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Kasi Rajeev Oduri
Kasi Rajeev Oduri

Kasi Rajeev Oduri

Director of Data Science, Media Science & Experimentation
Fortune 50
Bio

Rajeev is an accomplished AI and data science leader with over a decade of experience driving innovation in marketing analytics and media measurement for three Fortune 500 companies in US. Currently leading growth-focused initiatives for a top 10 ranked retail media business in US, he oversees ad product testing, machine learning-driven audience targeting, lifetime value measurement, and clean room technology innovation. Rajeev’s contributions have also shaped standards in retail media measurement through his work with the Interactive Advertising Bureau (IAB). His previous achievements include integrating randomized control trials with machine learning uplift models, earning his enterprise the ANA Genius Award for Marketing Analytics Excellence.


Balancing Growth and Profitability with AI: The Power of Holistic Experimentation Platforms

For over 20 years, platforms like Optimizely and AB Tasty have revolutionized experimentation through A/B
and multivariate testing at scale. These platforms provide businesses with real-time insights into user
behavior, helping optimize website design, content, and customer journeys. However, these traditional tools
focus on isolated, single-objective tests, limiting their ability to drive holistic business transformation.
A/B testing alone can lead to unexpected trade-offs. For example, a website change that boosts online sales
might cannibalize in-store revenue due to higher shipping costs. A marketing campaign optimized for lower
customer acquisition costs might fail to expand market share in the long run. These siloed experiments fail to
account for cross-functional impact, leading to suboptimal decision-making.
AI-driven Holistic Experimentation Platforms (HEPs) represent a major shift in how businesses make
decisions. Instead of relying on one-size-fits-all tests, companies can optimize multiple strategic priorities at
once—leading to smarter growth and long-term competitive advantage.
However, the transition requires careful planning, executive sponsorship, and the right technology
investments. Forward-thinking business leaders who embrace holistic experimentation today will be better
positioned for sustainable success in the AI-driven future.

Professional / Leadership
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