Post on 14-Apr-2017
Scaling your Testing Program for Maximum Impact
Martijn Scheijbeler / Director of Marketing / martijn@thenextweb.com / @MartijnSch
• Leads Marketing at The Next Web: ±15 (60+)
• Into (web/data) analytics for 6 years
• Believes in: Scaling through coding and automating
Who is this guy?
MeasureFest 2015 - @MartijnSch
“One of the biggest online tech publications”
8 Million Monthly Unique Users 20.000+ attendees at The Next Web Conferences
MeasureFest 2015 - @MartijnSch
What do I like to talk about?
• How we created a culture of testing?
• How were / are we able to scale so fast?
• How it influences our (company / teams) culture?
• Summary: How can YOU scale your testing program?
What do I like to talk about…
MeasureFest 2015 - @MartijnSch
FAIL often, FAIL fast!
So it’s all about, VELOCITY
1 Test a Month :( That clearly wasn’t good enough
MeasureFest 2015 - @MartijnSch
25+ Tests a Month :) *Happy Panda* How did we get there?
MeasureFest 2015 - @MartijnSch
• Better ask for forgiveness, than permission
• F*CK IT, WE’LL DO IT LIVE!
• It’s not rocket science!
• We’ll do a much as possible in-house + open source
TNW ‘Core Values’
MeasureFest 2015 - @MartijnSch
What did we learn along the way? #10 Take aways!
#1 Know your goals + KPIs
MeasureFest 2015 - @MartijnSch
#2 Create swim lanes
MeasureFest 2015 - @MartijnSch
#3 Create segments
MeasureFest 2015 - @MartijnSch
How many tests can you run? DO YOU REALLY KNOW?!
#4 Don’t prioritise (yet)
MeasureFest 2015 - @MartijnSch
#5 Prioritise, based on ROI
MeasureFest 2015 - @MartijnSch
#6 Learn to code, or code fast
MeasureFest 2015 - @MartijnSch
Can you really scale this?
#7 Analyse, faster!
MeasureFest 2015 - @MartijnSch
#8 Push winning variants live, ASAP!
MeasureFest 2015 - @MartijnSch
How many of you can push code live?
#9 Always be sharing
MeasureFest 2015 - @MartijnSch
#10 Think about, what’s next?
MeasureFest 2015 - @MartijnSch
• Grow our team: 20 people?
• Cross functional, get developers on board, a mistake?
• Automate & Innovate even more
• Drink more …?
What’s next?
MeasureFest 2015 - @MartijnSch
• Take it easy… do you know what to do?
• First: become friends with your data!
• Second: become friends with your developers.
• Third: map out your strategy, do you have the resources?
• Worst case? Read back the slides!
What’s your next step?
MeasureFest 2015 - @MartijnSch
Martijn Scheijbeler Director of Marketing at The Next Web
Email: martijn@thenextweb.comTwitter: @MartijnSch
Have fun! Thank you!Slides: http://tnw.to/measurefest
MeasureFest 2015 - @MartijnSch
MeasureFest 2015 - @MartijnSch