aliur rahman, experian, - setting up an optimisation function
TRANSCRIPT
Setting up an Optimisation Function
Aliur RahmanHead of Digital Optimisation & Personalisation
Digital Analytics
Digital Optimisation
Personalisation
Experian UK PLC
• Free Score (CreditMatcher)
• CreditExpert
• Comparison
Digital transformation
• From Technology to Customer Services, from Product to Marketing
The brief
• Set up an Optimisation function in London • Create a culture of test and learn (fail fast, learn quick)• Bridge relationship between Marketing and Technology
TECHNOLOGY PROCESSES PEOPLE
• Process was substandard • No real governance in place• Silo optimisation roadmap• No frameworks or centralisation
• Decent Optimisation tool• No building out of capability• Old version being used • No integration
• Silo Optimisation teams • No technical people in London• Skillset gap in Optimisation
OPERATIONAL
• Pushing 2-3 tests a month• No delivery management • No Targeting/personalisation
Optimisation before
Senior Leadership Team Buy-In
7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
• Plan for next 12 months• Technology • Process & Governance • People & Operating Model • Culture • Personalisation
7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
• Identify roles and skill set required• Hire people in London (Contractors) • Train and Equip
7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
• Agree and establish process • Establish agile delivery method (KANBAN)• Centralise assets and communication • Put in place Steerco and governance
Business Kanban Board
Technical Kanban Board
JIRA Kanban boards for Optimisation delivery
Centrally hosted assets for Optimisation efficiency Centralised briefing process in Confluence
Agreed and established process in Blueworks
7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
• Run team using daily stand ups • Work closely with business owners• Build, configure and push test live • Communicate to SLT
7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
5. MEASURE, REPORT & VALIDATE
• Track velocity • Track and report number of tests completed• Prove that the Optimisation team was
successful
7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
5. MEASURE, REPORT & VALIDATE
6. TRANSITION
• Replace contractors with permanent team• Widen scope of digital development • Build close relationship between
Marketing and Technology
7 step process to setting up an Optimisation function
1. DEVELOP OPTIMISATION STRATEGY
2. BUILD OPTIMISATION TEAM
3. PUT IN PLACE PROCESS
4. EXECUTE
5. MEASURE, REPORT & VALIDATE
6. TRANSITION
7. BAU
• Continue to produce tests• Align with technology team for wider work• Put in amends to processes
TECHNOLOGY PROCESSES PEOPLE
• Process established and aligned• Governance & steerco in place• Centralisation of assets• KANBAN delivery method
• Technical support from Vendor
• Building out of capability to include Personalisation
• Set up three new functions • Well organised team in London• Relevant technical skillset• One team under the same place
OPERATIONAL
• Pushing 15-20 tests a month• Contributed to increasing
overall site conversion by 80%
Optimisation after
Small and nimble operation in a large and complex environment
Establishing a digital first culture
Transition and embed team Personalisation
Mobile App Optimisation
Establish a Testing Culture
Thank you for listening
Questions?