Creating an optimisation culture
Guido Jansen
#T3CON19
our brands
key figures
€ 23.30 billion in revenue
37,930 avg. corporate employees
4,858 offices in 39 countries
668,800 people employed everyday
building a global optimization team
& internal experimentation culture
CRO @ Randstad
goals 2018
current pace
things that don't work in our favor
Limited local resources
Operating countries are fairly independent
Online is just "lead-gen"
Not all data is connected nicely
CRO is immature
Strong opinions on brand
Experimentation is not in the DNA (yet)
things that do work in our favor
Moneyz
CRO is immature
Scale / Heaps of data
Relative mature data science/analytics teams
Most countries run on the same platform
MGMT buy-in
building a (CRO) culture
work in progress
why do you need culture anyway?
Experimentation doesn't come natural to everyone
Lack of trust/understanding about data/stats/experiments undermines your authority
Teams are distributed, silo’s don’t let you connect the dots
Can't do everything centralized
"Nothing kills experimentation and innovation more than massive fear that any non-success will be punished"
it's a lot like
community building
Get Top Management Buy-In
Get the Team(s) Involved
“Establishing a culture of optimization really starts with having an attitude of never being satisfied"
CRO moonshot
platform
process
people
All major countries have a CRO team with curious, creative and data-driven people: analysts, UX design, frontend development, UX research, content specialist and a Q&A specialist.
The local teams are supported by a global team with data specialists, psychologists, statisticians and data visualization specialists. All working together in an agile way, feeding our machine learning systems.
people moonshot
Full integration with other departments.
Experimenting and validation is in the Randstad DNA with everything we do.
process moonshot
tiered service/maturity model
take care of your
shit umbrella
translate CRO to ROI
fortnightly calls
Google+ community
CRO buddies
global/high level recognition
transparent workflow tool
new things I hope will work
Onboarding for people outside the online team
Move away from "CRO" and "A/B testing", move to "Idea validation" / "Business Growth" / "Innovation"
some features of successful experimentation cultures...
Broad data literacy, leadership & trust
Inquisitive, questioning culture
Iterative, learning culture
Bottom-up (Anti-HIPPO)
Share learnings widely
Clear north star goal
final thought(s)
