Reflections Learning Launch (Module 4)

Challenge

I lead a team of performance marketers in our organization, and our organization is present in 10  countries across Southeast Asia. Our scope involves media plan, improving workflow, being on top of ad  tech and platforms, executing and optimizing campaigns to deliver client’s goal. The challenge is how to  execute more experiments properly in order gain more learnings and scale that would benefit both  client and us. The idea is for us to create an experiment framework to push out regionally.

Selection

Our team has gone through identifying the opportunities and need, to brainstorming a concept so we  are on to the next stage of learning launch. This will help us test different ideas, gain learnings and  insights and shape the experiment framework.

Application

We categorized experiments into four, and focused on the most cost effective, least constraints and  valuable category as it’s the heart of the company, which is data category.We nominated accounts, and  shortlisted to three accounts, based on assumptions, budget, timeline and value to client. We had  scheduled meetings between different departments, from data analyst, account management, and  performance marketers get everyone’s input and practice the discipline of incorporating experiment  process in all departments as it’s something beyond performance department.

For the first account of our learning launch, we had debates and discussions on the structure, which  hypothesis should be prioritized, how we’ll execute and determine the success metrics which took four  meetings to finish and got the result in a week. The result of the experiment was inconclusive, it was  neither a success nor a failure. It did give us some insight, therefore we proceeded with retesting it with  a few changes on the variables compared to previous. We noticed we got more synergy, and the team  as able to work faster, but still had meaningful discussions. Hence, we also tried the framework on the  other two accounts we shortlisted.

Insight

The learning launch tool gave our team a more structured approach. The first discussions we felt lost, as  each had different opinions and expertise, but we were able to design “launches” or our initial  experiment framework. The results of our launches were a mix of success and failures, as it was more  about the learning and then proceeding with the next step, whether it was to continue, eliminate or  adjust. We are still in the initial stages to determine the right framework, but it has given more clarity on  the direction of our data experiments and improved the collaboration between departments.

Approach

The learning launch tool is proven to move the needle in pointing us to the right direction of our data  framework. We will continue using this tool at this stage as it has given us immediate insights and  progress. We tested this for our data experiments approach, and will be using this as well for other  categories to gain more learnings, which will help the campaign performance, scale and, hence help our  clients.

