The Harrvard Business review in an article by Thomas Davenport argues that currently the right set of tools are available to conduct small scale test and gain fact driven insights.
(Thomas davenport is the President's distinguished professor of IT.You can read the full study at Feb 09 issue of HBR )
I feel that this approach is analogous to unit testing in software.
Dont guess when you can test business like you can test software.
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