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Adobe Summit 2017

S4192 - Build it and they will come: Growing a successful optimization program

Session Speakers
Session Description

Many organizations hear about the big wins of optimization and know they need to get in the game. They buy the optimization solutions, but quickly discover that they don’t know what to do next. US Bank faced this same challenge a few years ago and learned from experience what it takes to field an all-star optimization team, build internal support for the program, and forge strong relationships with different stakeholders and players. It developed processes for devising test ideas, testing those ideas, applying results, and refining learnings through iterative testing. Now the company has a strong, successful optimization program, and optimization permeates the company culture.

In this session, presented by members of the US Bank optimization team, learn how to:

  • Staff an optimization program team and build support for its efforts
  • Develop key partnerships and program processes
  • Expand optimization across the organization and ingrain it in the company culture

Additional Information
Customer Experience, Data-driven Marketing
General Audience
Business Analyst, Digital Marketer, Digital Analyst, Content Manager, Campaign Manager, Marketing Executive
n/a
Session
1 hour