Your optimization and testing strategy can potentially determine the success or failure of your product. A/B testing is the most common approach used to validate optimization hypothesis. This approach while powerful has many limitations and does not always result in the highest ROI. Personalization is an alternative approach which can maximize value for specific audiences but can be costly to implement at scale. Some questions that will be answered include: What are the strengths and limitations of A/B testing? When to use A/B testing vs. personalization? What is predictive personalization and where it can offer value?