From the course: Marketing Foundations: Personalization
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Building an expert optimization team
From the course: Marketing Foundations: Personalization
Building an expert optimization team
- One of the reasons personalization programs fail is a lack of resources, a lack of an expert team who can manage it. When I started WiderFunnel in 2007, I did pretty much everything myself. I had to. There was no one else who knew, like I did, what I was trying to build. And no other company I had seen had a process that I could emulate, so I had to invent it. Now since then, luckily I've hired and trained a lot of smart people, and together we've created amazing systems, frameworks, and processes that you can now benefit from. But you still need a team to do the work, and your results are directly related to the skill of the team you bring in. So how do you build an expert optimization and personalization team? Well, great optimizers come in many flavors and need to be judged on their results. They need training and experience in personalization, A/B testing, behavioral design, cognitive biases, persuasive copyrighting, web technology, statistics, design of experiments, project…
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