From Insight to Impact: Building a Next-Generation Experimentation Program
Most organizations treat personalization as a campaign tactic. The ones seeing real results treat it as a system — where data, audiences, and measurement are designed to work together from the start.
Drawing on a background in statistics and experimentation, Abdul Jomaa shows how Adobe Real-Time CDP, Customer Journey Analytics, and Adobe Target function as an integrated loop: define the right audiences, deliver the right experience, measure the right outcomes, and refine. You’ll leave with a practical blueprint for making testing more intelligent and results more defensible.
Key takeaways
- Build activation-ready audiences in Real-Time CDP with the right qualification rules and evaluation methods for personalization
- Use Customer Journey Analytics’ Experimentation panel and Journey Canvas to measure test performance and uncover what’s actually driving results
- Generate CTAs and personalization variants at scale using AI — without sacrificing relevance
- Progress from basic A/B testing into advanced personalization, including recommendations and audience refinement loops
- Whether you’re just connecting your analytics and activation layers or maturing an existing program, this session gives you a clear path forward
At a glance
Product: Experience Platform
Series: The Skill Exchange
Role: User