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#opticon2015
From Skeptic to Champion: How to Win over Key Stakeholders and Non-Believers
Jason Lin Sr. Director of Web Marketing, Upwork
Benn Stancil Chief Analyst, Mode Analytics
Alek Toumert Sr. Digital Analyst, American Medical Association
Rohan Karunakaran Launch Manager, Optimizely
#opticon2015
Benn Stancil Chief Analyst Mode Analytics
Starter ideas
Good forquick wins
We have to do better
Starter ideas
Tailored ideas
Test around business needs
We care about this thing
“Let’s test this thing”
We care about this thing
Let’s test this thing
“Good artists copy. Great artists steal.”
Starter ideas
Tailored ideas
Databasedideas
Created cart Added items Started checkout Finished checkout
88%
52%91%
Created cart Added items Started checkout Finished checkout
88%
52%91%
!!!
Successful customers _______.
Successful customers download the app.
Successful customers use their company email.
Successful customers use Chrome.
Successful customers follow 10+ people.
Make everyone successful
Isn’t that correlation?
Isn’t that correlation?
Aren’t those correlations?
Following makes good customers
Good customers use Chrome
Following makes good customersor…
Good customers use Chrome
Following makes good customersor…
good customers follow people?
Following creates successful customers!
Successful customers follow 10+ people.
Ask why.
Better understand following?
Found their interests?
Found their friends?
These are all things to test
“Good artists copy. Great artists steal.”
Iterate.
#opticon2015
Alek Toumert Senior Digital Analyst American Medical Association
• DART (Digital Analytics Roundtable)
• Optimization program
• Roadshows
• Internal publicity (Intelligence Hub)
Take advantage of all the brains in the building
Limit barriers for hypotheses gathering
• Transparency
• Anyone can submit ideas
• Small number of fields
• Feeds into testing queue
Make it easy for you to prioritize hypotheses
• Different views for DART
• Rank on LOE and return
Let it all out
• Be nimble
• Cut time off reporting
• Spend more time testing
• User-focused results
Even if you can’t tie results to dollars.
Prove the ROI of testing.
Take pulse of people and learn from every result
• Vote on each test
• Voting wrong isn’t failure
• Test outcome matrix
Homepage MTV Tile Voting Results
#opticon2015
Jason Lin Senior Director of Web Marketing Upwork (formerly Elance-oDesk
The Online Workplace For The World
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“Hello, My Name Is …”
1999 2004 2006 2007 2009
THE STUDENT
UCLA
THE ACCOUNTANT
PWC Los Angeles New York
THE INNOVATOR
HITCHSTERS New York
THE STUDENT
(again)
THE E-‐COM GUY
MICHIGAN Ann Arbor
WALMART, EBAY
SF Bay Area
2015
THE “ONLINE WORK”
GUY
UPWORK (formerly Elance-‐oDesk) SF Bay Area
What Is The Hardest Thing To Get Right In Building A Data-‐Driven TesXng Culture?
To Build Culture … It Takes A Village It takes a lot to “convert” a skeptic, and we’ve discussed some of the key elements: • Analyzing Data To Source An “Ideas Pipeline”
• Making It Cross-Functional
• Documenting & Sharing Results
• Building a Hypothesis Library
What’s the hardest part in all this?!
“Becoming a data-‐driven organisaXon doesn’t just rely on the right technology, structure and processes. The human element is essenXal, and without the right
skills, qualiXes and roles, any effort to be successful at data-‐driven markeXng is desXned to struggle.”
– Jim Sterne, Founder, Digital Analytics Association
Curiosity. This is perhaps the hardest, and most important, quality to cultivate in building a
data-driven modern marketing team.!
So, How Do You “Cultivate Curiosity”?
1. Celebrate Failure
2. Practice Reflection
3. Make It Fun (and Easy)
#1: Embrace Failure. “Failure = Education.” We are not all Steve Jobs (though we’d like to think so).!
oDesk Money Back Guarantee!
#2: Practice Reflection. What we do demands our care, AND our revision.!
#3: Make It Fun (and Easy). Make asking “why?” fun and engaging.!
vs!
*data not actual Upwork data!
Our baby twins “MoJo” (Joshua & Moriah)
#opticon2015
From Skeptic to Champion: How to Win over Key Stakeholders and Non-Believers
Jason Lin Sr. Director of Web Marketing, Upwork
Benn Stancil Chief Analyst, Mode Analytics
Alek Toumert Sr. Digital Analyst, American Medical Association
Rohan Karunakaran Launch Manager, Optimizely
