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Preparing for Peak

How to Run Effective Peak Experiments with Optimizely

Shagun Aulakh
September 2, 2020
Read Time: 1min

Progressive Delivery & Experimentation Platform (and our partner) Optimizely help businesses with feature flagging, progressive rollouts, and A/B/n testing across the entire customer journey.

But most importantly, they are experts in experimentation. And ahead of Peak, effective (and efficient) experimentation is essential. 

In this Q&A, listen to not one but TWO of Optimizely's experimentation gurus chat about how to get the most out of your experimentation platform, Peak best practices and actionable advice from their collective experience with hundreds of brands.

Listen in as Elizabeth Gabster, Lead Value Consultant (ex-Google & PayPal) interviews Shagun Aulakh, Head of Growth Initiatives (ex-Macy's, Charlotte Russe). Enjoy!


  1. How should companies get started preparing digital optimizations ahead of Peak period? (2:43)
  2. Is user behaviour unique to this time, and should we still be experimenting? (9:28)
  3. What are some important steps to remember when thinking about post-holiday strategy? (15:27)
  4. Outside of Optimizely, what other things should brands be thinking about to keep things running during Peak? (20:52)

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Shagun Aulakh

Shagun Aulakh is the Head of Growth Initiatives, Professional Services, at Optimizely. Shagun built her career in the retail industry with a focus on digital marketing, and eventually found her career passion in Experimentation, building and leading programs at and Charlotte Russe. Today at Optimizely she is responsible for both growing and building the Professional Services function, as well as supports enterprise customers to establish a vision and plan for building experimentation programs, ensuring no organization tests for the sake of testing, and ultimately drives value and impact through their testing initiatives.