In business you have to look at digital usage measurements as chess pieces—what pieces are on the chessboard, how they move, and what movements they cause downstream, can impact future decisions.
That downstream view usually includes A/B and multivariate testing. Optimization is typically deployed to improve website elements that impact user experience. Changes in the optimization test platforms for Adobe and Google Analytics reflect the effect of machine learning on increasing the accuracy of test results and helping wmake better decisions.
