Opticon 2015- Benchmark Your Optimization Program

Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.

This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points. I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world. If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.

Mailchimp, an all-in-one marketing platform for small businesses, has built innovative, beautiful products that empower those businesses to scale. No longer just an email marketing tool--the shiny, new marketing platform’s mission is to empower the underdog to connect with their audiences and create the customer loyalty that’s needed to grow. In this webinar, Anne Reints, Senior Manager, Growth Analytics & Experimentation at Mailchimp, will discuss how Mailchimp is continuing to build a culture of experimentation and has leveraged testing across both their product and marketing teams. Join this webinar and learn: The history of growth and experimentation at Mailchimp How Mailchimp grew their experimentation program by 6,000%+ in 12 months, going from just 1 experiment to over 60 About the launch of their internal Experimentation Resource Group How they created a data-driven decision-making framework across the company

This document provides an overview of Ancestry's marketing technology strategy and stack. It discusses: - The goals of maximizing personalized engagement at scale through the right messages at the right time. - The key pillars of data foundation, activation, and reporting/analytics to achieve this vision. - The optimal marketing tech blueprint including a customer data platform to develop a holistic view of customers across channels. - Examples of how marketing technology is used, like real-time personalized journeys and multi-touch attribution modeling across channels.

The document discusses how misalignment between marketing and sales costs businesses $1 trillion annually in wasted productivity. It advocates for a new approach where marketing and sales target the same audiences by deciding on ideal customer profiles, building contact information in CRMs, and exposing marketing activity in CRMs. The keys to success are said to be focusing on shared audiences, building trust between marketing and sales through relationships and feedback loops, and optimizing processes and performance metrics end-to-end. Companies that align marketing and sales see faster revenue and margin growth as well as higher customer retention and win rates.

- Acquisition will diminish as the main source of growth for SaaS companies as the market becomes more competitive. Improving retention and monetization can have 2-4x the impact on growth compared to a focus on acquisition. - Many SaaS companies are ill-equipped for this transition because they do not have well-defined and quantified buyer personas, do not engage in regular customer development conversations, and are not truly testing to move beyond feature-based differentiation. - To improve, companies need to quantify buyer personas, implement a customer development process focused on understanding customers, and find ways beyond features to drive retention and monetization through improvements like UX, customer service, and value-based pricing

Manan Singh, VP of Optimization at LendingTree, discusses how the company drives bottom line impact through mass-scale experimentation. He explains that they prioritize the biggest opportunities for improved ROI, run quick iterative experiments to learn fast, and measure success both quantitatively and qualitatively to understand why changes work. This comprehensive approach has helped LendingTree optimize its conversion funnel as a strategic initiative, with the stock price increasing 160% this year reflecting results translated to the bottom line.

Content marketing has proven to be an vital channel in the B2B marketing mix. However, one of the biggest challenges businesses face with content marketing is understanding which programs or pieces are the driving the best leads? Normally you would have to wait for a full sales cycle to understand the overall effectiveness of each content program. However, with Predictive Analytics, you can see instantly which programs and assets are you best sources of good leads. In this presentation we'll cover: • Why content marketing and predictive analytics go hand-in-hand • How to drive more value from content using effective targeting and segmentation from predictive analytics • How top B2B organizations are leveraging predictive analytics to boost their B2B marketing results

Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.

Aiming for continual improvement of marketing performance with data aggregation techniques. Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer. The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process. This Slideshare shows you how it works.

The document provides guidance on implementing a marketing automation system. It recommends: 1. Not overcomplicating the technical implementation and instead starting with a quick setup and testing phase to determine if the tool meets business needs before fully implementing. 2. Defining goals, scope of implementation, user stories, related data needs, and required assets before creating automation paths. Templates and examples from different industries are provided. 3. Recognizing that successful implementation requires substantial work from multiple stakeholders like marketing, sales, IT, and accounting, and that not all available tools and features need to be used.

Presentation delivered at the Digital Marketing Show 2015 by Raja Saggi, Head of B2B Marketing at Google.

