virtual optimizely experience 2014 - hiten shah - the future of optimization

The Future of Optimization

Hiten Shahhnshah@gmail.com

DOING  BUSINESS  ON  THE  WEB  FOR  

11  YEARS

FINDING  AND  SOLVING  MARKETING  PROBLEMS

What  Marke>ng  Felt  Like

Marke>ng  is…

Art helps marketers create

more effective initiatives.

Marke>ng  as  Art

Marke>ng  is…

science helps marketers focus their time.

Marke>ng  as  Science

THE  ART  OF  MARKETING  HASN’T  CHANGED.  THE  SCIENCE  HAS.

A/B  Tes>ng  in  the  Past

A/B  Tes>ng  Now

Every  tool  you  use  creates  even  more  data  to  view,  understand  and  analyze.

Software can power science, but only people can create art.

WE’VE ALWAYS TRIED TO IMAGINE THE FUTURE.

Minority  Report

Hello  Mr.  Yakamoto,  and  welcome  back  to  the  Gap.  

Con>nuum

Her

THE  FUTURE  IS  NOW.

Customer  Data  Comes  From  Everywhere

CONTEXT

Personalization

Analytics

Optimization

✓

The  Goal✓

Every  tool  you  use  creates  even  more  data  to  view,  understand  and  analyze.

Personalization

Analytics

KISSMETRICS PATH REPORT HTTP://KISS.LY/KMPATH

Optimization

WE’RE  JUST  TRYING  TO  GIVE  PEOPLE  THE  RIGHT  THING  AT  THE  RIGHT  TIME.  (WITH  THE  LEAST  AMOUNT  OF  OUR  EFFORT)

The  tools  will  make  it  easier  by  always  geVng  beWer

Hiten  Shah  hnshah@gmail.com  

@hnshah  

How  can  I  help  you?