MARKETING
Five best practice tools to build a winning digital experimentation program
Data-driven experimentation is all about discovering customer insights and testing new ideas so you can create great digital experiences with confidence. When done right, the best ideas and outcomes will quickly rise to the top, providing you a clear path to:
- Optimize customer experiences – Test a variety of content, layouts, site navigation maps and customer journey touchpoints to create impactful personalized experiences
- Increase revenue from websites – Test various checkout funnels, landing pages and customer responses to marketing campaigns to understand customer motivators, recommend the next best action and drive frictionless customer purchases
- Iterate new products and services faster – Test new features to know what triggers customer actions and drives customer engagement
While digital experimentation can remove guesswork and improve decision making, creating quality experiments and extracting actionable insights from the results can be tricky and overwhelming for even the most proficient marketing and digital experience teams. Growing complexities such as more tools and systems, more collaboration with engineering and product teams, shrinking budgets and ever-changing customer expectations are not making these processes any easier. It’s these challenges that got Optimizely and Google Cloud thinking about how to build a winning experimentation program.
The good news is that thousands of businesses all over the world are overcoming these challenges with the adoption of proven best practices and the implementation of trusted technology solutions such as Optimizely’s leading experimentation platform powered by Google Cloud. This powerful combination will enable you to unleash your digital potential, market better together and build a culture of experimentation.
Adopting best practices: Worksheets and templates to jumpstart your digital experimentation program
Whether you are performing A/B web testing, analyzing customer data or validating product features, Optimizely and Google Cloud deliver the customer insights needed to go to market smarter and supercharge your marketing results. We are continuously assessing best practices across millions of experiments to simplify your digital experimentation journey, understand customer responses to marketing campaigns in real time and create winning content with confidence, backed by data.
Here are five editable worksheets and templates to help you build a winning digital experimentation program:
1) Experimentation Ideation Framework
The Experimentation Ideation Framework covers the first steps required to bring your digital experiment ideas to life. Use this framework to guide experimentation ideas from start to finish, understand what data you need to collect and build a winning hypothesis.
2) Experimentation Prioritization Index
The Experimentation Prioritization Index is a template used to prioritize which experiments should run first based on what ideas will have the most impact on the business. You can judge ideas by comparing business impact metrics such as higher conversion rates, increased revenue or reduced internal costs to the business efforts such as technologies and teams.
3) Experimentation Roadmap Worksheet
Once you decide which experiments to run first, it’s time to refine your idea using the Experimentation Roadmap Worksheet. Plan and visualize every detail contributing to your experiment set up, including the top metric you will use to measure success and the audience you will target for the experiment. It will also allow you to analyze your findings and plan your next steps.
4) Results Sharing Presentation Template
Sharing results and findings is vital to growing a culture of experimentation and securing executive buy-in. The Results Sharing Presentation Template explains how to communicate your experimentation objectives and goals, results overview and what data-driven decisions have been made.
5) Experimentation In Action – A Vault of Ideas
Looking for experimentation ideas? Here’s a collection of inspirational testing ideas to kickstart the brainstorming process. This dynamic document currently includes testing ideas for the media, travel, retail and B2B industries.
Are you ready to build a winning digital experimentation program?
In summary, adopting best-in-class experimentation practices and a leading experimentation platform from Optimizely and Google Cloud enables you to unleash your digital marketing potential and achieve greater business results – securely, seamlessly and collaboratively. Implementing these best practice worksheets and templates make it quick and easy to experiment your way to an amazing customer experience and a winning digital experimentation program.
Ready to get started? Download the “How to build a winning experimentation program” ebook to access valuable worksheets and templates.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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