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Transcript of 2015 Dec 1 Maarssen NL - Marketing Technology2015 - Digital Transformation
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1 Dennis Van Allemeersch 1
TITEL
Changing Tech Stack as
key driver for Digital
Transformation at HotelSpecials
Dennis Van Allemeersch
Marketing Technology congres, Maarssen
Dec. 1st, 2015
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2 Dennis Van Allemeersch 2
INTRO
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3 Dennis Van Allemeersch 3
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4 Dennis Van Allemeersch 4
Online
Travel
Agency
2002
~110
Hotel Booker ?
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5 Dennis Van Allemeersch 5
What is
HotelSpecials trying
to achieve with it's
digital
transformation ?
What changes are
being made in it's
tech stack to that
purpose and why ?
And what have
been some
important lessons
learned to date ?
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6 Dennis Van Allemeersch 6
Faster
Higher quality /
productivity
Future proof
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7 Dennis Van Allemeersch 7
IT’S TEAM NOT TECH
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8 Dennis Van Allemeersch 8
What did we change ?
New departments
• (technical) Product Managers
(by function)
• BigData & Analytics
Changed people
• Developers
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9 Dennis Van Allemeersch 9
Hard recruiting lessons learned
WHY WHO
WHAT HOW
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10 Dennis Van Allemeersch 10
PROCESSES AS GLUE
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11 Dennis Van Allemeersch 11
Key process change ?
False security Work agile
Think Big – Start Small
(<> Command/Control)
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12 Dennis Van Allemeersch 12
Also here it’s about people
Scrum master
are you
How to make it stick ? Top down Leadership
Team, not alpha males Key role
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13 Dennis Van Allemeersch 13
Other process lessons learned
SEEING = BELIEVING
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14 Dennis Van Allemeersch 14
TECH STACK – BEGIN ?
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15 Dennis Van Allemeersch 15
Overhaul from
Legacy to
complete New tech stack
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16 Dennis Van Allemeersch 16
Transformation takes time …
Not 3 months
Not 1 year
But 2-3 years
Finding right people, Familiarizing, Adjusting processes,
Starting, Reaping results
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17 Dennis Van Allemeersch 17
Bottom-up approach
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18 Dennis Van Allemeersch 18
Migrate through 2-track approach
Challenge: different (release) speed
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19 Dennis Van Allemeersch 19
START: HOSTING/ DATA
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20 Dennis Van Allemeersch 20
Switched hosting:
More flexibele
Better pricing
Future proof tech
Servers from:
120
to …
45
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21 Dennis Van Allemeersch 21
Learned some things along the way
Less is More 65% capacity
=> false security
Minimise distance
external hosting -
internal developpers
Transparancy in
Documentation
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22 Dennis Van Allemeersch 22
CODE SWITCH
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23 Dennis Van Allemeersch 23
From PHP to GoLang
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24 Dennis Van Allemeersch 24
Simple Http server
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25 Dennis Van Allemeersch 25
Most performant
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26 Dennis Van Allemeersch 26
COLLABORATION
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27 Dennis Van Allemeersch 27
Jira > tickets
Confluence > documentation
Scrum Boards > status
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28 Dennis Van Allemeersch 28
Automated unit testing
(status: 40% FE; 65% BE server code)
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29 Dennis Van Allemeersch 29
WHY > RESULTS > LESSONS
Stable and reliable
releases
Right tools = enablers
(<> manual Excel interventions)
Invest in how to do releases & proper documentation
5x / year > Continuous
1,5h / release > 20 min
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30 Dennis Van Allemeersch 30
Scalable A/B testing capability
From Optimizely > Google TagManager > Embedded platform
GTM limitations in scaling up
# tests / year x15 ! with 25-30% succes rate !
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31 Dennis Van Allemeersch 31
HARD CORE
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32 Dennis Van Allemeersch 32
Re-wrote custom build bookings engine
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33 Dennis Van Allemeersch 33
Kibana for real-time Demand insights
More flexible & personalised vs Google UA
Challenges: make actionable for business, attribution modelling
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Elastic for Search
Faster for big data
Not re-inventing the wheel
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35 Dennis Van Allemeersch 35
NEXT: SCALE
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36 Dennis Van Allemeersch 36
ESP
Stay with Selligent but upgrade
> increase productivity (dynamic templates)
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37 Dennis Van Allemeersch 37
CRM
From to Scope to SF ?
> using all functionalities / capacilities ?
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38 Dennis Van Allemeersch 38
DMP
Now none (Relay42 ?)
> control over own data
> scalable personalisation & targetting
Winners Dutch E-mail Marketing Award 2015
# bookings x2,5 => scale & repeat
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39 Dennis Van Allemeersch 39
Need as much application managers
as marketeers
About marketing processes first & foremost
Automation follows