SME Strategy

MARCH 6, 2023

For instance, in Marketing, data is being used to calculate ROI on marketing campaigns, or come up with new pricing strategies based on A/B testing of campaigns which helps marketing and managers bring in more revenue, and stay ahead of the competition.

Strategic Planning 96

Strategic Planning Manager Implementation Software 96

Andrew Chen

AUGUST 23, 2021

The past generation of social apps won the market through a playbook: building big networks with feeds for discovery. People solve this with ideas like wait list hacks, A/B tested invite flows, contact importers, “people you may know” algos. Before and after — social network edition. monetizing with ads.

A/B Testing 96

A/B Testing eCommerce Media Travel 96

AIHR

OCTOBER 12, 2021

In the current job market, complicated by the COVID-19 pandemic, recruiters and sourcers face the challenge of finding qualified candidates for many unfilled roles. For example, if it takes 100 days to fill a marketing manager position, then it should take the same time the next time the role is being sourced for. Why does it matter?

Metrics 98

Metrics Recruitment A/B Testing Benchmarking 98

Vantage Circle

MARCH 13, 2019

This means you can modify your content in real time and don’t have to create new content from square one if your digital marketing campaign is not driving results. Here’s the golden quote by digital marketing guru Neil Patel, “Don’t optimize for conversations, optimize for revenue.”. One way of achieving this is through A/B testing.

Advertising 40

Advertising A/B Testing Media Implementation 40

Andrew Chen

JANUARY 23, 2017

As practitioners in growth, marketing, entrepreneurship, and tech, we’re looking for the edge that’ll give our products a chance to succeed in an extremely competitive and dynamic environment. Technology, products, growth, and marketing don’t exist in a vacuum. Both sides of the market are typically pretty hard.

Media 100

Media A/B Testing Marketing Advertising 100

Andrew Chen

JUNE 25, 2019

I’ve had folks over to 1455 Market St, the headquarters of Uber, and I’ve reciprocated with visits to the Airbnb offices too. Importantly, both companies are tremendous growth stories, and have needed to grow both demand but especially supply in all of their markets globally. It’s fantastic, and I hope you enjoy it. Thanks, Andrew.

Retention 111

Retention User Experience Travel Marketing 111

AIHR

JULY 31, 2023

It requires a lot of planning, strategy, evaluation, analysis, and marketing. With the ever-increasing competitiveness of the job market, attracting the right talent is one of the most important talent acquisition strategies to focus on. A/B testing everything will be incredibly valuable.

Recruitment 98

Recruitment Onboarding Diversity Human Resources 98

Harvard Business Review

FEBRUARY 5, 2014

The secret to getting value from data is testing, and if you’re looking to grow your online business, implementing well-executed, consistent A/B testing is a necessity. This means that we know more about our customers, statistically, than anyone else in our market. A/B Testing in Action.

A/B Testing 13

A/B Testing Benefits Metrics User Experience 13

Andrew Chen

JUNE 21, 2017

This pic is from two years ago, taken at Uber’s HQ on 11th and Market. He’ll ask about the sample sizes on your A/B tests. After weeks of discussion with the product team, we’d hit the final stretch, and TK and I holed up for a few hours in a conference room to finalize my role at Uber.

Transportation 110

Transportation A/B Testing Scaling Energy 110

Harvard Business Review

JUNE 23, 2021

It can be a valuable tool to prevent customer churn — if used correctly.

A/B Testing 19

A/B Testing Marketing 19

Andrew Chen

NOVEMBER 1, 2021

Aside from the historically tight labor market for these skills, it’s also tricky to have a simple answer to the question. For example, Zoom’s videoconferencing network can work with just two people, whereas Airbnb’s requires hundreds of active rental listings in a market to become stable. Escape Velocity.

Scaling 82

Scaling Marketing Recruitment B2B 82

Andrew Chen

DECEMBER 10, 2018

Content marketing. The origin of the Michelin Guide and why content marketing still works. If the below deck is the macro view of how I’m looking at markets, industries, and technologies, then the metrics deck gives my POV on how to diligence each company. You can use radio ads to market the TV. Viral growth.