Marketers have known for some time that paid search, SEO and other marketing channels can no longer be evaluated as stand-alone investments. Yet many brands still struggle to find an attribution model that makes sense, and far too many still rely on first- or last-click models. Angus' SearchLeeds talk took a cold hard look at the mathematics behind attribution, and provided insights into Google Attribution and Google Attribution 360.

25 Google Analytics tips, tricks and hacks that were presented as part of the ObservePoint Analytics Summit conference.

It’s 2015, and the customer experience is increasingly being driven by techniques like A/B testing and optimization. Optimizely recently surveyed digital experience owners to learn just how they think about and allocate resources towards their testing and optimization programs. These slides answer the questions: - How often do teams optimizing run A/B and multivariate tests? - What are the top benefits that optimization programs are seeing? - How do optimization teams manage their experiment process?

This document discusses how to maximize the return on investment from marketing automation by focusing on data, content, and process. It emphasizes the importance of clean, accurate data (90% of data is incomplete). Quality content must be tailored to buyer personas and content preferences. An effective process is needed to integrate marketing automation and CRM, establish goals and metrics, continuously test and improve, and conduct regular reviews. The document provides examples of challenges, best practices, and a sample "lead nurture healthcheck" process.

In this presentation Suntransfers.com Marketing Director Nathan Timmins and PRWD Founder Paul Rouke present a case study of what it took to go from starting A/B testing to establishing a mindset of experimentation and customer centricity within 12 months - using PRWD's Maturity Model

Main Takeaways: - How to get realistic on proxy metrics - Launch metrics for every launch or feature

Discover the best practices and considerations for engagement marketing success! For digital transformation to be achieved, businesses need to think about their wider business strategies considering the people, processes and technology required to leverage an effective results-focused marketing strategy. This event from Marketo and digital consultancy partner, SuccessFlow, follows the trend of many marketers investing into marketing platforms with no digital strategy. Doing this can lead to wasted time and budget, and there is often limited ability to track success of your marketing automation investment.

Performance analytics is a data-driven approach used to optimize how organizations manage and deploy learning and development that supports execution of business strategy. How are learning organizations today using data? How do they define and determine relevant analytics? Is there a critical shortage of analytics skills in the learning function? What outcomes are organizations realizing from their efforts when deploying performance analytics to drive learning and development (L&D)? Finally, how do we link learning analytics and business analytics to produce performance data that really deliver results? In this session, we will share the results of a proprietary research conducted with hundreds of CLOs , in partnership with Human Capital Media, that delved into these questions… and more. We will shed light on best practices being employed and the challenges for learning leaders. Learning Objectives: Identify best practices and gaps in the adoption of analytics by learning organizations Understand the difference and impact of learning analytics vs Performance analytics Examine how analytics can transform strategy and outcomes for the learning function

The webinar presentation provided an overview of TIAA's journey to transform their performance management process. They found through employee surveys and workshops that the existing process focused too much on compliance and ratings. TIAA launched pilots to test eliminating formal mid-year reviews in favor of quarterly check-ins, setting "how" goals linked to competencies in addition to "what" goals, and a peer feedback tool. The changes aimed to reduce time spent on documentation by over 70,000 hours annually. Lessons included understanding employee needs, engaging stakeholders, and accepting that cultural change takes multiple years.

As CSMs, we can usually rattle off a number of metrics and statistics that we use to measure our customer's health and success -- but it gets a little less standardized when others ask us how we measure our own success. Renewals and churn are both important metrics to keep an eye on, but they're not the only ones. In this webinar, we’ve partnered with Sparkcentral to discuss: - The benefits of a top-down approach when re-evaluating CS team goals - The importance of CSAT metrics - Which KPIs to measure if Account Management and CS roles are combined - Which questions to ask yourself when exploring and assessing your team’s current KPIs and goals Join Krysta Gahagen and Julia Burnett, two Customer Success Managers from Sparkcentral, for the rundown of which KPIs are truly key for CSMs, and why.

