GETTINGTO GRIPS WITHDATA-DRIVENOPTIMISATION30 November, London EC1

It’s been a while…

Customers say…

Our speakers

A / Bee testing – from nectar to honey

Steve Keightley, Head of Optimisation, Mezzo Labs

Process

Process Specialised roles

Process Specialised roles

Sound planning

Hard working

Process Specialised roles

Sound planning

Believe

Explore

Hypothesis

Ideas

Value

Experiment

Data

Our methodology

Get stakeholders on board Agree on the data sources Fact not opinions Accept that web data is not 100% perfect

Believe…in the data

Find the nectar Web analytics, survey feedback, heat

maps, call centre, data visualisations Ask the right questions (5Ws)

Explore…getting to why

Make it testable "If __[I do this] __, then __[this]__ will

happen.“ Can it be measured? What are the variables?

Hypothesis creation

Cross-pollinate Previous test insights Take inspiration from competitors

Ideas…worth sharing

Which idea is the Queen? Prioritise which will deliver the most value? Which idea will produce the more

offspring?

Value…follow the money/honey

Launch your test Harvest the results Proper statistical analysis Share the results

Experiment liberally

Data-driven approach Transparent processes Better engagement More winners

The results

Employ worker bees Create a buzz with stakeholders Stick to the plan Get busy testing

In summary

Bee-fore I go…

Bee-fore I go…