Valerie Kroll is the Optimization Director at Search Discovery, having started her journey in experimentation by moving merchandise around on the retail shop floor at the mall. She then worked as a qualitative a research analyst, stood up a digital analytics practice at the American Medical Association, and was Director of Digital Analytics and Optimization at UBS. Val also served on the Digital Analytics Association Board of Directors for six years, finishing as Board Chair.
Val and Jim talked about her career growth path, the way quantitative and qualitative analytics naturally blend and bend toward strategy, and the presentation she had prepared for the Marketing Analytics Summit, The Case for Learning Agendas which came out of her interest in Hypothesis Libraries.
Val is high-energy, quick witted, and very engaging.