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In addition to making the requisite changes in process, technology, and infrastructure, organizations also need to establish a testing culture. Testing costs money (though not as much as widespread rollouts of new tactics that don’t work), and it takes time. Senior managers have to become accustomed to, and even passionate about, the idea that no major change in tactics should be adopted without being tested by people who understand testing. Every day, managers in your organization take steps to implement new ideas without having any real evidence to back them up. Their so-called experiments aren’t worthy of the name, because they lack investigative rigor. It’s likely that the resulting guesses will be wrong and, worst of all, that very little will have been learned in the process. Custom boxes The company has also built its own application, called the eBay Experimentation Platform, to lead testers through the process and keep track of what’s being tested at what times on what ...