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HOW TO
DESIGNSMARBUSINESSEXPERIMENTS
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What Is A Business Experiment?
BUSINESS EXPERIMENT
enables the applying ! resear"h tls an# te"hni$uest test #i%erent assumptins &r hyptheses'
sub)e"t these t measurement* +ali#atin an# analysis
"me t an e+i#en"e,base# "n"lusin
Psiti+e -n"lusinm+e !r.ar# .ith the
pr#u"t/ser+i"e0
Negati+e -n"lusinaban#n* r restru"ture
an# retest
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Mti+atin
Managers ta1e steps t implement ne. i#eas
.ithut prper e+i#en"e0
Base# n intuitin0Experimentatin la"1s
in+estigati+e rigr0
2I3ll bet this4N
"ntrlgrups
5nly 6"ntrl7 6 testgrup
-n#itins nt1ept
similar
N E W*
B R 5A 8 9 :
A ;A I 9A B 9 E
S 5
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>eneral Tips by 8a+enprt
0 Initiate Pr"ess ! Testing
@0Ensure Testing-apabili
ty
60 8e"i#e.hethertesting"an be#ne
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8e"i#ing Whether Testing Ma1es Sense
It is
NOT
SUITEDt assessing a
ma)r "hange inbusiness m#el
TW5 -ASESTU8IES Ways t #e"i#e.hether it ma1essense0
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8e"i#ing
Whether TestingMa1es Sense
-ase Stu#y -apital5ne
•
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•Reasns !r that big #e"isin "ul#n3t be teste#
• N time .as a+ailable !r e+en a small,s"ale test
• Impssible t #esign a test that "ul# pr+i#e
reliably pre#i"t ut"mes ! su"h a ma)r "hange
Keeps information-based-strategy after thatmajor change
8e"i#ing
Whether TestingMa1es Sense
-ase Stu#y -apital5ne
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8e"i#ing Whether
Testing Ma1esSense-ase Stu#y Searsl#ings
•Business .ith a heritage ! testing
• Test "n"epts in a !e. stres be!re rlling ut t theentire "hain
• 8i#n3t test the i#ea ! "mbining the t. truble#"hains
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OTHER METHODS
TA&TI&A' (ERSUS
STRATEGI& &RITERION
Use!ul .hen #esire#ut"mes are #eCne# an#measurable
Mst reliable .here manyrughly e$ui+alent settings"an be bser+e#
Ma1es sense nly i! ahypthesis has been!rmulate#
8e"i#ing Whether Testing Ma1es Sense
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E
TEST,AN8,9EARN
S5
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Dey
Emplyees shul# sharethe
use!ul 1n.le#ge
thrughutthe rganiatin0
• 8iF"ulty 9a"1 !share# learning
• Nt #"umentingthe 1n.le#ge
• 9earning base# npersnalexperien"e
• Slutin• -apital 5ne G
5nline Dn.le#geManagementSystem
•
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Dey
I! suF"ient !a"trs ha+e
"hange# s that thepre+ius testing resultgets bslete* retest is
re$uire#0
• 8iF"ulty Theretest pint is
har# t#etermine
• By humanintuitin base#n !a"ts
Buil#ing a Testing -apabilityRegular Re+isiting
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Dey
A "entralie# super+isrygrup "an !a"ilitate the"r#inatin ! multiple
testing pr"esses0
R5UP
• A "re resur"e !rmeth#lgi"al an#statisti"al $uestins
• ta1ing in "harge !the testingimplementatin
Buil#ing a Testing -apability-re Resur"e >rup
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The Pr"ess ! Testing
2Test an# 9earn4
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-reate/ReCneypthesis
)
*
+
,
-
.
8esign Test
Exe"ute Test
Analye Test
PlanRllut
Rllu
-an be measure#E"nmi"al +alue
Suggest a"tual#e"isin/a"tin
SuF"ient number ! testsites-ntrl grup
Assess "ntrl grupstrategyMinimie test "ells
N ! test/"ntrl siteRem+e test,"n!un#ing
sitesMa1e managers ntnegati+ely a%e"te#
Uni+ersal r #i%erentialBalan"e "mplexity
Use s!t.are
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-reating a Testing Min#,set
• 8n3t nly !"us n stru"tural an# te"hnlgi"al"hanges in an rganiatin
• Essential t buil# a "ulture ! testing .ithin allemplyees ! the rganiatin
• Ensures that ma)r #e"isins are ma#e a!ter 2real4an# a""urate testing t re#u"e ris1 ! !ailure
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-reating a Testing Min#,setAs1 !r e+i#en"e
• Wh Sharehl#ers an# the tp management
•
Why -an lea# an# inuen"e the entire rganiatin t"ulti+ate the habit ! testing
• . 8n3t a""ept "laims by emplyees .ith n reale+i#en"e ! testing0
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-reating a Testing Min#,set>i+e it teeth
• Be Crm n su"h testing pra"ti"es
• Sh. the imprtan"e ! testing be!re #e"isin
ma1ing
2Nt using a2"ntrl grup4 is
suF"ientratinale !r
terminatin atthe "mpany4
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-reating a Testing Min#,setSpnsr test yursel!
• The best management teams in this regar# ha+einstitutinalie# the pr"ess ! #ing an# re+ie.ing
tests0
• Ma1e testing a part ! management3s #ialgue an#the rganiatin3s "ulture0
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