SLIDE 1 How Lenovo built a successful optimization practice that drove a 12X ROI in six months
Experimentation
Ashish Braganza Jon Powell
- Sr. Manager, Global Business Intelligence
- Sr. Manager, Research and Strategy
Lenovo MECLABS
SLIDE 2 Ashish Braganza
Senior Manager, Global Business Intelligence abraganza@lenovo.com
SLIDE 3 How to start & build an Optimization Practice?
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How to organize the Practice? See the results.
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Technology is easy . . . . . . overcoming organizational inertia is difficult.
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There are 6 rules…
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Run Crawl Walk Fly
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Testing and Optimization is not the Cavalry . . . . . . it’s the SWAT team!
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THE SPADE MODEL Strategy Project Management Analytics Design & Content S P A D E Engineering
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STRATEGY
Singular focus that aligns to Profit Centers!
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PROJECT MANAGEMENT
Need a great quarterback!
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ANALYTICS
Fewer KPI’s and keep it simple!
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DESIGN
Agency agnostic, all recipes can be tested!
Recipe B Recipe A
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ENGINEERING
Launch early and iterate.
SLIDE 19 “In God we trust; all others must bring data.”
– W. Edwards Deming, Statistician
SLIDE 20 Experience C Experience A – Default Experience B
495% Lift in click through @ 95% confidence
Example 1: PC Finder Test
SLIDE 21 Experience A – Default
Example 2: Japan Reinforced Messaging
2 3 1 2 1 3 Experience B – Reinforced Shipping Message
SLIDE 22 Experience A – Default Experience B - Detailed View
Example 3: Japan Configurator Test
41% lift in RPV @ 99% confidence
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Example 4: Integrating 3rd Party Data
Adobe Test&Target
SLIDE 24 Example 4: Integrating 3rd Party Data
Experience A – Default Experience B – Targeted Banners
based on Modeling Group
59% lift in RPV @ 95% confidence ~8X ROI
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Example 4: ~8X Return on Investment
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How to start & build an Optimization Practice?
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How to organize the Practice? See the results.
2 3
SLIDE 28 Ashish Braganza
- Sr. Manager, Global Business Intelligence, Lenovo
abraganza@lenovo.com LinkedIn: http://www.linkedin.com/in/ashishbraganza
Jon Powell
- Sr. Manager, Research and Strategy, MECLABS
jon.powell@meclabs.com LinkedIn: http://www.linkedin.com/in/jonpowell31
