Nov 20 2024 43 mins
Tracey Reed, Senior Conversion Optimisation Specialist, Air New Zealand discusses how the airline uses experimentation to create elite customer experiences. Tracey shares how to solve the right customer problems, influencing for impact at multiple levels of your organisation and why experimentation needs to be less confronting for the uninitiated.
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Tracey Reed is a Senior CRO Specialist at Air New Zealand, with over twelve years of experience in the digital landscape. Her expertise spans customer-centric sectors, including travel, financial services, and media. By employing data-driven strategies, Tracey enhances customer experiences and drives commercial growth through effective conversion rate optimisation (CRO).
At Air New Zealand, she has been instrumental in developing and advancing the company’s CRO initiatives, leading to significant improvements in program maturity. A true advocate for the customer, Tracey utilises a variety of data sources to gain deep insights into challenges, collaborating with cross-functional teams to optimise digital experiences.
Her diverse skill set includes performance analytics, digital strategy, behavioural science, and online marketing. With a strong command of various digital media products and technologies, Tracey excels in dynamic, fast-paced environments.
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Want more? Head to the First Principles website for the episode transcript, resources and reading lists - https://www.firstprinciples.ventures/ep023-tracey-reed-creating-the-airline-of-the-future
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