As a numerical optimization manager at Intel, Kevin Bartholomew heads global optimization of the business program. In the short year, it was in this position, he has seen tremendous progress, due in large part to establish processes and standardized workflows for testing.
I was lucky to get a glimpse of this program when I recently spoke with Kevin. Read on for some highlights of our conversation:
Q: Where did you develop your test chops
Kevin Prior to joining Intel, I did some A / B testing and optimization work at Nike. I learned the importance of testing and targeting and evangelize the concept to the business.
Q: What was the optimization and customization as when you started to work in this field
Q: Did optimization and customization changed? If yes, how?
Kevin Certainly it is just now getting to the point where the technology is merging with the mainstream so that Joe daily can the ‘use. Just like the iPhone made easy mobile for your grandmother, which is what is happening in this space.
Q: How Adobe target helped to make this change to the general public
Kevin In just the 12 months, Adobe Target has made great progress. Now, even a non-back-office-nerd can test and target because of the latest Adobe Target Premium user interface and merging with Adobe Marketing Cloud. Within 5 minutes I can show a non-technical person how to do A / B testing, personalization and targeting. Adobe has made technological stuff pretty hard lot easier.
Q: Have you changed completely with Adobe Target Premium? If yes, why?
Kevin When I arrived, we had Adobe Target Classic. The team used to run a minor exploratory test of the overall menu. I wanted more people involved in testing and I wanted to test many more. When I saw and tried the Adobe Target Premium user interface, the transition was an easy decision.
Q 😕 A therefore made the switch led to more testing and others testing
Kevin We switched to Adobe prime target early last, and we went running trials zero to 700 in 2015. We have already run more than 1,000 trials in the first half of this year. Each country is far from starting the tests. People are generally active. Admittedly, getting people to use the tool was easy.
Most of my team members were familiar with the point-and-click nature of our content management system, Adobe Experience Manager. It’s the same in the target. It is a fairly systematic workflow. As I said earlier, I spent 5 minutes walking them through the interface, and they were autonomous in one day.
Q: You seem to have a lot of participation in trials. How do you work with your global trading partners?
Kevin My group sets up the framework of tests, manages the process, and serves as a hub for the implementation of the tests. The global business groups submit test ideas to us using a form and provide the necessary test resources. We have a centralized repository for testing and assets. Our program has become a well-oiled machine, but it helps that the six members of my team are incredibly intelligent and know the toolbox. They serve as a hybrid between the business analyst and developer for the geography, they speak the local language, and they have the chops to do the job.
Q: Are you enjoying one of the automation to be personalized with Adobe target as recommendations or automated personalization
Kevin Yes, the recommendations now in the new interface is much more intuitive and easy to understand. In fact, we have just launched our first pilot project recommendations to see how it works and scales. One might think that the recommendations is a square peg in a round hole for a company like Intel Nonretail, but we thought it could help solve a significant challenge: We have a lot of valuable content such as white papers, downloads drivers, and issues of customer support that our customers can not find easily when they need them. With the recommendations, we now can the surface relevant content. For example, when a visitor is on the page of the Intel processor family, we can show them relevant white papers and other content.
Q: Does Intel begins to consider other initiatives or ideas using Adobe Target
Kevin: We come and we plan to implement the research and promotion, but business groups now want omnichannel campaigns that include email, social, web, .com, and partner sites. We believe all customers sewing course and identify what stage a visitor or customer is in the basis of an email campaign they may have received or visited a partner site. These things are almost impossible without Adobe Analytics ID in place. If you really want to track what visitors do wherever they connect, you must use the full Adobe Marketing Cloud. Adobe Analytics is the bridge to these other solutions; it is central piece that sews together.
Q: Can you share recent success using Adobe prime target for testing or targeting
Kevin I have many, but I’ll share just a couple. One is an A / B test pretty simple: We changed the copy on a call link the action to the Intel Shop of the Intel.com home page in the hope of increasing the number visitors to the shop. Any change in the copy of the “Shop Intel” to “Browse Products” has increased 80 percent in visitors. We have over 1 million visitors per month to the Intel.com home page, so that small change gives us a huge victory.
We have recently introduced another interesting targeting activity: We wanted to convince intel.com visitors on older computers to upgrade the newer systems. Based on the device operating system of every visitor, we are targeting with specific images, messaging, and a call to action that says “this is what you get with the upgrade today.” We then provide links to discount opportunities for a new system for our retail partners.
Since we have done this targeting, our conversion rate of 2 or 3 for the previous hundred visitors clicking our partner sites jumped to 15 percent. We have deployed focused experience this world in the United States, Brazil, Argentina, Mexico, South Korea, and elsewhere. Successes like this one lead us to see how we can work with our partners to use Adobe target for our mutual benefit
. Q: How did you document, share, and evangelize your tests and successfully targeting
Kevin We maintain a document with the test description, screenshots of what was tested and results. I also sent a blast email to stakeholders at all levels explains, “This is what was tested, what we have learned, what we have won, and where we go after.” It works !
Intel and Adobe prime target Moving forward
Thank you for sharing how Intel used Adobe target bonus for the optimization and customization. This are excellent examples of how to use the features and capabilities of the solution to meet business objectives. It seems that you also have a large process optimization program that really encourage increased use of tests and targeting. We look forward to hearing about future testing and targeting success at Intel.