Starting Experimentation & Scaling to Personalization.pptx
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Sarah Fruy has had a tremendous marketing experience of 17+ years. She’s currently the VP of Marketing at Linqia, an influencer marketing company that delivers guaranteed influencer ROI. Prior to this stint, she rose up the ranks by starting experimentation which did not exist at Pantheon. She then leveled up the game by introducing Personalization. Sarah Fruy will share the exact steps from her journey where she steered her organization all the way to personalization: - How was decision making without experimentation - Proving the need for experimentation - Getting buy-in to initiate - Leveling up to get to personalization
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Starting Experimentation & Scaling to Personalization.pptx
- 1. Starting Experimentation & Scaling to Personalization Sarah Fruy VP of Marketing Linqia
- 2. Agenda • Decision-making without experimentation • Proving the need for experimentation • Getting buy-in • Leveling up to personalization
- 3. SARAH FRUY VP of Marketing Linqia @sarahfruy
- 4. “In an increasingly digital world, if you don’t do large-scale experimentation, in the long term—and in many industries the short term—you’re dead.” - Mark Okerstrom, CEO
- 5. Your team can anchor on out-of-date or misleading information ◆Working off of assumptions ◆High-risk ◆Lack of innovation ◆Inability to respond to rapidly changing environments Decision-Making Without Experimentatio n
- 6. Properly managed experimentation programs yield positive ROI for your business ◆Data-driven decision making ◆Faster iterations ◆Cross-functional collaboration Proving the Need for Experimentatio n
- 7. PANTHEON.IO 7 Growth Levers Measurable Growth Levers (e.g. page layout, UX, color, CTA, etc ) North Star Metric (e.g. site conversion)
- 8. [Regular experimentation] helped Microsoft’s Bing unit make dozens of monthly improvements, which collectively have boosted revenue per search by 10% to 25% a year.
- 9. Getting Buy-In to Initiate Your Experimentation Program 9
- 10. Ensure top-down, bottom up consensus ◆ Create enthusiasm for your program at all levels of your organization ◆ Identify potential blockers Getting Buy-In to Initiate Your Experimentatio n Program
- 11. Build a business case for resources ◆ Budget ◆ Tools/software ◆ Staff: developers, user interface designers, data analysts, copywriters, etc. ◆ Data pipelines
- 12. Establish a strong foundation with a single northstar metric ◆ Centralized vs decentralized teams ◆ Program management guidelines ◆ Prioritization framework ◆ Ethical testing practices
- 13. “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.” - Jeff Bezos, CEO
- 14. Maximize the Impact of Your Experimentation Program 14
- 15. ➔ Eliminate the guesswork ◆ Data must trump opinions ➔ Create a culture of experimentation ◆ Ensure a continuous cycle of iteration ◆ Create opportunities for learning ◆ Enable healthy debate among team members ◆ Embrace failure and learn from it Maximize the Impact of Your Experimentation Program
- 16. Socialize and celebrate wins/learnings ◆ Tie your experiments back to your company goals ◆ Nurture an environment where all employees can contribute
- 17. Insights-driven businesses are growing by more than 30% annually and are on track to earn $1.8 trillion by 2021.
- 18. Leveling Up to Personalization 18
- 19. Foster collaborative brainstorming sessions ◆ Gather a diverse set of stakeholders ◆ Look at data and analytics: customer surveys/interviews, funnel reporting, engagement metrics, heat-mapping, and cohort analysis Leveling Up to Personalization
- 20. Stay focused on the needs of your customers ◆ Form a hypothesis on where the line is between helpful and creepy when it comes to personalization ◆ Include both qualitative and quantitative data in your research
- 21. ➔ Ensure good data ◆ When personalization goes wrong, it can hurt your business ➔ Incentivize employees to submit ideas for experimentation
- 22. PANTHEON.IO
- 23. PANTHEON.IO 2323 Experimenting with Growth Levers +53.5% improvement on Demo CTA +10.8% improvement on Free Trial CTA
- 24. 24 V-0 V-1 V-2
- 25. PANTHEON.IO +3.3% improvement on Demo CTA +1.5% improvement on Free Trial CTA
- 26. Key Takeaways Embrace experimentation across your entire company Tie results back to company goals Keep your customer at the center of your experimentation program
- 27. Thank You! 27