In all the excitement around Big Data and Analytics, even savvy users of business intelligence can get a bit confused about how and when to use A/B Testing, Predictive Analytics, and Personalization to optimize. But optimizing isn’t about choosing which tool to use: Optimizing is about making decisions. The digital environment gives us an opportunity to make these marketing decisions at scale. In this session we’ll discuss how to bring these tools together to make better decisions, we’ll also touch on how machine learning can help us automate the process to free up analytics teams to focus on the higher value problems.