcessProcess
Tech & Tools
Strategy
Performance Team
Culture
Process Categories
• Experiment design
• Execution process
• Documentation
• Communication
• Reporting + sharing
• Standardization
• Test coordination
• Queue prioritization
Team
Process
Tech & Tools
ProcessProcess
Tech + Tools Categories
• Tool stack
• Data quality
• Integration with existing systems
• Tool feature/functionality
• Tool utilization
Tech & Tools
Strategy
Strategy Categories
• Methodology
• Data usage
• Testing locations
• Ideation maturity
• Customer centricity
• Journey
• Iterative testing
Performance
Strategy
Performance Categories
• Goals
• % capacity testing
• Program measurement
• Impact measurement
• Results/Insights tracking

11. Digital Experimentation
Maturity Landscape
1
2
3
4
5
LEVEL 1
• Testing program in infancy
• Goals may not be defined
• Testing org structure not established yet
• No processes or standardization
• Strategy not informed by data
• Testing and analytics tools in place
LEVEL 2
• Testing is generally accepted
• Goals and metrics established
• Org Structure in place, testing skills inconsistent
• Basic processes in place
• Strategy inconsistently informed by data
• Testing and analytics tools integrated
LEVEL 3
• People want to test and community is forming
• Program focused on maximizing opportunities
• Resource(s) are dedicated to testing
• Standard, comprehensively managed process
• All strategies informed by data
• Some features of tools are being maximized
LEVEL 4
• Testing informs majority of site decisions
• Testing focused on impact
• Cross-functional, experienced resources
• Processes adopted and optimized for efficiency
• All strategies informed by qual and quant data
• Utilization of tool features maximized
LEVEL 5
• Testing and data is innate
• Testing impact and opportunities maximized
• All individuals are versed in all aspects of testing
• Processes is flexible for rapid deployment
• Comprehensive consumer behavior strategy
• Utilizing advanced features within tool stack

12. Level
0 1
2
3
4
5
Getting to a level 1
is a true sign of
success

13. Evaluating your own testing
program

14. We need to stop and ask ourselves...
STRATEGY
• Is there a standard process for generating test ideas?
• Are test ideas typically informed by data?
• Is the ideation process is widely adopted and
consistently applied?
TEAM
• Is there basic knowledge of and experience with testing?
• Are resources at least partially dedicated to testing?
• Is an experienced, multi-disciplinary testing team is in
place?
PROCESS
• Has a test execution process been defined?
• Is the test execution process comprehensively
managed?
• Is a standard process documented thoroughly and
widely distributed?
TECH & TOOLS
• Has a testing tool been implemented?
• Is the testing tool fully integrated with an analytics
platform?
• Are features of the experimentation stack
maximized?
CULTURE
• Is there acceptance of testing as a decision-making
tool?
• Is there a demand for testing and data?
• Is testing innate and embraced at every level of the
organization?
PERFORMANCE
• Are some tests being launched?
• Are goals and success metrics for the program
established?
• Is test impact consistently measured?

15. Increasing your testing maturity
• Accelerating testing output
• Maximizing KPI impact
• Improving customer experiences
• Increasing data informed decisions
• Scaling you program
As you build and execute your testing
program – focus on: Culture
Team
Process
Tech & Tools
Strategy
Performance
6
Key Program
Pillars

16. There are some common
problems we see with each of
the 6 pillars.

17. Problems with Culture
• Teams do not understand what testing is or
why they should test
• Lack of motivation or excitement to test
• No training or foundation in testing
• Lack of community resources to support
testing efforts
• Limited or no engagement by Sr.
Management
Culture

18. What to do first
Hold a Testing Summit
Bring stakeholders together for a full or
half-day event that includes case study
reviews, training sessions, ideation
roundtables, and guest speakers.
Though it can take a lot of planning and
coordination, such an event offers a
valuable opportunity to kick start a stuck
culture.
Culture

19. Team
Problems with Team
• Organizations do not have a Center of
Excellence or the right testing program
structure
• Roles/responsibilities are not clear
• Not the right or not enough resources
• Lack of skills
• Not enough resources

20. TeamWhat to do first
Institute a Training Program
It would be great to supercharge an
inexperienced team with fresh talent, but
doing so is rarely practical.
Instead, institute a regular training
program—which could be as simple as
weekly “brown bag” lunch programs or a
regular reading group—to build skills
among the team already available.

21. Process
Problems with Process
• Inefficient process for execution/lack of
standardization
• Communication challenges
• Lacks clear and consistent
documentation
• Experiment design lacks rigor
• Insufficient prioritization of tests
• Results aren’t being shared

22. What to do first
Document the Process
If your process feels stuck or broken, it’s
time to capture it and create a formal
outline—or conduct a thorough review if
such an outline already exists.
The outcome should be a detailed RACI
that defines roles and responsibilities
from initial ideation to the final
implementation of winning treatments.
Process

23. Problems with Tech & Tools
• Testing tools and analytics tools aren’t
the right fit for organization needs
• Tools are not integrated
• Lack of tool capabilities
• Individuals to not know how to use the
tools
• Utilization of tools is low and limited
Tech & Tools

24. Tech & ToolsWhat to do first
Audit the Tech Stack
Though tech challenges can be the most
costly and challenging to fix, there are
usually simple improvements to improve
the performance.
Begin by outlining the stack and its
components, looking for errors in
integration, discrepancies in data, and
missing metrics of interest. Once this
information is compiled, a roadmap of fixes
can be prioritized

25. Strategy
Problems with Strategy
• Strategy maturity is low
• No process for developing testing ideas
• Lack or limited use of data to support
ideation
• Teams lean heavily on either qualitative
or quantitative data – often times not both
• No roadmaps or not prioritized based on
key considerations

26. What to do first
Adopt an Ideation Methodology
Weak test strategies typically stem from
a lack of formal process. Instituting a
methodology ensures data is used to
inform ideas, reduces the number of
opinion-based tests, and facilitates
prioritization of test queues.
Strategy

27. Problems with Performance
• No testing goals for organization or self-
service teams
• Program performance across the
organization is not being captured or
monitored
• Testing impact not being measured or
consistently measured
• Testing capacity not being maximized
• Testing results/insights not being surfaced or
used
Performance

28. PerformanceWhat to do first
Define Goals for Testing
Formal goals for the testing program help
to inform operational strategies, drive
improvement and, perhaps most
importantly, communicate the role and
mission of the testing team across the
organization.
If you’re testing program is floundering,
define a set of specific goals for the
program right away.

29. Action Plan
1. Hold a testing summit
2. Institute a training program
3. Document the process
4. Audit the tech stack
5. Adopt an ideation methodology
6. Define goals for testing
Culture
Team
Process
Tech & Tools
Strategy
Performance
6
Key Program
Pillars

30. Key Takeaways
1. We need to consistently take a 10,000 foot
view of our testing programs
2. Tracking our growth across six pillars helps
focus the effort
3. Identifying challenges and weaknesses
within each pillar allows us to create effective
growth strategies

31. Questions?
Please submit your questions via the text box on
your screen.

32. 1200+Attendees
20+Sessions
100+Giveaways
30+Speakers
Wynn Las Vegas, October 17-19
Registration
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33. Thank you