SlideShare a Scribd company logo
The Future of Optimization 
Hiten Shah 
hnshah@gmail.com
DOING 
BUSINESS 
ON 
THE 
WEB 
FOR 
11 
YEARS 
FINDING 
AND 
SOLVING 
MARKETING 
PROBLEMS
What 
Marke>ng 
Felt 
Like
Marke>ng 
is…
Marke>ng 
as 
Art 
Art helps marketers create 
more effective initiatives.
Marke>ng 
is…
Marke>ng 
as 
Science 
science helps marketers 
focus their time.
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
The 
Go✓ al 
Personalization 
Analytics 
Optimization 
✓
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?

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