I was a bit annoyed as I read the first couple of paragraphs in “A Step-By-Step Guide to Smart Business Experiments” by Eric Anderson and Duncan Simester in the March 2011 Harvard Business Review. In setting the stage for their article on business experiments, the authors contrast the ease of deploying experimentation with the difficulty of analytics.
“Analytics, which focuses on dissecting past data, is a complicated task. Few firms have the technical skills to implement a full-scale analytics program. Even companies that make big investments in analytics often find the results difficult to interpret, subject to limitations, or difficult to use to immediately improve the bottom line.”
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