Steve Keightley, Head of Optimisation, Mezzo Labs - Data-Driven Optimisation
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Transcript of Steve Keightley, Head of Optimisation, Mezzo Labs - Data-Driven Optimisation
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…