Published in the Harvard Business Review

A/B Testing and the Benefits of an Experimentation Culture

BY WYATT JENKINS / FEBRUARY 5, 2014

Modern tech companies have figured out that data is their product. Whether you sell a service, a product, or content, what you really do is create value for your customer base — and every interaction with your product is a measurable amount of value. But the best data-driven companies don’t just passively store and analyze data, they actively generate actionable data by running experiments. The secret to getting value from data is testing, and if you’re looking to grow your online business, implementing well-executed, consistent A/B testing is a necessity.  go to article

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