Team Data: Building a Data-Driven Optimization Team
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@guido | x@gui.do
Where do we start?
What tools do we need?
How do we grow(th hack)?
How do we prioritize tests?
Who's going to do this?
... your maturity level
... the Website Optimization Workflow
... how to prioritize
... who to hire
Platform
People
Process
by Stéphane Hamel
Level 1
Level 2
Level 3
Level 4
Level 5
Visitors, Visits, Views
Top 10s
Demographics
Technographics
Top entry/exit
Performance
Capacity & Security
Path analysis
Funnel reports
A/B testing
Campaign Optimization
KPIs
Dashboards
Omnichannel aggregation
External Data Analysis
Segmentation
Segment testing
Behavioral Targeting
Profiling & Personalization
Cost-shifting analysis
Lifetime value
Big Data Targeting
Process analytics
Real Time Decision Targeting
Activity Based Cost
Strategic planning
Full omnichannel integration
Predictive Analytics
Balanced Scorecards
DAMM by Stéphane Hamel
Self assessment:
DigitalAnalyticsMaturity.org
| External | Internal | |
|---|---|---|
| External | Outsource | xxx |
| Internal | SaaS Tool | Buy/Build yourself |
Tooling
People
Level 1
Level 2
Level 3
Level 4
Level 5
Single person
One person leading optimization efforts accross teams/departments
Single team focussed on online optimization
Integration with teams from all channels/ departments
Multiple agile CRO teams
+
specialized umbrella teams
These are not separate stages,
it's a continuum
aka
No CRO job title
Really enthusiastic about the possibilities
CRO Master /
Growth Hacker
UI/UX Designer
Frontend
Developer
CRO Master / Growth Hacker
Source: GrowthTribe Academy
Traffic
UX Research
Content
Specialist
Tester
Data
Analyst
Data
Specialist
Behavioral Analyst
Multiple
Teams
Team
managers
Data visualization specialist
Statistician
Level 1
Level 2
Level 3
Level 4
Level 5
The lone nut
CRO Master
UX/UI Designer
Frontend Developer
UX Researcher
Content specialist
Tester
Data Analyst
Data Specialist
Behavioral Analyst
CRO Team managers
Data visualization specialist
Statistician
Core
team
Business
Sponsor (shit umbrella)
Customer Support
Traffic team
Marketing
(Backend) Development
Input
Prioritization
Testing
Reporting & Deployment
Input
Prioritization
Testing
Reporting & Deployment
Business Intelligence
General Research
Corporate Needs
User Research
Product Roadmap
Product Changes
Brainstorm
Test Results
Idea list
Input
Prioritization
Testing
Reporting & Deployment
Why?
What?
Input
Prioritization
Testing
Reporting & Deployment
Input
Prioritization
Testing
Reporting & Deployment
Hypothesis
Set test parameters
& variants
Create
Deploy
Analysis
Input
Prioritization
Testing
Reporting & Deployment
Reporting
Deployment
Calculate ROI
Worth it?
Yes > Forward to devteam
No> Optimize/Retry/Discard
Input
Prioritization
Testing
Reporting & Deployment
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | |
| Test A | Research | Design/ Develop |
Q&A / Approval | Live | Live | Analysis | Share/ document |
| Test B | Research | Design/ Develop |
Q&A / Approval | Live | Live | Analysis | |
| Test C | Research | Design/ Develop |
Q&A / Approval | Live | Live | ||
| Test D | Research | Design/ Develop |
Q&A / Approval | Live | |||
| Test E | Research | Design/ Develop |
Q&A / Approval | ||||
| Test F | Research | Design/ Develop |
|||||
| Test G | Research |
Week numbers
Shorten meetings by avoiding deliberations
Avoid interpersonal conflict by putting differing opinions to the test
Empower all members of the team to optimize their work
Align teams around shared goals, rather than conflicting ones
Sales
Marketing
Product
