Organizational Structure & Culture for Digital Growth & Optimization

1. Organizational Structure
& Culture for Digital Growth &
Optimization
Kashif Khurshid
kashifkhurshid@gmail.com
January 2014

2. Current Challenges
• No one working to optimize segments of business/
sections of site holistically (using all digital tools to
maximize potential)
• No centralized governance (different personas/
functionality /lack of uniformity / standards on the
site / synergy's
• Digital Solutions are all in silos without much crosschannel engagement

3. Collaboration for Data Driven Solutions
Digital Manager
Web Strategy
Director/Manager

4. Role of a Digital Manager
• Digital Managers are assigned sections of the site (MyAccount,
ThinkGreen, Dumpster, Curbside, RBM, SMB, Bagster, etc)
• Responsible for making updates to the site and working on ways/ideas to
optimize section (engagement/conversions/business objectives/funnels)
• Key ability: ask the right questions from Analytics Group
• Analytics Team works with DM to uncover findings & set a plan to
leverage the appropriate Digital Tools & follows the Digital Performance
Lifecycle journey

5. Digital Performance Life Cycle:
The Life Cycle (LC) Model will
ensure that all strategy is
formulated with proper
measurement from the start and
lead to actionable insights
Key component of success will be
the infinite loop between
“Recommendation” and “Setting
Goals”
Web Strategy Manager/ Director
will drive the LC Model
inconjunction with DM
Set Goals
Recommend
Evaluate
Forecast
Monitor
Performance

6. Role for Director of Web Strategy:
Use the Analytics Tool Box for Data Driven Solutions
TOOL BOX:
ROLE:
Development
DIRECTOR OF WEB STRATEGY
•Content
•Microsite
•tagging
Research
(VOC)
A/B Testing
Analytics
Social
Paid Search
Email /
Offline
Organic
Work with Digital Managers (DM)
on the following:
•
Define KPI’s
•
Forecast Performance
•
Set Goals
•
Conversion/Goal Analysis
•
Market Area/Product Mix/
Pricing Analysis (Site Wide)
•
Ad Hoc & Deep Dive Analysis
•
Periodic Monitoring of
Performance
•
Competitor Analysis (Site
Wide)
•
Define Segmentation &
Personas (Site Wide)
•
Technology Integration (Site
Wide)
Educate DM on solutions from Tool
Box & create a plan of action
Ensure Brand Integrity & Legal
Compliance

7. Details of Strategy Manager/ Director:
Example of Metrics/ Business Questions:
Digital
Strategy Goals
1. Site Wide
2. Section /
Role Specific
Site Wide:
• Key pages that lead to conversions
• Conversion rates (areas of improvements)
• Error rates (where can it be deflected)
Section Specific:
• Help center analysis (relevant vs. irrelevant
content- content swap)
• MyAccount analysis (those who don’t come
to pay, what are they doing?)
• Social- how is social traffic performing? What
are key pages consumed? How can we better
engage them?
• Contact us analysis to see where people are
coming from and if any of the issues can be
addressed online