Online Experimentation: Benefits, Operational and Methodological Challenges, and Scaling Guide

In the past decade, online controlled experimentation, or A/B testing, at scale has proved to be a significant driver of business innovation. The practice was first pioneered by the technology sector and, more recently, has been adopted by traditional companies undergoing a digital transformation. This article provides a primer to business leaders, data scientists, and academic researchers on business experimentation at scale, explaining the benefits, challenges (both operational and methodological), and best practices in creating and scaling an experimentation-driven, decision-making culture.