SlideShare a Scribd company logo
Congratulations to our
Outperform Award Winners!
Most Dramatic
Business Impact
Most Customer-
Obsessed Company
Culture
Most Transformative
Innovation
Most Inspiring Social
Impact
• Welcome to Opticon!
• Sessions today will be recorded and will be available after Opticon
• Join the conversation on Twitter at #Opticon19
• We want to hear from you! Give feedback and rate sessions on the
mobile app
Chris Darner
VP Product,
The Venetian Casino Resort
Las Vegas
Jeff Blettner
CRO Strategist,
Tinuiti
Kate Nichol
Director,
Optimizely Success Programs
Quantifying the ROI of Your
Experimentation Program
4
Value Journey Model
Building a Team to Accelerate Success
5
Optimizely Delivers ROI + Value
 Learn before you launch
 Reduce risk
 Drive innovation
 Competitive advantage
 Financial Model
 Revenue
 Core Metrics
ROI Value
6
Definitions
Attribution - The action of regarding something as being caused by a person or thing.
Attribution Model - The rule, or set of rules, that determines how credit for conversions assigned to
touchpoints in a conversion paths.
Value - the regard that something is held to deserve; the importance, worth, or usefulness of
something.
ROI - Return on Investment.
Return - A profit from an investment.
ROI Model - This is a mathematical model, designed to represent the performance of a business, or a
project where the output is shown as a return on investment.
Why is ROI Modeling
Important?
8
RESOURCE
JUSTIFICATION
The Value of ROI Modeling
EVIDENCE
OF VALUE
SUCCESS
TRAJECTORY
PRIORITIZATION
QUANTIFIABLE
REVENUE
Venetian Casino Resort
ROI Model Journey
 Build a team
 Align with corporate strategy
 Bring perspective to the business
 Create visibility
 Reinforce the program value
 Collaborate and refine
ROI Journey
The Venetian’s experience developing a model
 Aligning ‘Global Product KPIs’
 Bootstrapping
 Backfilling
 Housekeeping
 Evaluating and adjusting the model
 Reducing overhead
Overcoming Challenges
The Venetian’s experience developing a model
12
Common Pitfalls in ROI Modeling
VALUATION WEIGHTING PROJECTION
EFFICIENCY VISUALIZATION OVERLAP
Optimizely’s
ROI Model
14
Optimizely’s ROI Model
Supported by your data!
Foundational Approach
Rooted in logic and math
Transparent
Flexible
15
Model Drivers
1. Metric Alignment
2. Time-Horizon Discount
3. Intangible Discount
16
Optimizely’s ROI Model:
Metric Alignment
 Connect to Organizational Strategy
 Focus on Business Outcomes
(purchases, ads, subscriptions, leads etc.)
 Attribute financial value
17
Optimizely’s ROI Model:
Time-Horizon Discount
 The Novelty Effect
 Diminishing Returns
 Forecast Adjustment
18
Optimizely’s ROI Model:
Intangible Discount
Landing
Page
Product
Page
Shopping
Cart
Checkout
experiment A
experiment B
Join our ROI
Program
Come visit us
at the Booth!
To sign-up to receive your
custom model and 1:1
getting started session!
Q&A
Thank you!
 Head to the Expo Hall for a quick break and say
hello to our sponsors
 Up next…hear from our panel at Accenture how
inclusion and diversity fosters growth

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Quantify the ROI of Your Experimentation Program

  • 1. Congratulations to our Outperform Award Winners! Most Dramatic Business Impact Most Customer- Obsessed Company Culture Most Transformative Innovation Most Inspiring Social Impact
  • 2. • Welcome to Opticon! • Sessions today will be recorded and will be available after Opticon • Join the conversation on Twitter at #Opticon19 • We want to hear from you! Give feedback and rate sessions on the mobile app
  • 3. Chris Darner VP Product, The Venetian Casino Resort Las Vegas Jeff Blettner CRO Strategist, Tinuiti Kate Nichol Director, Optimizely Success Programs Quantifying the ROI of Your Experimentation Program
  • 4. 4 Value Journey Model Building a Team to Accelerate Success
  • 5. 5 Optimizely Delivers ROI + Value  Learn before you launch  Reduce risk  Drive innovation  Competitive advantage  Financial Model  Revenue  Core Metrics ROI Value
  • 6. 6 Definitions Attribution - The action of regarding something as being caused by a person or thing. Attribution Model - The rule, or set of rules, that determines how credit for conversions assigned to touchpoints in a conversion paths. Value - the regard that something is held to deserve; the importance, worth, or usefulness of something. ROI - Return on Investment. Return - A profit from an investment. ROI Model - This is a mathematical model, designed to represent the performance of a business, or a project where the output is shown as a return on investment.
  • 7. Why is ROI Modeling Important?
  • 8. 8 RESOURCE JUSTIFICATION The Value of ROI Modeling EVIDENCE OF VALUE SUCCESS TRAJECTORY PRIORITIZATION QUANTIFIABLE REVENUE
  • 10.  Build a team  Align with corporate strategy  Bring perspective to the business  Create visibility  Reinforce the program value  Collaborate and refine ROI Journey The Venetian’s experience developing a model
  • 11.  Aligning ‘Global Product KPIs’  Bootstrapping  Backfilling  Housekeeping  Evaluating and adjusting the model  Reducing overhead Overcoming Challenges The Venetian’s experience developing a model
  • 12. 12 Common Pitfalls in ROI Modeling VALUATION WEIGHTING PROJECTION EFFICIENCY VISUALIZATION OVERLAP
  • 14. 14 Optimizely’s ROI Model Supported by your data! Foundational Approach Rooted in logic and math Transparent Flexible
  • 15. 15 Model Drivers 1. Metric Alignment 2. Time-Horizon Discount 3. Intangible Discount
  • 16. 16 Optimizely’s ROI Model: Metric Alignment  Connect to Organizational Strategy  Focus on Business Outcomes (purchases, ads, subscriptions, leads etc.)  Attribute financial value
  • 17. 17 Optimizely’s ROI Model: Time-Horizon Discount  The Novelty Effect  Diminishing Returns  Forecast Adjustment
  • 18. 18 Optimizely’s ROI Model: Intangible Discount Landing Page Product Page Shopping Cart Checkout experiment A experiment B
  • 20. Come visit us at the Booth! To sign-up to receive your custom model and 1:1 getting started session!
  • 21. Q&A
  • 23.  Head to the Expo Hall for a quick break and say hello to our sponsors  Up next…hear from our panel at Accenture how inclusion and diversity fosters growth