Session - Accelerating Your Journey: How a Culture of Experimentation Can Lift Your Results
In an information packed session, we’ll give you a crash course in using testing to deliver bigger results and priceless insights. It’s a game in two halves: first of all we’ll give you the ‘how to’ and then we will give you the opportunity to guess ‘which test won?’ and then learn what actually won and why.
Marketing experimentation is probably the most fun you can have in our industry because it’s not about boring stats it’s about revelation and working smarter.
In this session, delegates will hear from The Smith Family’s head of marketing, Lisa Allan and The Works agency’s strategy partner, Douglas Nicol.
Lisa leads a high performing team that is responsible for the end-to-end life-cycle and a $75m revenue stream from our individual supporters through mass market activity. Her team is split in to seven speciality areas, each covering a different aspect of the supporter journey, including; Appeals and Acquisitions, Child Sponsorship, Supporter Retention and Development, Gifts in Wills, Digital Marketing, Supporter Care and Product & Pricing Design.
She has held senior income generating positions in both corporate and not–for–profit organisations across the US and Australia, including Flexirent Capital Pty Ltd and World Wide Fund for Nature (WWF) locally.
Lisa holds a Bachelor of Science in Business Administration (Marketing), is a graduate of the McKinsey Executive Leadership Program and a Director of Fundraising Institute of Australia. She brings over twenty years of extensive experience in the management of brands, products, customer activity and staff to The Smith Family.