Media 100

Media Advertising Scaling Marketing 100

AIHR

MARCH 29, 2022

The HR analytics market is set to grow by 90% to $3.6 They found that training shop personnel positively impacted the shop’s financial performance, which they measured through A/B testing. HR analytics helps HR professionals make data-based decisions that play a pivotal role in an organization’s success.

Benefits 112

Benefits Recruitment Retention Compensation 112

AIHR

NOVEMBER 5, 2018

This was measured through A/B testing. We’ve grown market share too.”. The company was a large Dutch FMCG retailer that used people analytics to analyze the effects of training. The analysts found that training shop personnel had a positive impact on the shop’s financial performance. Sick days at E.ON. tackle employee absence.

Staffing 102

Staffing Benchmarking Transportation A/B Testing 102

Harvard Business Review

JUNE 28, 2017

One of the most common methods, particularly in online settings, is A/B testing. What Is A/B Testing? A/B testing, at its most basic, is a way to compare two versions of something to figure out which performs better. A/B testing, in its current form, came into existence in the 1990s.

A/B Testing 8

A/B Testing Metrics Software Sales 8

15Five

JANUARY 25, 2024

The objective is what the business or employee wants to achieve, and the key results are measurable metrics that show how well the business or individual is accomplishing the objectives.

Implementation 52

Implementation Scaling Metrics A/B Testing 52

Vantage Circle

JANUARY 31, 2023

In other words, core values aren’t some aspirational mantras painted across the office walls or a marketing trick to hammer home a great company image. Excellence: They only participate in markets where they can make the highest contribution. They hire only the best candidates in the market.

Diversity 104

Diversity Inclusion Accounts Operations 104

Get Lighthouse

DECEMBER 15, 2022

So they let the data do the talking and ran an A/B test. They regularly encourage employees to interview for jobs at other companies; it helps everyone know their market value and make sure they're happy with the job they have. In the case of Netflix, that included admitting when you're wrong, even publicly.

Manager 98

Manager A/B Testing Engineering Recruitment 98

Harvard Business Review

NOVEMBER 3, 2014

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” These programs are essentially an online form of direct marketing. Today smart marketers do know which half isn’t working.

Marketing 12

Marketing A/B Testing B2B Advertising 12

Andrew Chen

JUNE 25, 2019

I’ve had folks over to 1455 Market St, the headquarters of Uber, and I’ve reciprocated with visits to the Airbnb offices too. Importantly, both companies are tremendous growth stories, and have needed to grow both demand but especially supply in all of their markets globally. It’s fantastic, and I hope you enjoy it. Thanks, Andrew.

Retention 48

Retention User Experience Travel Marketing 48

Harvard Business Review

JULY 17, 2013

There''s a chasm widening between old school and new school marketers. This often results in CMOs retreating to their comfort zones and wasting money on what I call "studio-based" marketing channels, which still take their cue from the traditional awareness-consideration-action sales model that was debunked almost five years ago by McKinsey.

Marketing 13

Marketing A/B Testing Assets Advertising 13

Walk Me

AUGUST 24, 2022

The definition of organizational development comes in three sections : Uses a critical/ science-based process – Scientific and intensive market research is the basis for organizational development processes. Human Resources (HR) Marketing Sales Customer Care Public Relations (PR) Investor Relations Regulatory Affairs.

Organizational Development 52

Organizational Development Organizational Change Human Resources Change Management 52

Harvard Business Review

DECEMBER 9, 2015

By creating content that was optimized for virality through rigorous A/B testing, they perfected a formula for native content that built an audience of Millennials while attracting advertisers and brands. Done well, we believe that tribe marketing empowers a brand to behave like an effortless host at a cocktail party.

Marketing 13

Marketing A/B Testing Advertising Scaling 13

Harvard Business Review

SEPTEMBER 17, 2014

Many marketing organizations are still operating like it’s the 1990s — or even earlier. Duplicative marketing teams exist within the same company across multiple product lines. Digital marketing teams are centralized yet isolated from the broader organization.

