Qubit CMO Ian McCaig discussed with industry experts strategies for tackling stiff competition from commerce giants on the road to delivering contextual web personalisation. Speakers included Naoshi Yamauchi of Brooks Bell, Ramy Badie of TeeTurtle, Geoffrey Forman of Edmund Optics, and Tanuj Parikh of Estimote.

1. PEOPLE, PROCESS, TECHNOLOGY
NAOSHI YAMAUCHI, CPO

3. 1.92 sec

4. F1… OPTIMIZATION PROGRAM
FORMULA FOR SUCCESS IS SIMILAR
PEOPLE 1st. PROCESS & TECH 2nd.

5. 17
Essential components to a
successful optimization program 6
1 Culture
2 Team
3 Tools &
Systems
4 Process
6 Performance
5 Strategy
ROI
24 Categories

6. WE’VE BENCHMARKED OPTIMIZATION PROGRAMS FROM THE BIGGEST BRANDS IN THE INDUSTRY.

7. TYPICAL OPTIMIZATION PROGRAMS
PEOPLE PROCESS TECHNOLOGY
Rocking full tilt x x x
Rocking.. x x
Wheels come flying off x x
Good start x
Stuck x

8. TALENT, CULTURE, PROCESS ISSUES CAUSING ‘UTILIZATION GAP’
Optimization tools increasing in sophistication
• Tracking across platforms
• Personalization
• Mobile
• More data!
20
Insufficient Team & Talent
• Business savvy analysts
• Technical talent
• Data savvy executive influencers
Capabilities
Broken Process
• Lack of standards
• Minimal documentation
Resistant Culture
• Gut-driven decision making
• Minimal training & sharing
UTILIZATION GAP
Use
DRIVING ISSUES

9. 21
Utilization ranks 20th out of 24
total categories in
Brooks Bell Strategic Assessment
Top Scoring
Assessment
Categories
Worst Scoring
24

10. OPTIMIZATION
TOOL

11. TIPS ON HOW TO GET OPTIMIZATION PROGRAM UNSTUCK

12. 24
Ask yourself:
“Do we really have
the winning team?”
If the answer is no,
you’re not alone .
tip1

13. 25
ranks 21st out of 24
total categories in Brooks Bell Strategic Assessment
Top Scoring
Assessment
Categories
Worst Scoring
ADEQUATE RESOURCES

14. 26
tip2
HIRE A ROCK STAR ANALYST
WHO CAN INFLUENCE DECISION MAKERS
AND TRAIN THEM.
DON’T WAIT TO FOR THE UNICORN.

15. OPTIMIZATION TEAM
Strategy Design
Engineering
Project Management
Analytics
Creative

16. EVANGELIZE
BUILD CULTURE
GET INFLUENCERS
RECOGNIZED IN
TEST WINS
tip3

17. tip4
CREATE A REPEATABLE PROCESS
Standardize and then document
campaign, dev, QA, test archives
YOU CANNOT SCALE AND MAINTAIN MOMENTUM
WITHOUT PROCESS STRUCTURE

18. 30
THE
STORY
OF TESTING
AT BRAND X
2011 2012 2013 2014
COMPLEXITY
DEMAND
TEAM SIZE
# OF TESTS
PROCESS
CULTURE

20. tip5
START TARGETING SEGMENTS FOR TESTING.
IT WILL MAKE IDEATION MORE EFFECTIVE.

21. 33
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

22. PEOPLE 1st. PROCESS TECH 2nd.

23. www.brooksbell.com/resources