Williams Sonoma Reading: We start with a creative idea, test it, prove that it works, and then roll it out.

MIT Sloan Reading: ...experimentation-based approaches emphasize less- specific early planning, good-enough requirements, and experimental and evolutionary design

MIT Sloan Reading: Many of the analytics project managers we spoke to consider experimentation fundamental to the learning process.

Davenport & Harris Reading: Any true analytical competitor wants to have a series of experiments and evidence documenting the value of the approach and the prove-it path helps the organization accumulate that empirical evidence. (p116)

Question 1:

Drawing upon the sample quotes above and others from the readings, why is an experimentation perspective essential to integrating business analytics into an organization?