"How to Take a Test & Innovate Approach to Digital Marketing" - Brooks Bell, Digital Velocity 2015
Transcript of "How to Take a Test & Innovate Approach to Digital Marketing" - Brooks Bell, Digital Velocity 2015
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HOW TO TAKE A TEST & INNOVATE APPROACH TO DIGITAL MARKETING
NAOSHI YAMAUCHI, CHIEF PERFORMANCE OFFICER
BROOKS BELL
@brooksbellinc
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CREEPY CREATURES
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5%EXPLORED
70%WATER
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“INNOVATION IS AT HEART A PROCESS OF DISCOVERY”
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Creating efficiencies and connecting data points
YOU ARE INNOVATING
Are you testing and optimizing your site?
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WHEN TESTING IS NOT INNOVATIVE:IT’S JUST CONFIRMING SOMETHING
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WHEN TESTING IS INNOVATIVE:IT DISCOVERSYOUR CUSTOMERS
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TODAYSTART…
CUSTOMER INSIGHTS1. Value props not clearly understood
2. Fear messaging does not work
3. Different price plans react differently
30+ EXPERIMENTS
INCREMENTAL DISCOVERY LEADS TO BIG CHANGE & INSIGHTS
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MEN AND WOMEN SHOP DIFFERENTLY?
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JAPANESE PEOPLE HAVE DIFFERENT PREFERENCES
THAN AMERICANS?
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GETTING MORE GUESTS TO CHECKOUT
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POWERING UP TESTING TOOLS
Omnichannel
Real-time discovery
Deeper user behavior
Easier targeting setup
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“INNOVATION IS AT HEART A PROCESS OF DISCOVERY”
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TECHNOLOGY IS
ALLOWING DISCOVERY
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It’s up to us to Test, Discover, Innovateand drive positive change
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THANKS
NAOSHI YAMAUCHI, CHIEF PERFORMANCE OFFICER
@brooksbellinc