This document discusses the importance of using data to inform product roadmaps. It provides examples of what inefficient roadmapping looks like when missing connection to business strategy or customer data. The key data sources needed for effective roadmaps are outlined as business strategy, product feedback, and behavioral data showing what customers are doing. Product analytics can track user behavior to understand how to improve experiences and outcomes. Feedback is also important to validate problems and inform strategy and future projects. Capturing feedback in one place creates a data repository. Tips provided for building a roadmap include telling a story, backing plans with data, knowing the audience, and showing feature alignment to metrics and market activities.

An overview of metrics and a quick run through of a product lifecycle metrics model to track state and health of any product.

The 5 financial metrics critical to the success of services organizations. How to apply these KPIs to drive new levels of growth and profitability. Near, and long term, recommended actions.

In this presentation we define key terms like “data”, “measure”, “metric,” and “KPI”, and explain why best-in-class marketers are better at knowing what metrics matter.

progrow is a strategy implementation service for SME’s specifically designed to guide and facilitate the strategy development process. More details visit https://www.i-proserv.com/strategy-implementation/

Are you about to launch a new CRO program? The first 30 days are pivotal for your long-term success. There’s a lot of pressure to demonstrate value quickly, which isn’t easy. The process is far more complicated than it seems and can only be tackled with a well-thought-out plan. Our expert for this session, Joe Johnston, is the Head of Conversion at Launch, and he understands the common challenges that often arise when you kickstart a CRO program. Fortunately, he also knows how to mitigate them. In this webinar, he will share methods for gaining trust from key stakeholders and laying the foundations for collecting robust (valid) data, which is crucial in the first phase.

A Strategic Execution Framework to grow & scale your business ✓ Are you looking to improve your revenue growth by 3x within the next 12 months? ✓ Would you like to improve profitability by +10 - 30%? ✓ What could you accomplish with an increase of productivity by +30 - 50%? ✓ What would an increase in employee engagement by +40 - 70% look like? ✓ How about Net Promoter Score based Customer Success by +30 - 50%?

This document discusses strategies for building a successful optimization program through testing. It covers assembling an optimization team, adopting the right testing process, generating insights through user research techniques, formulating hypotheses, prioritizing tests, measuring goals, and learning from test results. Key aspects include having a team of 4-5 people, following a process of research, hypothesis, prioritization, and testing, using tools like heatmaps, surveys and form analytics for insights, structuring hypotheses around problems, solutions and goals, prioritizing tests based on confidence and importance, measuring multiple goals in experiments, and generating new ideas from failed tests.

The document discusses marketing agility and how to achieve it through next wave marketing operations. It defines marketing agility as being able to quickly respond to market and customer opportunities. It identifies some key roadblocks to agility like siloed information and discusses how to remove them through business intelligence, customer profitability analysis, and marketing automation. The presentation provides strategies for leveraging marketing automation to improve alignment, accountability, and agility across the enterprise.

SplitMetrics team members answer frequently asked questions on the SplitMetrics app store A/B testing platform, and the mobile A/B testing process itself, cover most burning topics and provide best practices, insights and actionable tips.

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Throughout this report, you’ll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B marketers who completed our annual content marketing survey

Monil Shah from Clover presented on how Clover uses experimentation to drive digital growth. Clover started with walk experiments to test small changes and validate hypotheses. They then increased their experiment velocity by prioritizing high impact experiments and defining success metrics upfront. Clover also developed processes to conclude experiments early if clearly winning or losing, and to iterate based on experiment learnings. Clover evangelized experimentation across the company by finding executive sponsors, involving multiple teams, and educating and incentivizing experimentation.

Chris Stein is a lead consultant who helps enterprises determine ROI forecasts, pricing strategies, timelines, and resource needs. He has experience as a product manager for fintech SaaS solutions and has managed core product development. Some of his past roles include leading BPO and change management projects, spearheading agile project management processes, and inspiring customers to build experimentation as a strategic part of their business at Optimizely. Chris provides strategic consulting in digital experience optimization, program structures, and experiment-driven product development for enterprise customers.