Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing
if online experimentation is a corporate priority, a company may want to build expertise and develop standards in a central unit before rolling them out
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
Every small step that gathered evidence—for example, the landing page test—allowed team members to sense new information, reduce uncertainty, and adjust their direction.
Josh Seiden • Sense and Respond: How Successful Organizations Listen to Customers and Create New Products Continuously
The first company sets out with a clear baseline metric, a hypothesis about what will improve that metric, and a set of experiments designed to test that hypothesis.
Eric Ries • The Lean Startup: The Million Copy Bestseller Driving Entrepreneurs to Success
As such, annualising returns from experimentation may make the board stand up on their feet but, without degradation or consideration for how behaviours change, would be considered dangerous.
David Mannheim • The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal
treat more decisions and actions as experiments to be run, tracked, and tested—not as final decisions that are to be set in stone.