---
title: AntiConLX Global 2022 - How to move from tactical testing to strategic experimentation and personalization
description: Consumer habits and preferences are constantly changing and for business leaders to thrive they must deliver a connected customer experience. With digital engagement increasing, data has to be collected and sorted in order to find insights and improve decision-making.
---

[Stories | The latest in MarTech, SalesTech & NextTech ](https://www.lxahub.com/stories)

# [AntiConLX Global 2022 - How to move from tactical testing to strategic experimentation and personalization](https://www.lxahub.com/stories/how-to-move-from-tactical-testing-to-strategic-experimentation-and-personalization)

 Written by [Sarah O'Neill](https://www.lxahub.com/stories/author/sarah-oneill) | 21 October, 2022

Real-world results show that experimentation delivers a measurable business advantage. But what makes for a great experimentation program? And where does personalization fit in? Join Emma as she explains the impact of experimentation on creating business value backed by scientific research and insights from 100,000 experiments, before taking a look at the intersection between experimentation and personalization.

Speaker: 

Emma Shillam, Lead Consultant, Strategy and Value, Optimizley

 

 

[View full post](https://www.lxahub.com/stories/how-to-move-from-tactical-testing-to-strategic-experimentation-and-personalization)

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