At Evolytics, our mission is to use data in ways that make a positive difference in the world. This year, in the face of the COVID-19 pandemic, there has been ample opportunity for our Evolytics team to make a positive difference as our clients are faced with unprecedented business challenges.
We are excited to announce that our COVID-19 A/B Testing Team for Quickbooks Enterprise has been recognized by the Digital Analytics Association (DAA). The team — which includes Kenya Davis, Jean-Luc Etienne, Josh Lehne, Daniel Ramirez, Laura Sutter, and Krissy Tripp — is one of three finalists for the DAA’s 2020 Top Analytics Team award.
The COVID Testing work being recognized is not only an exciting success story for our longtime client partner, Quickbooks Enterprise; it’s also a great case study in leveraging data to pivot strategically and adapt to changing consumer mindsets.
As a business-to-business financial management software designed for small and medium businesses, the stay-at-home orders put in place for the majority of Americans in March directly impacted the Quickbooks Enterprise customer base as small businesses temporarily closed their doors. With so much business uncertainty, an investment in new business software required much more consideration than it would have otherwise. Understanding the new mindset of small business owners became paramount for Quickbooks Enterprise.
Working closely with the Quickbooks Enterprise marketing team, Evolytics developed a COVID-19 analysis and optimization plan. Recognizing a need to move quickly, and that consumer mindsets were unlikely to solidify for some time, the team adjusted its A/B Testing strategy, allowing for quicker pivots, more personalization, and frequent iterations. Inputs to the new roadmap included:
- A timeline of world events and consumer response
- Third-party data on site visitation and performance by industry
- A map of closings and reopenings by state to support personalization in messaging
Having a plan — and, specifically, a plan designed for agility — allowed Quickbooks Enterprise to continue optimizing business KPIs in step with the rapidly changing business climate. The team executed eight experiments between January and June, establishing a baseline of new customer insights that continues to feed optimization planning as the COVID climate persists.
We’re grateful for our partnership with Quickbooks Enterprise, and for the opportunity to use data to help make a difference for them and for their customers. And, thank you to the DAA membership for recognizing the COVID-19 A/B Testing Team’s work! We look forward to competing for live votes for the Top Analytics Team honor during the DAA OneConference and Quantie Awards ceremony, Oct. 21-22, 2020!