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an interesting/influential/important paper from the world of CS every weekday morning, as selected by Adrian Colyer

September 29, 2017
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Fabijan et al., ICSE’17 (Author personal version )

If you’ve been following along with the A/B testing related papers this week and thinking “we should probably do more of that in my company,” then today’s paper choice is for you. Anchored in experiences at Microsoft, the authors describe a tried and tested roadmap for gradually introducing a more data-driven culture in an organisation.

… despite having data, the number of companies that successfully transform into data-driven organizations stays low and how this transformation is done in practice is little studied.

If you can get there though, as we’ve seen earlier this week, the benefits can be large. “ The impact of scaling out the experimentation platform across Microsoft is in hundreds of millions of dollars of additional revenue annually. ” (Though to put this in context, Tote Bag SVANA by VIDA VIDA GP6c38263

It’s interesting to see the perspective of the authors of continuous experimentation being the next logical step in the evolution of software product development practices. I’m reminded of Martin Fowler’s “ TopSider Gold Cup Luxury Deck Shoes Grey/Navy Sperry TopSider E0KTAQ

At first [companies] inherit the Agile principles within the development part of the organization and expand them to other departments. Next, companies focus on various lean concepts such as eliminating waste, removing constraints in the development pipeline, and advancing towards continuous integration and continuous deployment… Continuous deployment is characterized by a bidirectional channel that enables companies not only to send data to their customers to rapidly prototype with them, but also to receive feedback data from products in the field.

It’s a great observation that CD facilitates this two-way flow of information. Once you get to CD though, the journey is not over, in fact in a sense it’s only just beginning:

Controlled experimentation is becoming the norm in advanced software companies for reliably evaluating ideas with customers in order to correctly prioritize product development activities.

As we’ll soon see, when you reach the upper levels of controlled experimentation maturity, you’re essentially doing Continuous Experimentation (which I’m going to christen ‘CE,’ so that we can go on a journey from CI -> CD -> CE!).

The paper contains some background information on how the experimentation roadmap (“Experimentation Evolution Model”) was arrived at. It combines historical data points collected over a period of two years, a series of semi-structured interviews, and most importantly, “ an internal model used at [the Analysis and Experimentation team at Microsoft] which is used to illustrate and compare progress of different product teams on their path towards data-driven development at scale. ” Even though it’s based primarily in experiences at Microsoft (some of the expert participants also had experiences elsewhere), the authors believe it should have more general applicability, and that certainly seems credible to me. You can use it to benchmark your own company’s sophistication, and plan the next steps on your improvement journey.

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