If I was going to recommend one book for an executive to read about the power of controlled experiments in business, it would be Uncontrolled: The Surprising Payoff of Trial-and-Error for Business, Politics, and Society by Jim Manzi.
Kane Wright's insight:
Very interesting blog post by Scott Brinker, A/B Testing across a true multi channel business is very challenging..I'm going to read Uncontrolled: The Suprising Payoff...asap
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