Optimisation is a Team Sport - Getting Organised for Success

Bob Garcia, Webtrends

Argentina beat USA 89-81 - 2004 Olympics

It Takes a Team to Win

Spain wins 2010 World Cup

Everton stuns Liverpool 2-0

the Risk of not being Organised?

The ultimate example of design by committee.

Example credit: Jason Carmel, ZAAZ Director of Optimization

Requirements for Success

Test Planning

Test Planning

Strategy Tactic

Selection

PlanningSetup &

QAActivatio

n

Reporting &

Analysis

PROCESS

Project Management Strategy/Planning Analysis & Reporting

Web development Implementation QA

Creative strategy Asset generation Usability

Optimization Analyst Creative Specialist Web Developer

PEOPLE

TECHNOLOGY

the TEAM?

The Team

Combination and coordination of the following skills:

• Planning

• Creative

• Web development

• Analytics and reporting

• Project management

Key Team Members

Exec sponsorship

Budgeting

Advocacy

Marketing Director/VP

Key Team Members

Project Management

Strategy/Planning

Analysis & Reporting

Optimisation Analyst

Key Team Members

Creative strategy

Asset generation

Usability

Creative

Key Team Members

Web development

Implementation

QA

Web Developer

Key Team Members

Scheduling

Resourcing

Workflow

Project Management

Resource Considerations

•Proven experience

•Complete team

•Planning (goals & expectations)

•Account management

•Results

Critical Requirement – T I M E

•Time to build experience

•Time to become successful

•Unified platform – efficiency

Optimization Maturity Model

RODI Realized

• Web Analytics

• Measurement

• No Testing

• Ad Network Targeting

• A/B/n Testing

• Basic MVT -1-3 areas

• 1 Element Targeting

• 1-Project at a Time

• More Advanced MVT

• In-session Segmentation

• Multi Element Targeting

• Frequent

• Personalization

• Integrated Optimization

• External Segment Use

• Social & Multi-Channel

• On-going

Optimization Maturity Phases

“Crawl Phase” Optimization

“Walk Phase” Optimization

“Run Phase” Optimization

Operational Reporting

Effort and cost increase as you move right, but so does the RODI

80% 20%

Potential Gotchas

1.Indecisiveness

2.Lack of resources

3.Unreal expectations

4.Going for

complexity

5.Insufficient time

6.Under funded

7.Risk averse

8.Legal roadblocks

Conclusions

The Team Time Follow through

Ales

sia P

ierd

omen

ico/R

eute

rs

Bob Garcia(e) bob.garcia@webtrends.com(o) 503-553-2741(t) @bob_garcia