How organizations--including Google StubHub Airbnb and Facebook--learn from experiments in a
data-driven world. Have you logged into Facebook recently? Searched for something on Google?
Chosen a movie on Netflix? If so you've probably been an unwitting participant in a variety of
experiments--also known as randomized controlled trials--designed to test the impact of
different online experiences. Once an esoteric tool for academic research the randomized
controlled trial has gone mainstream. No tech company worth its salt (or its share price) would
dare make major changes to its platform without first running experiments to understand how
they would influence user behavior. In this book Michael Luca and Max Bazerman explain the
importance of experiments for decision making in a data-driven world.
