12. things thatthings that don'tdon't work inwork in our favorour favor
Limited local resources
Operating countries are fairly independent
Online is just "leadgen"
Not all data is connected nicely
CRO is immature
Strong opinions on brand
Experimentation is not in the DNA (yet)
13. things thatthings that dodo work inwork in our favorour favor
Moneyz
CRO is immature
Heaps of data
Relative mature data science/analytics teams
Most countries run on the same platform
MGMT buyin
14. building a (CRO) culturebuilding a (CRO) culture
work in progresswork in progress
15. why do you need culture anyway?why do you need culture anyway?
Experimentation doesn't come natural to everyone
Lack of trust/understanding about
data/stats/experiments undermines your authority
Teams are distributed, silo’s don’t let you connect
the dots
Can't do everything centralized
17. Get Top Management Buy-InGet Top Management Buy-In
Get the Team(s) InvolvedGet the Team(s) Involved
18. “Establishing a culture of optimization“Establishing a culture of optimization
really starts with having an attitude ofreally starts with having an attitude of
never being satisfied"never being satisfied"
31. things I hope will workthings I hope will work
Onboarding for people outside the online team
Move away from "CRO" and "A/B testing", move to
"Idea validation" / "Business Growth" / "Innovation"
32. some features of successful optimization cultures...some features of successful optimization cultures...
Broad data literacy, leadership & trust
Inquisitive, questioning culture
Iterative, learning culture
Bottomup (AntiHIPPO)
Share learnings widely
Clear north star goal