Marketing 11

Marketing Advertising A/B Testing Engineering 11

Harvard Business Review

JANUARY 23, 2013

(By painful contrast, the Romney campaign's experience with its Orca operational system offers a painful case study of what can happen when experimentation and stress-tests are managerially marginalized.). All these near-real-time "market" data helped determine resource allocation.

Marketing 11

Marketing A/B Testing Operations Benchmarking 11

Andrew Chen

DECEMBER 10, 2018

Content marketing. The origin of the Michelin Guide and why content marketing still works. If the below deck is the macro view of how I’m looking at markets, industries, and technologies, then the metrics deck gives my POV on how to diligence each company. You can use radio ads to market the TV. Viral growth.

Media 40

Media Advertising Scaling Marketing 40

Harvard Business Review

DECEMBER 30, 2016

Traditional operations research process optimization, for example, seldom embraces A/B testing or incorporates customer recommendation engines. ” When fulfillment processes become platforms, opportunities to segment customers, A/B test bundled offers and make targeted recommendations explode.

A/B Testing 15

A/B Testing User Experience Software Compensation 15

Walk Me

JULY 18, 2022

CRM as we know it today began in the 1980s with pioneering database marketers Robert and Kate Kestenbaum. The marketing team usually specializes in this area, using a three-pronged attack to ensure as many customers are aware of a product or service as possible. The Foundations Of The Tool. The first step is to create brand awareness.

Change Management 59

Change Management Manager Benchmarking Strategic Planning 59

Harvard Business Review

AUGUST 21, 2012

billion consumers around the globe have an account on a social networking site and almost one in five online hours is spent on social networks), marketing departments have increasingly shifted their attention to social media. With consumers spending gobs of time in online communities ( more than 1.5 trillion annually.

Media 18

Media Workflows A/B Testing B2B 18

Harvard Business Review

JANUARY 30, 2015

Reverse causation investigations have the opposite structure from A/B tests , in which we vary known causes, and observe how the variations affect an outcome. Note: Good A/B test construction can help you see most likely causes; bad A/B test construction creates its own set of problems.).

A/B Testing 13

A/B Testing Metrics Marketing Sales 13

Harvard Business Review

NOVEMBER 3, 2014

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” These programs are essentially an online form of direct marketing. Today smart marketers do know which half isn’t working.

Marketing 8

Marketing A/B Testing B2B Advertising 8

Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Avery explains that it is also referred to by its acronym, MROI, or as return on marketing investment (ROMI).

ROI 8

ROI Marketing Cash Flow Sales 8

Harvard Business Review

FEBRUARY 19, 2016

By viewing product development and marketing as integrated functions, not silos, leading tech companies like Facebook and Pinterest are rethinking their approach to driving growth and achieving breakthrough results. Confidence that the test will yield a successful result. So what makes a good Growth Manager?

Manager 15

Manager A/B Testing Engineering SaaS 15

Harvard Business Review

OCTOBER 16, 2012

Part of his winning formula was in functional centralization, appointing the company's first Chief Marketing Officer — in function if not in name. A/B testing is very much part of the culture of Silicon Valley web start-ups, but hasn't yet made its way to corporate America. Gerstner, Jr.

A/B Testing 16

A/B Testing Sales Sales Banking 16

Harvard Business Review

OCTOBER 22, 2015

The data provides marketers the opportunity to observe people in their native environments — their own social groups and with brands — while also tracking shifts in taste and behavior over time. For ambitious marketers, this means tailoring campaigns around each high priority interest. The New Tools of Marketing.

A/B Testing 11

A/B Testing Media Marketing Advertising 11

Harvard Business Review

NOVEMBER 23, 2018

On average, roughly four times as many winners – defined in this case as those companies that grew absolute revenue at a significant rate and gained market share within their industry over the previous two years – as losers have digital tools embedded into their core commercial capabilities. Zero-base sales capacity.

Sales 14

Sales Sales B2B Accounts 14

Harvard Business Review

DECEMBER 27, 2010

Problem was, a marketing Senior Vice President thought these would distract customers from completing their purchase and didn't think Linden had proof it would work. Test Groups and A/B Testing. A business drama ensued; classic "gut versus data" stuff. Think of the problem of redesigning a web page.

A/B Testing 15

A/B Testing Education Revenue Diversity 15