“Culture eats strategy for breakfast,” goes the saying and it’s true for experimentation in any size organization. Anil bolsters his deep knowledge by reaching out to the most experienced testing and online marketing experimentation practitioners to reveal what companies large and small learned from mistakes made along the way. He brings back answers to the most common questions:

• Who were involved?
• How do you involve other groups and get them on board?
• How do you get C level support?
• Where do you start?