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!