MeasureFest

Scaling your Testing Program for Maximum Impact

Martijn Scheijbeler / Director of Marketing / [email protected] / @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


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…


FAIL often, FAIL fast!

So it’s all about, VELOCITY

1 Test a Month :( That clearly wasn’t good enough


25+ Tests a Month :) *Happy Panda* How did we get there?


• 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’


What did we learn along the way? #10 Take aways!

#1 Know your goals + KPIs


#2 Create swim lanes


#3 Create segments


How many tests can you run? DO YOU REALLY KNOW?!

#4 Don’t prioritise (yet)


#5 Prioritise, based on ROI


#6 Learn to code, or code fast


Can you really scale this?

#7 Analyse, faster!


#8 Push winning variants live, ASAP!


How many of you can push code live?

#9 Always be sharing


#10 Think about, what’s next?


• Grow our team: 20 people?

• Cross functional, get developers on board, a mistake?

• Automate & Innovate even more

• Drink more …?

What’s next?


• 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?


Martijn Scheijbeler Director of Marketing at The Next Web

Email: [email protected]: @MartijnSch

Have fun! Thank you!Slides: http://tnw.to/measurefest


mailto:[email protected]

http://tnw.to/measurefest

MeasureFest

Marketing

Transcript of MeasureFest