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Evidence-Based Guidelines for Advancing Continuous Experimentation

Ros, Rasmus LU ; Runeson, Per LU orcid and Bjarnason, Elizabeth LU orcid (2024) In IT Professional: technology solutions for the enterprise
Abstract
Continuous experimentation (CE) is used by many internet-facing companies to improve the value of their products based on user feedback gathered, e.g. through on-line experiments using A/B testing. Frameworks and theories for CE have been derived through academic research from applications in large internet facing companies. To assist practitioners in a broader range of companies, we herein present guidelines for CE, based on empirical data from interviews with 27 practitioners at 12 companies of varying sizes and CE maturity. The guidelines include advise derived from our (previously published) theory of factors that affect CE (FACE). These practitioner guidelines may assist companies in making informed decisions concerning their CE... (More)
Continuous experimentation (CE) is used by many internet-facing companies to improve the value of their products based on user feedback gathered, e.g. through on-line experiments using A/B testing. Frameworks and theories for CE have been derived through academic research from applications in large internet facing companies. To assist practitioners in a broader range of companies, we herein present guidelines for CE, based on empirical data from interviews with 27 practitioners at 12 companies of varying sizes and CE maturity. The guidelines include advise derived from our (previously published) theory of factors that affect CE (FACE). These practitioner guidelines may assist companies in making informed decisions concerning their CE practices and contribute to efficient and effective experimentation. Our advice includes building processes and infrastructure gradually, combining quantitative and qualitative methods, focusing on goals and incentives for CE, and being mindful of ethics. (Less)
Please use this url to cite or link to this publication:
author
; and
organization
publishing date
type
Contribution to journal
publication status
in press
subject
in
IT Professional: technology solutions for the enterprise
pages
8 pages
publisher
IEEE - Institute of Electrical and Electronics Engineers Inc.
ISSN
1520-9202
DOI
10.1109/MITP.2024.3397541
project
Continuous Experimentation and Optimization
language
English
LU publication?
yes
id
6bcac9f0-3659-44f0-8afe-8def5f92cfbb
date added to LUP
2024-05-06 12:07:37
date last changed
2024-05-06 13:09:59
@article{6bcac9f0-3659-44f0-8afe-8def5f92cfbb,
  abstract     = {{Continuous experimentation (CE) is used by many internet-facing companies to improve the value of their products based on user feedback gathered, e.g. through on-line experiments using A/B testing. Frameworks and theories for CE have been derived through academic research from applications in large internet facing companies. To assist practitioners in a broader range of companies, we herein present guidelines for CE, based on empirical data from interviews with 27 practitioners at 12 companies of varying sizes and CE maturity. The guidelines include advise derived from our (previously published) theory of factors that affect CE (FACE). These practitioner guidelines may assist companies in making informed decisions concerning their CE practices and contribute to efficient and effective experimentation. Our advice includes building processes and infrastructure gradually, combining quantitative and qualitative methods, focusing on goals and incentives for CE, and being mindful of ethics.}},
  author       = {{Ros, Rasmus and Runeson, Per and Bjarnason, Elizabeth}},
  issn         = {{1520-9202}},
  language     = {{eng}},
  month        = {{05}},
  publisher    = {{IEEE - Institute of Electrical and Electronics Engineers Inc.}},
  series       = {{IT Professional: technology solutions for the enterprise}},
  title        = {{Evidence-Based Guidelines for Advancing Continuous Experimentation}},
  url          = {{https://lup.lub.lu.se/search/files/182821243/IT_Pro_CE_guidelines-15.pdf}},
  doi          = {{10.1109/MITP.2024.3397541}},
  year         = {{2024}},
}