Software development companies are increasingly aiming to become data-driven by trying to continuously experiment with the products used by their customers.\u00a0 Although familiar with the competitive edge that the A\/B testing technology delivers, they seldom succeed in evolving and adopting the methodology.<\/p>\n
In this paper, and based on an exhaustive and collaborative case study research in a large software-intense company with highly developed experimentation culture, we present the evolution process of moving from ad-hoc customer data analysis towards continuous controlled experimentation at scale. Our main contribution is the \u201cExperimentation Evolution Model\u201d in which we detail three phases of evolution: technical, organizational and business evolution.<\/p>\n
With our contribution, we aim to provide guidance to practitioners on how to develop and scale continuous experimentation in software organizations with the purpose of becoming data-driven at scale.<\/p>\n","protected":false},"excerpt":{"rendered":"
Software development companies are increasingly aiming to become data-driven by trying to continuously experiment with the products used by their customers.\u00a0 Although familiar with the competitive edge that the A\/B testing technology delivers, they seldom succeed in evolving and adopting the methodology. 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