When the actual sale takes place through third party partner distributors and retailers, sales attribution to brand efforts is not straightforward, and often political. Rachelle outlines how to bring objectivity to marketing decisions through a field-proven and tool-agnostic process for building an optimization practice that generates measurable results. Learn more about workforce planning with recommended roles and responsibilities for your optimization team, idea generation and how to manage a queue of testing opportunities, documenting test plans and creating templates for reporting, techniques for how to operationalize going from insights to personalized brand experiences and proving ROI from experimentation.