Optimisation Is The New Black Uncovering The Highlights And Pitfalls Of Testing! | De Hallam, Digital Balance | Digital Espresso Breakfast Melbourne 2016

Senior Data Planner, Digital Balance

De HallamDe is the Senior Data Planner at Digital Balance. They focus on helping clients become more data driven, to improve outcomes across digital channels. Fascinated with data, she seeks patterns and trends from deep data analysis to form data insights, and works to shape them into meaningful strategic recommendations. She’s worked with brands such as News Corp, HBF, Water Corporation, and Tourism Western Australia to name a few.

Optimisation

is the new black.

DIGITAL EXPRESSO | NOVEMBER 2016

“Optimisation… is the new black” | Forbes Magazine 2015


“Math… is the new black” | Econsultancy 2013


“Content… is the new black” | Content Marketing Institute

2011


“Big Data… is the new black” | Said everyone 2013


“Mobile… is the new black” | Everyone still saying


“[Insert Buzzword]… is the new black” | In this industry there’s always

a new black.


An act, process, or methodology of making something (as a design, system, or decision) as fully perfect, functional, or effective as possible; specifically : the mathematical procedures (as finding the maximum of a function) involved in this.SOURCE: www.merriam-webster.com/dictionary/optimization

Optimisation: [op-tuh-muh-zey-shuh n]


Optimisation through Testing

vs.

1.

AX Y X

show

they did

Optimisation through Personalisation

2.


Our focus AX Y X

show

they did

Optimisation through Personalisation

2.


Personalisation is all about

relevance.

what you want to say

what they’re interested in

Relevance


And it’s easy right?


We’ve got the…


So why are we struggling?We think there are two key reasons why.


Which makes governing the digital experience difficult and limits the depth that we can personalise.

1#The majority of tools are rule-based.


It’s a mapping exercise.

Where does this need to happen?

Where

Homepage, Category page, Product pages

What is the single most distinguishing factor about the audience?

Audience

Prospect

What other things can digital tell us about this audience to paint a clearer picture of their needs?

Attribute 1 Attribute 2

Life Stage (single)

Age range (20-30)

What digital information can the website gather to understand what the audience is trying to achieve?

Scenario

Looked at a credit card 3 times in the last 5 days

If a person demonstrating this intent walked into a branch, what would the customer service rep do/say?

Business Rule

Re-assure with brand and product value proposition

What is the digital version of this? What needs to change on the site to deliver on the business rule?

What

Change tag lines in relation to Life Stage and Age Range

Audience Attribute 1 Attribute 2 Scenario Business Rule What Where


Audience segmentation can make rule based get big

fast…

16 Geotribes9 life stages2 genders8 age ranges5 defection scores

11,520 combinations

=



So it gets put in the too hard basket…


Automation.

Advanced machine learning algorithms.



Automation platforms are costly.

=


Start here.

SOURCE: HUGE INC.

Business rules-based logic. Manage the process between rule-based logic and algorithmic includes operations, analytics, content and testing.

Machine-based, algorithmic learning to make personalised recommendations.


Companies are not ready to invest in the people power needed to run personalisation.

2#


A typical adoption

curve.


What makes a difference?

People.


“Technology, data, strategy. These are necessary elements to make personalisation function…


But people — the importance placed on developing and enabling talent in your marketing organisation — they are what make personalisation thrive and succeed.”

-SOURCE: SCOTT BRINKER


To succeed there must be a willingness from stakeholders and management, with permission for teams to try and fail (and oodles of platform

training).

‘Doh!’ ‘’Whoops!’ ‘Darn it!’


“Optimisation… is the new black” | Digital Balance 2016


Start here.

SOURCE: HUGE INC.

Business rules-based logic.


Thank you.www.digitalbalance.com.au

Digital Balance [email protected]