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Flagship 2022: The Future of Business Experimentation

Iavor Bojinov, Assist. Professor, Harvard Business School, argues that next-gen experimentation requires developing novel statistical methodologies and a new understanding of the operational implications of this seismic shift in product development. Is a clear solution emerging? And, what can leaders… Read more

Building a data-driven culture requires business experimentation at scale. However, the limitations of basic controlled experiments makes standard A/B testing a poor candidates for wide-spread adoption.

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