Qubit Bright Sparks NYC 2014 - Brooks Bell
Transcript of Qubit Bright Sparks NYC 2014 - Brooks Bell
PEOPLE, PROCESS, TECHNOLOGYNAOSHI YAMAUCHI, CPO
1.92 sec
F1… OPTIMIZATION PROGRAMFORMULA FOR SUCCESS IS SIMILAR
PEOPLE 1st. PROCESS & TECH 2nd.
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Essential components to a successful optimization program6
1 Culture
2 Team
3 Tools & Systems
4 Process
5 Strategy
6 Performance
ROI
Categories24
WE’VE BENCHMARKED OPTIMIZATION PROGRAMS FROM THE BIGGEST BRANDS IN THE INDUSTRY.
PEOPLE PROCESS TECHNOLOGY
Rocking full tilt x x x
Rocking.. x x
Wheels come flying off x x
Good start x
Stuck x
TYPICAL OPTIMIZATION PROGRAMS
TALENT, CULTURE, PROCESS ISSUES CAUSING ‘UTILIZATION GAP’
Optimization tools increasing in sophistication • Tracking across platforms • Personalization • Mobile • More data!
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Insufficient Team & Talent • Business savvy analysts • Technical talent • Data savvy executive influencers
Broken Process • Lack of standards • Minimal documentation
Resistant Culture • Gut-driven decision making • Minimal training & sharing
UTILIZATION GAP
Capabilities
Use
DRIVING ISSUES
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Utilization ranks 20th out of 24 total categories in Brooks Bell Strategic Assessment
Assessment Categories
Top Scoring
Worst Scoring
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OPTIMIZATION TOOL
TIPS ON HOW TO GET OPTIMIZATION PROGRAM UNSTUCK
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Ask yourself: “Do we really have the winning team?” If the answer is no, you’re not alone �.
tip1
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ranks 21st out of 24 total categories in Brooks Bell Strategic Assessment
Assessment Categories
Top Scoring
Worst Scoring
ADEQUATE RESOURCES
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HIRE A ROCK STAR ANALYST WHO CAN INFLUENCE DECISION MAKERS AND TRAIN THEM. DON’T WAIT TO FOR THE UNICORN.
tip2
OPTIMIZATION TEAM
Strategy Design
Engineering
Analytics
Project Management
Creative
EVANGELIZE & BUILD CULTURE GET INFLUENCERS RECOGNIZED IN TEST WINS
tip3
CREATE A REPEATABLE PROCESS Standardize and then documentcampaign, dev, QA, test archives
YOU CANNOT SCALE AND MAINTAIN MOMENTUMWITHOUT PROCESS & STRUCTURE
tip4
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THE STORY OF TESTING AT BRAND X
2011 2012 2013 2014
DEMAND
COMPLEXITY
TEAM SIZE
# OF TESTS
PROCESS
CULTURE
tip5START TARGETING SEGMENTS FOR TESTING.
IT WILL MAKE IDEATION MORE EFFECTIVE.
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TIP 1: Ask yourself “Do we really have a winning team?”
TIP 2: Hire a rock star analyst who can influence decision makers
TIP 3: Get influencers recognized in test wins
TIP 4: Create a repeatable process
TIP 5: Start targeting segments for testing
PEOPLE 1st. PROCESS & TECH 2nd.
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