Why Building a Culture of Optimization Improves the Customer Experience How can we be more useful to our customers today? Thats the simple question that drives any marketing organization focused on testing, improvement, and growth. But answering the question is not always so simple in our data-rich world. The old challenge of gathering enough data has been replaced by a new one: gleaning insights from the mountains of data we�ve collected � and taking action. In response to this flood of data, many of todays most successful businesses have turned to a new approach: building whats called a culture of growth and optimization . This growth-minded culture is one where everyone is ready to: Test everything Value data over opinion Keep testing and learning, even from failures Most companies have a few people who are optimizers by nature, interest, or experience. Some may even have a �growth team.� But what really moves the dial is when everyone in the company is on board an...