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Third-party software tools and services make it easy to run experiments, but if you want to scale things up, you must tightly integrate the capability into your processes and organization.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments
By combining the power of software and the rigor of controlled experiments, companies can turn themselves into learning organizations—turbocharged! But to unleash this power, you need to build an experimentation organization that masters the science of testing and has a culture, processes, and management system that contradicts what we value today.
Stefan H. Thomke • Experimentation Works: The Surprising Power of Business Experiments

changing the organization was necessary to increase the scale and impact of online experiments.