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Defining a Vision for
Digital Leadership
WEBINAR
Jonathan Crowder
Sky
LESSONS FROM THE GROWTH OF SKY’S
DIGITAL OPTIMISATION TEAM
Wes McCabe
Optimizely
FIRST CALL 1
OPTIMIZELY.COM/DIGITAL-CHANGE-AGENTS
Agenda
! Introduction
! What is Optimizely?
! Sky’s Journey
! Q&A
Defining a Vision for
Digital Leadership
WEBINAR
Jonathan Crowder
Sky
LESSONS FROM THE GROWTH OF SKY’S
DIGITAL OPTIMISATION TEAM
Wes McCabe
Optimizely
Digital Experience Optimization:
Digital Products, Commerce & Campaigns
Up to 5X Increase in Yield:
Revenue, Share of wallet, Funnel conversion,
Risk mitigation, Ops efficiency
Partner of Choice:
Work with leading global enterprises & “digital
disruptors” including 26 of F100
OUR COMPANY
Digital Experimentation Platform:
Next gen “Test and Learn” System
Replaces Digital Guesswork:
with Evidence-based optimization
Speeds Innovation & Optimization:
Single platform for marketing & product teams
Best in class stats & machine learning
Consumer grade usability
Enterprise program management & prof. services
OUR SOLUTION
“Our success is a function of
how many experiments
we do per year, per month,
per week, per day.”
“Instead of saying ‘I have an
idea,’ what if you said
‘I have a new hypothesis,
let’s go test it.’
“Our company culture
encourages
experimentation and
free flow of ideas.”
“One of the things I’m
most proud of, and I think
what is the key to our
success, is this testing
framework we’ve built.”
Experimentation is the
Next Great Business
Transformation
Jeff Bezos Larry Page
Mark Zuckerberg Satya Nadella
The Surprising
Power of Online
Experiments
10x more experiments
Consumer-grade usability
Open data integration
Maximum yield of business value
UX and feature-level experiments
and personalization at every digital
touch point
Enterprise-wide
management & governance
Captures, governs and shares
ideation, analyses & results
Optimizely X Unlocks the Experimentation Best Practices
of the World’s Greatest Digital Companies
World’s most trusted outcomes
BestinclassStatsEngine
FasttimetoresultsviaML
Accelerates digital innovation
Speeds dev ops & deployment
De-risks continuous feature delivery
Ensures success of new features
Unifying flagging & experiments
enables controlled testing of new
features while maintaining high
performance
Ideate
Manage
StoreGovern
Analyze
Share
Open Data
Integration
Security &
compliance
Stats
Engine
Stats
Accelerator
Consumer-
grade
usability
APIs &
Developer
Tools
Feature
Flags
Open source
SDKs
X-Channel
Full Stack
Experimentation
Personali-
zation
Recommen-
dations
Web
Experimentation
PRODUCTS
COMMERCE
CAMPAIGNS
We’re Proud to Work With
Great Global Enterprises
21 of the Fortune 100 have Chosen Optimizely to Drive Their Digital Experience
B U S I N E S S V A L U E
VELOCITY/VOLUME
LEVEL 1
Executional
Start
LEVEL 2
Foundational
Growth
LEVEL 3
Cross-functional
Advancement
LEVEL 4
Operational
Excellence
LEVEL 5
Culture of
Experimentation
Our Products and Services Take
You on Your Experimentation Journey
ROI
CHALLENGE
NEXT STEPS
MATURITY
BENCHMARK
Defining a Vision for Digital Leadership at Sky
by Jonathan Crowder Britannia
13
Who am I?
What do I do?
Why do we do it?
How do we do it?
18
Digital Change Agents - Sky
Digital Change Agents - Sky
21
Not to scale (obviously – I’m not mad)
22
Not to scale (obviously – I’m not mad)
We centralised our broad technology base
in a single new site in Leeds.
23
24
We came up with a long term plan to change
2015 2016 2017 2018 2019 2020
Creating the environment for
efficiency
Rebuilding the platforms for efficiency Realising efficiency by extracting the maximum value from what we have
Rebuild and Redevelop
Product & Optimisation
DigitalResource
How do we do it?
26
Discover
Design
Develop
Test
Discover
Design
Develop
Test
Discover
Design
Develop
Test
Ideate
Create
Measure
Ideate
Create
Measure
Automated Reporting
Deep Dive Analyses
Monitoring & Listening
Research / UXT
VOC / Social
Employee
Ideate
Create
Measure
Copy
Design / UX
Marketing
Development
Compliance
Ideate
Create
Measure
31
How do we work?
Data Insight Hypothesis ProofPriority Results
Web Analytics
Research / UXT
Data Warehouse
Ops Data
VOC / Social
Employee
Automated
Reporting
Deep Dive
Analyses
Monitoring
& Listening
Business
Demand
Intuition &
Opinion
Hypothesis
Articulatio
n
Controlled Testing
(A/B & MVT)
Research Validation
Bus. Justification
Business Impact
Projection
Measurement,
Learning &
Implementation
Insight-driven continuous improvement
Scientific, scalable, repeatable and 100% aligned to KPIs
Ideate Create Measure
What have we done?
