how to design smart business decisions

8/20/2019 How to Design Smart Business Decisions

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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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