Do you have an appetite for experimentation? Perhaps you have a team in place - but how confident do you feel about your set-up? Does your program lack direction or people with skillsets to accomplish your business goals?
Of course, when done right, a digital optimisation program has a direct impact on revenue and forms the foundation of the growth and product strategy. However, there's a journey that businesses need to go on to reach this stage. Whatever’s holding you back from achieving your experimentation goals, our latest webinar will help you and your brand unlock growth.
Watch the webinar recording above to hear from Lois Crawford, Digital Product Owner for BTTV, as well as Katie Bloor and Alex Toplis (from our Optimisation team). They examine the different stages of the optimisation maturity curve and share the necessary building blocks for you to accelerate your optimisation program. You'll also find below a quick roundup of the webinar.
Head of Marketing, Daydot
Suzie was host for this webinar sharing a brief introduction to Daydot and chatting with Lois from BT for a Q&A at the end of the session.
Senior Optimisation Manager, Daydot
Alex explained the meaning of optimisation and the specific benefits of Digital Experience Optimisation. He shared the four key stages of the optimisation maturity curve and went into detail about each stage in relation to four pillars - Team, Tools, Governance and Culture.
- Define and deliver an experience that is customer-centric and makes your brand stand out.
- Use your optimisation program to interrogate and validate major business decisions.
- You reach optimisation maturity when you routinely perform the practices required to inform, design, implement and manage customer experience in a disciplined way.
Head of Optimisation
Katie shared her expertise in consulting with brands and overseeing a multitude of successful experimentation programs for global clients. She examined the importance of building a culture of optimisation at the heart of your business - placing a high value on educating, communicating and motivating your wider organisation to embed optimisation in your processes and infrastructure. She gave valuable advice about how to build a business case for optimisation - how to find and map out the opportunities and how to communicate them internally. Finally, she shared three typical business models and areas to focus on in order to move up the optimisation maturity curve.
- Culture is the biggest blocker to organisations when trying to grow an optimisation practice.
- Building your optimisation business case is vital - financial investment plus stakeholder investment is the formula for growth.
- If you don’t have the right optimisation operating model in place for where your business is at now, you will put a ceiling on your success.
Digital Product Owner, BT
As product owner for BTTV Lois explained how their optimisation program has evolved during the last year and how senior stakeholders have supported the program to really encourage experimentation to move the needle in terms of results.
Lois explained their 'squad' structure and goal to become more agile. She also highlighted the continued challenge of department silos - like so many other organisations. The differing internal goals generate a need for continuous collaboration and communication in order to align activities.
BTTV are seeking to develop a “Centre of Excellence” operating model as they have a full optimisation team in-house. However, test cadence can be a struggle and there are some infrastructure challenges which need to be fixed in order to further optimise their program.
- Getting senior stakeholder buy in can really help you take bigger leaps forward with optimisation.
- Always make data-driven decisions - don't be afraid to pause for a moment, look at the data, and adjust your optimisation roadmap accordingly.
- Education internally about optimisation and building that culture is vital.