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Continuous experimentation (CE) refers to a set of practices used by software companies to rapidly assess the usage, value, and performance of deployed software using data collected from customers and systems in the field using an experimental methodology. However, despite its increasing popularity in developing web‐facing applications, CE has not been studied in the development process of business‐to‐business...
Software development companies are increasingly aiming to become data-driven by trying to continuously experiment with the products used by their customers. Although familiar with the competitive edge that the A/B testing technology delivers, they seldom succeed in evolving and adopting the methodology. In this paper, and based on an exhaustive and collaborative case study research in a large software-intense...
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