Ryan Roberts, a senior POC consultant at Adobe, has been helping Adobe clients with their targeting and optimization needs for years. He provides clients both the technical and business know-how relating to Adobe Target. He's helped a wide variety of clients in the finance, media, travel, hi-tech, and automotive verticals. He has covered clients throughout Asia (while based in Hong Kong) as well as North America. Prior to joining Adobe, Ryan worked for a startup firm where he managed the company's analytics and optimization efforts using some of the current Adobe Marketing Cloud solutions.As a client, Ryan, gained valuable insight helping to build an optimization program from the ground up. Determining program best practices for: test ideation, test frameworks, test duration, conclusive results, site usability testing, and results analysis has helped to shape the recommendations he now shares with Adobe clients.Some aspects of testing and personalization that Ryan finds extremely important are: clear rules for determining conclusive test results, variance testing, and the automated algorithm approaches to optimization.