Matt Gershoff, CEO of Conductrics (a product we reviewed here) wrote a nice piece on A/B Testig over at the Analyzing Media blog - It’s all One Big Decision: Testing, Analytics, & Targeting. Matt discusses the role of A/B testing, of predictive analytics and of optimization in a nice, straightforward piece. Well worth reading.
I wrote a piece on champion/challenger testing a while back and agree with this piece by McKinsey that learning to experiment is REALLY important. Learn to experiment and to integrate your experiments into your analytics and optimization – it will give you more data and help you target/personalize much more effectively.