Relationships exist • Relationships are not self- evident • Requires expertise, SMEs, or analytics • Sense - Analyze - Respond • Apply “Good Practices” Ordered Systems Obvious Sense Categorize

of server names in one of the text boxes. Most of the time, there’s not enough room in the field! A hundred server names are supposed to fit in a sixty-four-character text box? What idiot built that form

asking consumer for follow-up action (phone call, return postcard, etc.) 1. Campaigns would modify text, layouts, packaging, etc. 2. Very expensive c. INTEGRATING A/B TESTING INTO OUR FEATURE TESTING

from a vendor who doesn’t know your business and doesn’t have financial incentives to supportyou. Text “1” to @obvious if you like the first option, or “2” to @/dev/null if you prefer the second. Governance