The Surprising Power of Online ExperimentsGetting the most out of A/B and other controlled tests by Ron Kohavi and Stefan Thomke Summary. In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled experiment—an A/B test—to try it out. The
The Discipline of Business Experimentation
