http://ift.tt/2nAcNMN
Why Your Testing and Optimization Team Needs a Data Storyteller http://ift.tt/2nLLlMp
If a test happens on your website and nobody hears about it, does it make a sound?
Not to get too philosophical, but that's one of the big challenges of building a culture of growth and optimization: getting the word out. That's why a data storyteller is one of the key members of any testing team. In fact, “communication and data storytelling” was noted as a critical skill for a person who leads testing and optimization efforts, according to a survey of marketing leaders who conduct tests and online experiments.1 The must-have skills rounding out the top three were leadership and, the obvious, analytics. A data storyteller is part numbers-cruncher, part internal marketer, and part ace correspondent from the testing trenches. He or she is someone who can take the sheer data of testing — the stacks of numbers, the fractional wins and losses, the stream of daily choices — and turn it into a narrative that will excite the team, the office, and (especially) the C-suite. Storytelling doesn't just mean bragging about successes. It can also mean sharing failures and other less-than-optimal outcomes. The point is not just to highlight wins: it's to reinforce a culture of growth, to generate interest in experimentation, and to explain why testing is so good for the company. "Our test success rate is about 10%," says Jesse Nichols, Head of Growth for Nest. "We learn something from all our tests, but only one in 10 results in some kind of meaningful improvement." That means that a big part of the data storyteller's job is to keep people interested in testing and show them the value. Watch our on-demand webinar “Test with success — even when you fail” to hear more testing and optimization tips.If you're the data storyteller for your team, here are three points to remember:
Download our eBook How to Build a Culture of Growth to learn more best practices on testing and optimization.1Source: Google Surveys, U.S., "Marketing Growth and Optimization," Base: 251 marketing executives who conduct A/B tests or online experiments, Oct. 2016. Posted by Casey Carey, Director, Platforms & Publisher Marketing SEO via Google Analytics Blog http://ift.tt/1Yd8Id0 March 29, 2017 at 02:02AM
0 Comments
Leave a Reply. |
Categories
All
Archives
November 2020
|