Description of Columbia Business School Video: At the BRITE ’13 Conference, Pete Koomen, Co-Founder and President of Optimizely, talks about A/B testing as one of the most powerful ways to improve communications effectiveness and conversions. During his presentation, Pete shares best practices and lessons learned from running over 100,000 test, including great examples from Obama’s presidential campaigns.

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School.