As noted in my last blog, I was quite taken by Clifford Lyon’s presentation, “Why We Test: Informed Design at CBS Interactive”, at the recent IE Predictive Analytics Summit in Chicago. A collateral benefit of Lyon’s informative discussion of using experiments or A/B testing to improve user website experience was exposure to the research of Microsoft’s Ronny Kohavi.
The point of departure for the accessible paper “Online Experimentation at Microsoft” co-authored by Kohavi was the 2005 statement from a memo by Microsoft’s then CTO, Ray Ozzie that the “web is fundamentally a self-service environment, and it is critical to design websites and product ‘landing pages’ with sophisticated closed-loop measurement and feedback systems.” On the heels of that dictum, Kohavi and colleagues conceptualized the Experimentation Platform (ExP) at Microsoft that would enable product teams to run controlled experiments.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access