Whilst the value of embracing flexibility and being open to change within an eCommerce strategy is well known and understood, identifying the right signals, and making change based on this insight is often a tough practice to follow. Changing quickly in response to market requirements can offer commercial benefits, but being able to implement insight-driven change quickly can be very difficult and changing without the required proof can lead to mistakes being made. Likewise, spending too long in a testing phase before making a change can see an opportunity lost.

Within this discussion led-think-tank, we will consider how to get the balance right in this process, and in doing so, create an eCommerce strategy which is both flexible and data driven. The session will consider how to ensure you have the right level of risk tolerance when making change, consider the pros and cons around fact tactical testing and validation and delve into the importance of validating assumptions in a safe environment