Experimentation & CRO have held the crown for the most used buzz words in digital marketing for almost a decade now. Now that we all feel a bit more comfortable talking about experiments, starting up programs , and evaluating platforms, it’s time to align reality and future state to a practical North Star. It’s time to understand data, not just be enthusiast about it. Kenya dives into prerequisites for the robust programs that we all seek to support optimization, personalization, ML, AI, and experimentation.