always be testing: how eroi + taco bell built a testing agenda (and what happened next)

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ALWAYS BE TESTING

How eROI + Taco Bell Built a Testing Agenda(and What Happened Next)

Cher FullerSENIOR DIGITAL STRATEGIST

@cherfuller

Christine LiE-COMMERCE INNOVATION

@li_tacobeta

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“Without data, you’re just another person with an OPINION.”

-W. Edwards Deming, data scientist

Here are some other people with opinions….

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Product testing TOLEDO, OH.

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Digitally engaged brandsswim in OCEANS OF DATA.

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More data is being collected and analyzed today than at ANY OTHER TIME IN HISTORY.

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2.5 billion gigabytesof data are collected

every day.

90% of globally stored data was collected in

the past two years.

IBM: What is Big Data? https://www-01.ibm.com/software/data/bigdata/what-is-big-data.html

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A

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By A/B TESTING, right?

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But A/B testing is step 5.

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But A/B testing is step 5.

You need to start at step 1.

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To swim this ocean of data,first TEST THE WATER.

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Build a Learning Agenda

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A LEARNING AGENDA asks specific questions in a specific order to set the framework for a testing strategy.

LEARNING AGENDA

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HIERARCHYWHY

Information hierarchy strongly influences user engagement.

By testing how prominently we present messages, we can measure what our users really care about—and why.

BENEFITS CONTENT TYPESWHY

To understand consumer incentive, we must pinpoint the benefit to online ordering.

Without this incentive, online ordering loses its value and risks shifting to in-store purchases.

WHY

Test engagement within several modules against a control to learn if specific types of content are more engaging than

others.Once we understand the value of certain modules, we can

make strategic decision around when/where to place them in triggered emails.

Hierarchy

Benefits Content Types

Information hierarchy strongly influences user engagement.

By testing how prominently we present messages, we can measure what our users really care about—and why.

Create an outlineThe success of a deck relies on a solid outline, which should happen well before you create a new deck.Drafting a deck outline will not only prevent hours of unused work, but it will be the nucleus for team alignment and effective storytelling.

The deck outline can also serve as a helpful means to define who speaks to what points, and function as speaking notes!

To understand consumer incentive, we must pinpoint the benefit to online ordering.

Without this incentive, online ordering loses its value and risks shifting to in-store purchases.

Gangsta’s ParadiseMINUTE AFTER MINUTE, HOURI’m the kinda G that little homieswant to be like.They keep spending most their lives living in the gangsta’s paradise. They keep spending most their lives living in the gangsta’s paradise. They keep spending most their lives living...They keep spending most their lives living in the gangsta’s paradise.They keep spending most their lives living in the gangsta’s paradise.They keep spending most their lives living in the gangsta’s paradise.

TOO MUCH TELEVISION WATCHING GOT ME CHASING DREAMS.I’M EDUCATED FOOL WITH MONEY ON MY MIND.

Test engagement within several modules against a control to learn if specific types of content are more engaging than others.

Once we understand the value of certain modules, we can make strategic decision around when/where to place them in triggered emails.

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Before starting any learning agenda, ask...

1. What are you testing?2. Why are you testing it?3. What do you want to learn?4. What will you do with your insights?

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StHa

Before starting any LEARNING AGENDA, ask…

What do you want to learn?

What will you do

with your insights?

What are you

testing?

Why are you

testing it?

What are you testing?

What do you want to learn?

Why are you testing it?

What will you do with your insights?

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StHa Why does a brand care about the DATA STORY?

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Where We Sometimes Misstep

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NOT EVERYONE speaks data.We need to translate it.

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WHAT WE WILL COVER TODAY

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Make the complexSIMPLE. A LEARNING AGENDA

might test:

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TELL STORIES,not reports.

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So We RevisualizedThe Learning Agenda.

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BEFORE AFTER

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StHa This learning agendahelped Taco Bell’s brand teamTAKE TRULY DATA-DRIVEN ACTIONS.

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We RevisualizedOur Performance Reports Too

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Digital Strategists

Performance Analysts

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StHa PERFORMANCE REPORTSinfluence brand decisions

PERFORMANCEReports

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qualitative data branding operations quantitative data

performanceAudienceBrand positionMessage / toneVisual style directionContent strategy

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Data Storytelling Opens the Door to Bigger (!) Creative Possibilities

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TOP Emails 2016

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headline

CTA

headline

CTA

copy

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CYBER MONDAYDelivered 42% more clicksthan average

And a 24% higher click-to-open rate than average

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NAKED CHICKEN CHALUPABy placing the secondary messagefirst, we gained +10% total clicksand 2x higher conversions.

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To Recap

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TO RECAPData is cool

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TO RECAPFirst ask WHY, then WHAT

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TO RECAPTell stories, not reports

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TO RECAPCollaborate!

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TO RECAPInformed creative > Pretty things

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Any questions?

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