The Evolution of Continuous Experimentation in Software Product Development : From Data to a Data-Driven Organization at Scale

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The Evolution of Continuous Experimentation in Software Product Development : From Data to a Data-Driven Organization at Scale

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Publication Paper in proceeding
Title The Evolution of Continuous Experimentation in Software Product Development : From Data to a Data-Driven Organization at Scale
Author Fabijan, Aleksander ; Dmitriev, Pavel ; Olsson Holmström, Helena ; Bosh, Jan
Date 2017
English abstract
Software development companies are increasingly aiming to become data-driven by trying to continuously experiment with the products used by their customers. Although familiar with the competitive edge that the A/B testing technology delivers, they seldom succeed in evolving and adopting the methodology. In this paper, and based on an exhaustive and collaborative case study research in a large software-intense company with highly developed experimentation culture, we present the evolution process of moving from ad-hoc customer data analysis towards continuous controlled experimentation at scale. Our main contribution is the "Experimentation Evolution Model" in which we detail three phases of evolution: technical, organizational and business evolution. With our contribution, we aim to provide guidance to practitioners on how to develop and scale continuous experimentation in software organizations with the purpose of becoming data-driven at scale.
Conference
International Conference on Software Engineering (ICSE) (20-28 May 2017 : Buenos Aires, Argentina)
DOI https://doi.org/10.1109/ICSE.2017.76 (link to publisher's fulltext.)
Publisher IEEE
Host/Issue International Conference on Software Engineering. Proceedings;
Language eng (iso)
Subject A/B testing
continuous experimentation
data science
customer feedback
continuous product innovation
Experimentation Evolution Model
Experiment Owner
Technology
Research Subject Categories::TECHNOLOGY
Handle http://hdl.handle.net/2043/24149 Permalink to this page
Link http://icse2017.gatech.edu/... (external link to related web page)
Link to publication in DiVA Find this research publication in DiVA (n/a for student publ.)
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