Casey’s Testing Center of Excellence Case Study

This case study outlines the establishment of a Testing Center of Excellence (COE) at Casey’s, a convenience store chain founded in 1968 with over 2,600 locations. The COE was created to enhance testing processes and analytics across the organization, aiming for innovation and efficiency. It serves as a centralized hub for expertise, tools, and methodologies focused on improving decision-making and optimizing resource utilization. The approach involved building a knowledgeable team, integrating the MarketDial platform for self-serve analytics, and fostering cross-functional collaboration. Strategies included emphasizing the value of testing through historical analysis and actively involving stakeholders in test ideation. The COE's impact has been significant, leading to streamlined testing processes and a culture of innovation, ultimately improving key performance indicators and establishing trust in test results. Within a year, the number of tests conducted across the business tripled, showcasing the effectiveness of the COE in driving systemic change.