desired outcomes. 3. Repeat iii. Intuit’s rampant innovation culture – went from 7 experiments/year to 165 experiments during the 3 month US tax season in 2010 with website conversion rates up 50% b the Analysis and Experimentation group at Microsoft: “evaluating well-designed and executed experiments that were designed to improve a key metric, only about one-third were successful at improving INTO OUR RELEASE i. A/B testing requires fast CD to support ii. Use feature toggles to control experiments, cohort creation, etc. iii. Use telemetry to measure outcomes iv. Etsy open-sourced their experimentation

chapter—by quickly deploying functionality, learning, and adjusting plans.  We can conduct experiments that test the assumptions in our business cases.  We can reduce the overhead of our governance

his co-authors suggest that instead of using detailed planning to manage risk, we instead use experiments.  When we encounter a risk, we should think of something we can do that will help us gain information

1-2 Years Fully Implemented Plan on Start Testing Within 12 Months Running Initial Tests / Experiments Note: Survey question asked about the extent to which marketing executives worldwide are using