Experimentation Works: The Surprising Power of Business Experiments
learning laboratories where decisions are grounded in facts.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
Third-party software tools and services make it easy to run experiments, but if you want to scale things up, you must tightly integrate the capability into your processes and organization.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
such moments are usually the result of many failed experiments and accumulated learning that prepare the experimenter to take advantage of the unexpected.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
Taking advantage of the huge number of digital touch points, design choices, and business decisions is simply overwhelming without access to large-scale testing.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
Today the cost of installing experimentation capacity is mostly dwarfed by the opportunity cost of not testing at large scale.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
evidence strongly suggested that, on average, variations did better than the baseline (p = 0.000). In other words, a resounding yes that experimentation works!37
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
Experimentation helps us begin to answer the kinds of questions that all organizations confront: How do we know what products to make, what customer experiences to offer, and what
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
According to the perversity thesis, any action to improve some aspect of a system will backfire. The organization will be worse off than before the action began.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
Even if he had a Ferrari, his commute wouldn’t be faster unless he could find a new route that took advantage of the car’s speed and acceleration. Similarly, companies can’t unlock the full potential of new tools unless they find new ways to operate.