Measuring and circulating optimization learnings<\/li>\n<\/ul>\n\n\n\nMarketing optimization for a leading software company<\/h2>\n\n\n\n
As the marketing optimization team lead, Kalah digs into all the nooks and crannies of the company\u2019s marketing efforts to make it more effective and efficient.<\/p>\n\n\n\n
The marketing optimization team at Autodesk sits on the operations team at the intersection between marketing operations and technology. Partnering with marketing teams to improve campaign effectiveness, Kalah and the marketing optimization team bridge the gap between data, marketing know-how, and testing expertise.<\/p>\n\n\n\n
When shakeups a few years ago halted all A\/B testing on the Autodesk website, Kalah was eager to partner with the website team to re-enable experimentation. A self-proclaimed marketing, analytics & optimization enthusiast, Kalah brings a consistent data-backed ethos to her work. And her background tee\u2019d her up for success. Kalah jump-started her professional life in advertising and ecommerce. The experience working in stakeholder-facing roles gave her a unique ability to turn data into stories and prove the value of iterating your way to success.<\/p>\n\n\n\n
Standing up an A\/B testing program<\/h2>\n\n\n\n
The challenge was clear. Without an experimentation program in place, the team was left without the data needed to fuel good decision-making.<\/p>\n\n\n\n
\u201cThe data will tell you what is the right choice and it takes decision-making out of the process,\u201d she said when asked how data plays a role in her decision-making. It can even go so far as to be said that they don\u2019t just affect the process, they are the process. \u201cExperimentation and data can be<\/em> the decision-making process.\u201d<\/p>\n\n\n\nSo, it was crucial to get the A\/B testing program back on its feet in order to bring that clarity to the work she was doing day-to-day.<\/p>\n\n\n\n