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商品編號： R1103H 出版日期： 2011/03/01 作者姓名： Anderson, Eric T.;Simester, Duncan 商品類別： Marketing 商品規格： 9p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
The power of analytics in decision making is well understood, but few companies have what it takes to successfully implement a complex analytics program. Most firms will get greater value from learning to do something simpler: basic business experiments. Managers need to become adept at routinely using techniques employed by scientists and medical researchers. Specifically, they need to embrace the "test and learn" approach: Take one action with one group of customers, a different action (or no action at all) with a control group of customers, and then compare the results. The feedback from even a handful of experiments can yield immediate and dramatic improvements. In this article, the authors provide a step-by-step guide to conducting business experiments. They look at organizational obstacles to success and outline seven rules to follow.
涵蓋領域：
Experimentation;Process improvement;Technology and analytics
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