Experimentation happened differently in every region. One geography had a contract with one vendor, another had a different setup entirely, and there was no shared platform or standard connecting any of it. The organization's own technology compounded the problem: its website and app ran on several separate applications built and maintained by different teams, making any centralized platform difficult to integrate. On top of that, most product teams didn't have a consistent way to design a test, measure it correctly, or trust that the results were valid. The organization wasn't short on ideas worth testing. It was short on a way to run them the same way twice.
Case Study
How centralizing a global testing practice turned into $30 million in new revenue.
This global athletic footwear and apparel company ran experiments piecemeal, region by region, with no shared way to design, measure, or learn from them. We helped centralize testing onto one platform, built the practices to run it well, and found a product insight worth tens of millions in new revenue along the way.
Engagement at-a-glance
Industry:
Retail
Organization size:
70,000+ employees globally
Services:
Enterprise System Implementation
Data AI & Automation
Digital Transformation
Data AI & Automation
Digital Transformation
The Challenge
Industry leaders were running thousands of experiments a year. This organization was running dozens.
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A patchwork of experimentation across regions
Different regions ran experiments with different vendors, or no formal approach at all, with no shared view of what had already been tested or learned anywhere else in the organization.
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A technology stack built by disconnected teams
The organization's digital properties ran on multiple separate applications, each maintained by a different team, which made integrating one shared experimentation platform a significant technical undertaking on its own.
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No shared standard for running a valid test
Product teams across the organization lacked a consistent way to design, configure, and measure experiments, and historical results were scattered enough that teams often couldn't find what had already been tried.
Our Approach
Becoming the internal authority on a platform the whole organization was about to depend on.
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1
Audited existing data and experimentation gaps across digital properties
Ran site audits across web and app properties to understand what analytics data was actually available and where the gaps were, giving the organization a real baseline instead of assumptions.
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2
Became the subject matter expert on the new experimentation platform
Took ownership of onboarding the new platform, evaluating its capabilities and mapping them against what marketing, merchandising, and other cross-functional teams each actually needed from it.
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3
Built standardized practices, dashboards, and a shared knowledge base
Established best practices for designing, measuring, and reporting on experiments, created templatized measurement dashboards, and stood up a Center of Excellence so teams could build on each other's results instead of starting over each time.
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4
Refined the handoff process between product and testing teams
Partnered with go-to-market stakeholders to redesign the handoff between product managers and testing coordinators, reducing the errors that had been slowing experiments down.
Value Delivered
One experimentation practice, in place of a dozen disconnected ones.
Centralized experimentation under one global platform
Replaced a region-by-region patchwork of vendors and approaches with a single platform and a consistent way to run tests everywhere.
Built a Center of Excellence that turned scattered results into shared knowledge
Gave teams across the organization a place to share test results and learnings, replacing a system where prior experiments were often impossible to find.
Uncovered behavioral insights product teams didn't know to look for
Embedded data science support surfaced patterns, like how much traffic arrived via mobile directly to product pages, that reshaped where the organization focused its testing.
Cut the errors slowing down the handoff between teams
Streamlined the process between product managers and testing coordinators, reducing the errors that had been disrupting test results.
Results that reflect the work behind them.
$30M+
in additional annual North America revenue traced to a single experiment insight
~ 50%
of site traffic was arriving via mobile devices directly to product pages, an insight the organization hadn't previously accounted for in its testing strategy
2.5 years
of embedded support behind the organization's shift to a centralized, global experimentation practice
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