Discover Experience Optimisation

Event Roundup:
Driving Digital Growth in 2019

28 November 2018,

Acquiring, retaining and growing your customer base in 2019

This has been an extremely exciting year here at House of Kaizen with the launch of our breakfast event series titled 'Discover Experience Optimisation.' After our first two events, in June and September, our final event in the series took place on November 28th, this time looking ahead to the top trends for driving growth in 2019.

We were delighted to be joined by leading brands sharing their top strategies for driving digital growth in 2019. If you unfortunately missed this event then you're in luck, as we're bringing you speaker summaries and key highlights below and a highlights video here.

Don't forget to stay in touch with us by signing up to our mailing list below so you can be the first to hear about upcoming events. We hope to see you in 2019!

Key Speeches from the event

Overcome the fear of experimentation in 2019
Chris Grant
King
Why neuromarketing should top your New Year marketing resolutions
Daniel Gold
House of Kaizen
Personalisation at scale
Mike Fawcett
eSure
The future of AI and Conversion Rate Optimisation
Duminda Thilakawardana
eSure
How to look at Attribution across the entire customer experience
Russell McAthy
Cubed

Overcome the fear of experimentation in 2019

Chris Grant, Global UX Director, King

Chris Grant

Global UX Director, King

Chris' talk focused on rising competitiveness in the industry and the disruption this brings, arguing that a vital way for companies to fight back is to turn to innovation. However, it’s not enough to embrace innovation and experimentation; to succeed, you have to first convince the team of people who'll be leading the experimentation.

"Make innovation achievable for everyone in your organisation by thinking about it as we do at King - a simple process of taking what you have and giving it new capabilities to create value."

Chris's key takeouts

  • Accessible innovation is about experimenting with what you have.
  • Teams are reluctant to change proven ways of working. You must convince them to change the same way we convince a user to use a new product.
  • Methodology is key. Convince the team by focusing on learnings (what's keeping the team from innovating) rather than outcomes (look at my fancy plan for innovating).

Why neuromarketing should top your New Year marketing resolutions

Daniel Gold, Head of Research, House of Kaizen

Daniel Gold

Head of Research, House of Kaizen

Daniel argued marketers should tap into the power of cognitive science and presented practical examples of how to do this. Delving into the organisational requirements and latest technologies that can help turn businesses into truly ‘customer-brain-centric’ organisations that consistently deliver higher engagement and growth.

"Unfreeze your organisation for cognitive science, create a culture where marketing is 'on-brain' rather than 'on-brand'."

Daniel's key takeouts

  • Cognitive insights can be deployed everywhere in the marketing funnel - from audience insight through to acquisition and retention.
  • If your organisation is new to the field, start by applying cognitive science in marketing to optimise ROI.
  • Carry out an audit of your user journeys and assets, applying the lens of cognitive science.

Personalisation at scale

Mike Fawcett, Conversion Rate Lead, eSure

Mike Fawcett

Conversion Rate Lead, eSure

Mike’s talk focused on the role data, personalisation and A/B testing can play, with a view to moving into AI. He illuminated how to start small and apply simple ideas well, first and foremost, and that the road to AI is easier than you think - particularly when you make the most of your Michelin Star tests!

"Conversion Optimisation and experience optimisation is fundamental at eSure as it gives us a way of testing and understanding how we can move forward without taking unnecessary risks. It proves the ROI of all the activities we do."

Mike's key takeouts

  • Good A/B testing leads naturally to personalisation: your A/B testing tool is your personalisation tool.
  • There's no such thing as a failed test / personalisation campaign, there are useful learnings in everything.
  • A good CRO programme gets attention: it's a trojan horse for personalisation and AI.

The future of AI and Conversion Rate Optimisation

Duminda Thilakawardana, CRO Specialist, eSure

Duminda Thilakawardana

CRO Specialist, eSure

An interesting topic from Duminda, regarding the growing use of AI within the digital sphere. Sharing an overview of a white paper written on the concept of a ‘self-optimising website’, Duminda's talk posed the question: how can websites of the future optimise themselves, and what are the maths principals behind these?

"AI-powered CRO technologies facilitating future ready intelligent web marketing are now on the horizon."

Duminda's key takeouts

  • CRO is a hard combinatorial problem.
  • Finding the optimal page/site variation yielding the highest Conversion Rate (CR) is like finding a needle in a haystack!
  • Genetic Algorithms, inspired by Darwin's theory of evolution is one of the best candidates to solve such problems.
  • Genetic Algorithms can be used to make your page/site intelligent so it optimises itself.

How to look at Attribution across the entire customer experience

Russell McAthy, CEO, Cubed

Russell McAthy

CEO, Cubed

The key question posed by Russell's talk was simply: do you know how much your marketing is really worth? Russell dissected the value of marketing activity, arguing that every visit is not created equal, and brands repeatedly fail to understand this. Utilising machine learning and large datasets for huge clients, Russell showcased a new and unique way to see the true value in marketing.

"The move from last click to a full on attribution model is a phychological shift in the way of considering marketing value for businesses, but it is super important for brands to take that first step in understanding the user journey."

Russell's key takeouts

  • A 30 day cookie on post impression is not how we should be looking at display. The value of display is based on how much it influences a users behaviour.
  • Each visit is not equal: bounced visits are not worth the same as a person who does everything but convert.
  • As marketers we shouldn't trust the platforms run by the advertising companies to tell us how successful our advertising is.

Download our overview for this event

Want to hear about our events in 2019?