Today’s savviest executives acknowledge that most of the time, they can’t accurately predict what their customers will want, like or need. That’s where experiments come in.
Microsoft’s Ronny Kohavi, a pioneer in online experimentation since his days as director of data mining and personalization at Amazon.com, likes to challenge his Internet-savvy audiences with a little experiment. Kohavi, a Microsoft distinguished engineer and general manager for analysis and experimentation, shows screenshots of simple but real A/B experiments that Microsoft ran to test different Web design options. Some visitors saw the A version, some the B version — and Microsoft tracked which version yielded better results. ...