Search Discovery Adds Dynamic Duo to Optimization Team

by | Feb 7, 2018

We are excited to announce that Testing and Optimization industry experts Kelly Wortham and Melanie Hall have joined Search Discovery.


Kel­ly and Melanie share a pas­sion for using ana­lyt­ics-dri­ven opti­miza­tion to dri­ve deci­sion-mak­ing. “Any­one can ‘do’ A/B test­ing. It takes some­thing more to tru­ly opti­mize.” Says Kel­ly. “One of the rea­sons I am excit­ed to have joined Search Dis­cov­ery is because the com­pa­ny tru­ly under­stands the impor­tance of data-dri­ven opti­miza­tion. We focus on help­ing brands opti­mize the rela­tion­ships they have with their cus­tomers, using the best tools available—from ana­lyt­ics to test­ing, to voice of the cus­tomer.”

Melanie agrees, “A true opti­miza­tion pro­gram does not actu­al­ly test every­thing; it opti­mizes every­thing using strate­gic pri­or­i­ti­za­tion to decide when to test, when to fix, and when to dig a lit­tle deep­er and get more data.

The chuck­ling fates that brought Kel­ly and Melanie togeth­er years ago at Dell have woven them back into the same tapes­try, yet again. And the des­tiny is sweet! Because while the duo col­lab­o­rat­ed close­ly to dri­ve con­tin­u­ous improve­ments for both cus­tomers and for Dell’s pro­gram and process­es, the two became great friends. They teamed up, laughed a lot, and excel­lence fol­lowed in their wake.

From Dell, Kel­ly and Melanie took sep­a­rate paths. Kel­ly joined Gary Angel’s Sem­phon­ic team at EY and learned more about what it takes to serve on the agency side of opti­miza­tion, while Melanie dove deep into finan­cial ser­vices opti­miza­tion at Amer­i­can Express, build­ing their pro­gram from the ground up.

About Kelly and Melanie

Kel­ly has been a well-known pres­ence in the dig­i­tal ana­lyt­ics and opti­miza­tion indus­try since 2007. She is a fre­quent speak­er at indus­try events and has taught work­shops at dig­i­tal ana­lyt­ics con­fer­ences for the past 5 years. She is the founder and own­er of the high­ly-acclaimed Test & Learn Com­mu­ni­ty, where opti­miza­tion prac­ti­tion­ers from across all indus­tries and from 5 dif­fer­ent coun­tries meet twice month­ly via tele­con­fer­ence to dis­cuss var­i­ous top­ics relat­ed to the test­ing space. Pri­or to join­ing Search Dis­cov­ery, Kel­ly leads the Opti­miza­tion Cen­ter of Excel­lence at EY and man­aged the glob­al award-win­ning opti­miza­tion pro­gram at Dell.

Melanie is a dig­i­tal strat­e­gy leader with deep func­tion­al exper­tise in end-to-end opti­miza­tion pro­gram design, eval­u­a­tion, and strat­e­gy. She has suc­cess­ful­ly uti­lized her tal­ent for design think­ing to lead mul­ti­ple site redesigns and agile trans­for­ma­tions. Melanie has been a fea­tured keynote speak­er in the US and UK, has won mul­ti­ple awards for test design and out­comes, and is a rec­og­nized thought leader in opti­miza­tion strat­e­gy. Before join­ing Search Dis­cov­ery, Melanie built, opti­mized, and led online strate­gic exper­i­men­ta­tion pro­grams for Amer­i­can Express and Dell. From strat­e­gy and ideation through deep-dive analy­sis, she has direct­ed all activ­i­ties relat­ed to opti­miza­tion and strate­gic online test­ing for these For­tune 100 com­pa­nies. She spe­cial­izes in work­ing through ambi­gu­i­ty and lay­ers of com­plex­i­ty to find solu­tions that dri­ve orga­ni­za­tion­al goals and KPIs.


Want help with your opti­miza­tion pro­gram?

We can help you design a new pro­gram, opti­mize an exist­ing pro­gram, or improve exist­ing process­es — from idea intake to insights shar­ing — while pro­vid­ing the end-to-end ana­lyt­ics and devel­op­ment sup­port you need from a full-ser­vice opti­miza­tion agency. Our pas­sion is enabling our clients with the tools and exper­tise to build and grow a valu­able, sus­tain­able opti­miza­tion pro­gram. Hit us up!