Experimentation How Lenovo built a successful optimization practice that drove a 12X ROI in six months Ashish Braganza Jon Powell Sr. Manager, Global Business Intelligence Sr. Manager, Research and Strategy Lenovo MECLABS
Ashish Braganza Senior Manager, Global Business Intelligence abraganza@lenovo.com
How to start & build an 1 Optimization Practice? 2 How to organize the Practice? 3 See the results. 3
Technology is easy . . . . . . overcoming organizational inertia is difficult.
There are 6 rules…
Crawl Walk Run Fly
Testing and Optimization is not the Cavalry . . . . . . i t’s the SWAT team!
THE SPADE MODEL S trategy S P roject Management P A nalytics A D esign & Content D E ngineering E
STRATEGY Singular focus that aligns to Profit Centers!
PROJECT MANAGEMENT Need a great quarterback!
ANALYTICS Fewer KPI’s and keep it simple!
DESIGN Agency agnostic, all recipes can be tested! Recipe B Recipe A
ENGINEERING Launch early and iterate.
“In God we trust; all others must bring data.” – W. Edwards Deming, Statistician
Example 1: PC Finder Test Experience A – Default Experience C Experience B 495% Lift in click through @ 95% confidence
Example 2: Japan Reinforced Messaging Experience A – Default Experience B – Reinforced Shipping Message 1 1 3 2 3 2
Example 3: Japan Configurator Test Experience A – Default Experience B - Detailed View 41% lift in RPV @ 99% confidence
Example 4: Integrating 3rd Party Data + Adobe Test&Target 23
Example 4: Integrating 3rd Party Data Experience B – Targeted Banners Experience A – Default based on Modeling Group 59% lift in RPV @ 95% confidence ~8X ROI
Example 4: ~8X Return on Investment
How to start & build an 1 Optimization Practice? 2 How to organize the Practice? 3 See the results.
Ashish Braganza Jon Powell Sr. Manager, Research and Strategy, MECLABS Sr. Manager, Global Business Intelligence, Lenovo jon.powell@meclabs.com abraganza@lenovo.com LinkedIn: http://www.linkedin.com/in/jonpowell31 LinkedIn: http://www.linkedin.com/in/ashishbraganza
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