Companies like Facebook, Google, and Twitter are constantly harvesting your data in the name of improving their offerings. But did you know that, if you use their services frequently, they are also likely performing experiments on you?
It’s all part of smart experimentation in the age of Big Data. Companies in the 21st century have learned how to embrace the gold standard of scientific evidence—randomized controlled trials—to evaluate ideas and roll out new features.
Airbnb, Uber, StubHub and many others routinely use experiments to refine their products and test drive new strategies. Often, such trials take place behind the scenes. Participants aren’t necessarily made aware that anything has changed.
By harnessing the fundamental principles of experimentation, you can improve products and services, increase sales, gain useful insights, and make better decisions. Learn how in our Instaread on The Power of Experiments.
