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This session originally took place at the Bentonville Excellence in Analytics Summit on May 16, 2023.

With changing consumer preferences and dynamic macroeconomic conditions, brands must be able to accurately evaluate and optimize new business ideas. Explore this session to learn how business experimentation helps leading brands make decisions with confidence.


  • Four key steps to maximize the impact of business initiatives
  • The latest testing trends within the retail and CPG industries, backed by proprietary findings from the Test & Learn® Business Experimentation Survey
  • Real-life examples of how P&G and Kraft Heinz are using business experimentation to stay ahead of the competition


Rupert Naylor
Rupert Naylor Senior Vice President, Test & Learn®, Mastercard
Anne Marie Pichirallo
Ann Marie Pichirallo Senior Manager, Category Business Development, Kraft Heinz
Melissa Gray
Melissa Gray Director of Category Management, P&G

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