DiDo #27: Tom van den Berg (Online Dialogue)
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Dialogue Donderdag #27 op 14 juni 2018: Hoe pas je experimenteren en personalisatie toe binnen een (grote) webshop? Met presentaties van wehkamp en de Bijenkorf.
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DiDo #27: Tom van den Berg (Online Dialogue)
- 1. SUBTITLE BELOW Experimenteren & personaliseren binnen (grote) webshops
- 2. Agenda 14.30 – 14.40 Welkom 14.40 – 15.00 Tom van den Berg | Conversie Manager @ Online Dialogue 15.00 – 15.30 Niels Reijmer | Lead Data Analyst @ Bijenkorf Pauze 16.00 – 16.30 Ellen Tonkens | Conversion Specialist @ wehkamp 16.30 – 17.00 Ask them anything 17.00 – 18.30 Borrel
- 3. Validation in every organization
- 4. Digital made validation possible
- 5. Validation to the max?
- 6. Validation to the max? > 2.000 experiments per day > 7.000 experiments 7 years ago > 2.000 experiments live now
- 7. “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day…” Jeff Bezos, CEO Amazon
- 8. More tests = more growth
- 9. 3 Validation rules: 1. OEC 2. Effectiveness over Efficiency 3. Quantity over quality
- 10. 3 Validation rules: 1. OEC 2. Effectiveness over Efficiency 3. Quantity over quality
- 11. First agree on your OEC
- 12. 3 Validation rules: 1. OEC 2. Effectiveness over Efficiency 3. Quantity over quality
- 15. But… $
- 16. Even better… ROI
- 18. ITOptimization
- 20. Useless to spend scarce resources onHurts our bussiness Brings value Significantly positiveInconclusiveSignificantly negative Validation
- 21. Hurts Doesn't make a difference Improves 0% 25% 50% 75% 100% 25%60%15% Typically, most optimization are ineffective
- 22. Typically, most optimization are ineffective Hurts Doesn't make a difference Improves 0% 25% 50% 75% 100% Brings value B A A B A B B A 25%60%15% 25% - 15% = 10%
- 23. Validation boosts effectiveness! Hurts Doesn't make a difference Improves 0% 25% 50% 75% 100% regret Brings value regret
- 24. 3 Validation rules: 1. OEC 2. Effectiveness over Efficiency 3. Quantity over quality
- 25. What is easier? Double experiments in: 1. Quantity 2. Quality
- 26. What is easier? Double experiments in: 1. Quantity 2. Quality
- 27. But… there is a maximum What’s your Bandwidth?
- 28. test velocity Validation is about Velocity! Prevent Regret: Run as much experiments as possible
- 29. Validation is about Velocity!
- 31. Validation is about reducing investments! ROI Increase Improvements Lower Investments = ____________________ What’s your value / hour spend?
- 32. test velocity You think & talk too much!
- 33. Too much discussion All new experiments
- 34. Velocity over Value $$ Resources per validation Costs of resources Value per validation Value per hour spend validating
- 35. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 36. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 37. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 38. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 39. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 40. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 41. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 42. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 43. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M
- 44. Example Scenario 1 2 Uren per week 200 200 Uren per experiment 40 25 # experimenten p/w 5 8 # experimenten p/y 260 416 % winnaars 25% 20% # winnaars 65 83 Value per winner €100K €100K Revenu €6,5M €8,3M Extra revenue €1,8M €1,8M
- 45. Niet lullen, maar toetsen!