opticon 2015-from skeptic to champion
TRANSCRIPT
#opticon2015
From Skeptic to Champion: How to Win over Key Stakeholders and Non-Believers
Jason Lin Sr. Director of Web Marketing, Upwork
Benn Stancil Chief Analyst, Mode Analytics
Alek Toumert Sr. Digital Analyst, American Medical Association
Rohan Karunakaran Launch Manager, Optimizely
• DART (Digital Analytics Roundtable)
• Optimization program
• Roadshows
• Internal publicity (Intelligence Hub)
Take advantage of all the brains in the building
Limit barriers for hypotheses gathering
• Transparency
• Anyone can submit ideas
• Small number of fields
• Feeds into testing queue
Let it all out
• Be nimble
• Cut time off reporting
• Spend more time testing
• User-focused results
Take pulse of people and learn from every result
• Vote on each test
• Voting wrong isn’t failure
• Test outcome matrix
The Online Workplace For The World
4M+ businesses
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“Hello, My Name Is …”
1999 2004 2006 2007 2009
THE STUDENT
UCLA
THE ACCOUNTANT
PWC Los Angeles New York
THE INNOVATOR
HITCHSTERS New York
THE STUDENT
(again)
THE E-‐COM GUY
MICHIGAN Ann Arbor
WALMART, EBAY
SF Bay Area
2015
THE “ONLINE WORK”
GUY
UPWORK (formerly Elance-‐oDesk) SF Bay Area
To Build Culture … It Takes A Village It takes a lot to “convert” a skeptic, and we’ve discussed some of the key elements: • Analyzing Data To Source An “Ideas Pipeline”
• Making It Cross-Functional
• Documenting & Sharing Results
• Building a Hypothesis Library
What’s the hardest part in all this?!
“Becoming a data-‐driven organisaXon doesn’t just rely on the right technology, structure and processes. The human element is essenXal, and without the right
skills, qualiXes and roles, any effort to be successful at data-‐driven markeXng is desXned to struggle.”
– Jim Sterne, Founder, Digital Analytics Association
Curiosity. This is perhaps the hardest, and most important, quality to cultivate in building a
data-driven modern marketing team.!
So, How Do You “Cultivate Curiosity”?
1. Celebrate Failure
2. Practice Reflection
3. Make It Fun (and Easy)
#1: Embrace Failure. “Failure = Education.” We are not all Steve Jobs (though we’d like to think so).!
#opticon2015
From Skeptic to Champion: How to Win over Key Stakeholders and Non-Believers
Jason Lin Sr. Director of Web Marketing, Upwork
Benn Stancil Chief Analyst, Mode Analytics
Alek Toumert Sr. Digital Analyst, American Medical Association
Rohan Karunakaran Launch Manager, Optimizely