33
£?
34
What’s the secret?
35
A B
36
A B
Principles
Think big
Gotta go fast
Failure is an option
Optimisation is a quest for truth
Experimentation empowers
Test everything, everywhere
Defining a Vision for Digital Leadership at Sky
by Jonathan Crowder Britannia
Thank You
Digital Change Agents - Sky

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Digital Change Agents - Sky

  • 1. Defining a Vision for Digital Leadership WEBINAR Jonathan Crowder Sky LESSONS FROM THE GROWTH OF SKY’S DIGITAL OPTIMISATION TEAM Wes McCabe Optimizely
  • 4. Agenda ! Introduction ! What is Optimizely? ! Sky’s Journey ! Q&A
  • 5. Defining a Vision for Digital Leadership WEBINAR Jonathan Crowder Sky LESSONS FROM THE GROWTH OF SKY’S DIGITAL OPTIMISATION TEAM Wes McCabe Optimizely
  • 6. Digital Experience Optimization: Digital Products, Commerce & Campaigns Up to 5X Increase in Yield: Revenue, Share of wallet, Funnel conversion, Risk mitigation, Ops efficiency Partner of Choice: Work with leading global enterprises & “digital disruptors” including 26 of F100 OUR COMPANY Digital Experimentation Platform: Next gen “Test and Learn” System Replaces Digital Guesswork: with Evidence-based optimization Speeds Innovation & Optimization: Single platform for marketing & product teams Best in class stats & machine learning Consumer grade usability Enterprise program management & prof. services OUR SOLUTION
  • 7. “Our success is a function of how many experiments we do per year, per month, per week, per day.” “Instead of saying ‘I have an idea,’ what if you said ‘I have a new hypothesis, let’s go test it.’ “Our company culture encourages experimentation and free flow of ideas.” “One of the things I’m most proud of, and I think what is the key to our success, is this testing framework we’ve built.” Experimentation is the Next Great Business Transformation Jeff Bezos Larry Page Mark Zuckerberg Satya Nadella The Surprising Power of Online Experiments
  • 8. 10x more experiments Consumer-grade usability Open data integration Maximum yield of business value UX and feature-level experiments and personalization at every digital touch point Enterprise-wide management & governance Captures, governs and shares ideation, analyses & results Optimizely X Unlocks the Experimentation Best Practices of the World’s Greatest Digital Companies World’s most trusted outcomes BestinclassStatsEngine FasttimetoresultsviaML Accelerates digital innovation Speeds dev ops & deployment De-risks continuous feature delivery Ensures success of new features Unifying flagging & experiments enables controlled testing of new features while maintaining high performance Ideate Manage StoreGovern Analyze Share Open Data Integration Security & compliance Stats Engine Stats Accelerator Consumer- grade usability APIs & Developer Tools Feature Flags Open source SDKs X-Channel Full Stack Experimentation Personali- zation Recommen- dations Web Experimentation PRODUCTS COMMERCE CAMPAIGNS
  • 9. We’re Proud to Work With Great Global Enterprises 21 of the Fortune 100 have Chosen Optimizely to Drive Their Digital Experience
  • 10. B U S I N E S S V A L U E VELOCITY/VOLUME LEVEL 1 Executional Start LEVEL 2 Foundational Growth LEVEL 3 Cross-functional Advancement LEVEL 4 Operational Excellence LEVEL 5 Culture of Experimentation Our Products and Services Take You on Your Experimentation Journey
  • 12. Defining a Vision for Digital Leadership at Sky by Jonathan Crowder Britannia
  • 13. 13
  • 15. What do I do?
  • 16. Why do we do it?
  • 17. How do we do it?
  • 18. 18
  • 21. 21 Not to scale (obviously – I’m not mad)
  • 22. 22 Not to scale (obviously – I’m not mad) We centralised our broad technology base in a single new site in Leeds.
  • 23. 23
  • 24. 24 We came up with a long term plan to change 2015 2016 2017 2018 2019 2020 Creating the environment for efficiency Rebuilding the platforms for efficiency Realising efficiency by extracting the maximum value from what we have Rebuild and Redevelop Product & Optimisation DigitalResource
  • 25. How do we do it?
  • 28. Ideate Create Measure Automated Reporting Deep Dive Analyses Monitoring & Listening Research / UXT VOC / Social Employee
  • 31. 31 How do we work? Data Insight Hypothesis ProofPriority Results Web Analytics Research / UXT Data Warehouse Ops Data VOC / Social Employee Automated Reporting Deep Dive Analyses Monitoring & Listening Business Demand Intuition & Opinion Hypothesis Articulatio n Controlled Testing (A/B & MVT) Research Validation Bus. Justification Business Impact Projection Measurement, Learning & Implementation Insight-driven continuous improvement Scientific, scalable, repeatable and 100% aligned to KPIs Ideate Create Measure
  • 32. What have we done?
  • 40. Failure is an option
  • 41. Optimisation is a quest for truth
  • 44. Defining a Vision for Digital Leadership at Sky by Jonathan Crowder Britannia