Sign in L")%<)$5)"(

=S!!F=EDSGI SG%.H%I&F!* >SST%ID6I ;>SUE%UI ;C=&DVF ;!!%>SSTI

!"#$%&'"())*+"),"-)."')"/+%"0&'&
')"(/123"(%''%$"4$)3/5'+
!"#$%&$'() *+,,+-
.$'%/01%/2/2%·%0%34#%5"$(

While the topic of qualitative user research and the necessity of talking to
your customers is tackled a lot lately, using quantitative data and
experimentation often falls a bit short. We want to change this, and with
this collection, advocate how metrics can help you make informed
decisions, and increase understanding of your product’s performance and
customer behaviour. Running the right experiments can be crucial to the
success of your product, save time and arguments, help you to make data-
driven decisions, and most importantly make you learn constantly.
We’ve collected 9 great books that will help you increase your knowledge in
working with data and show you techniques for experimenting.

!"#$%&'"%()*+,-.,/*0',%"'--/1*234/".5/,%$
A Practical Guide to A/B Testing
by Ron Kohavi, Diane Tang and Ya Xu

6()*"/718
Getting numbers is easy; getting numbers you can trust is hard. This
practical guide by experimentation leaders at Google, LinkedIn, and
Microsoft will teach you how to accelerate innovation using trustworthy
online controlled experiments, or A/B tests.
Based on practical experiences at companies that each run more than
20,000 controlled experiments a year, the authors share examples, pitfalls,
and advice for students and industry professionals getting started with
experiments, plus deeper dives into advanced topics for practitioners who
want to improve the way they make data-driven decisions.

289 pages, Cambridge University Press 2020

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

234/".5/,%7%.',*6'"9$
The Surprising Power of Business Experiments
by Stefan H. Thomke

6()*"/718
When it comes to improving customer experiences, trying out new business
models, or developing new products, even the most experienced managers
often get it wrong. They discover that intuition, experience, and big data
alone don’t work. What does? Running disciplined business experiments.
And what if companies roll out new products or introduce new customer
experiences without running these experiments? They Xy blind.

“Experimentation Works is required reading for all leaders who want to know
how companies like Amazon, Google, and Net;ix win through fast-cycle
scienti?c experiments―and how it can be done in their organizations. Making
business decisions without experimentation is like bungee jumping without
testing the cord. Yet far too many organizations still do this. With Thomke’s
clear explanations and examples, yours won’t be one of them.” — Scott Cook,
cofounder and Chairman of the Executive Committee, Intuit

288 pages, Harvard Business Review Press 2020

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

!(/*:'&/"*';*234/".5/,%$
Decision Making in a Data-Driven World
by Michael Luca and Max H. Bazerman

6()*"/718
Have you logged into Facebook recently? Searched for something on
Google? Chosen a movie on NetXix? If so, you’ve probably been an
unwitting participant in a variety of experiments―also known as
randomized controlled trials―designed to test the impact of di]erent
online experiences. Once an esoteric tool for academic research, the
randomized controlled trial has gone mainstream. No tech company worth
its salt (or its share price) would dare make major changes to its platform
without brst running experiments to understand how they would inXuence
user behavior. In this book, Michael Luca and Max Bazerman explain the
importance of experiments for decision making in a data-driven world.

232 pages, The MIT Press 2020

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

!(/*</7,*=%7"%#4
How Today’s Entrepreneurs Use Continuous Innovation to Create Radically
Successful Businesses
by Eric Ries

6()*"/718
Most startups fail. But many of those failures are preventable. The Lean
Startup turned into a classic and must-read book when it comes to changing
the way companies are built and new products are launched.
The Lean Startup approach fosters companies that are both more capital
edcient and that leverage human creativity more e]ectively. Inspired by
lessons from lean manufacturing, it relies on “validated learning,” rapid
scientibc experimentation, as well as a number of counter-intuitive
practices that shorten product development cycles, measure actual progress
without resorting to vanity metrics, and learn what customers really want.
It enables a company to shift directions with agility, altering plans inch by
inch, minute by minute.

Rather than wasting time creating elaborate business plans, The Lean
Startup o]ers entrepreneurs — in companies of all sizes — a way to test
their vision continuously, to adapt and adjust before it’s too late. Ries
provides a scientibc approach to creating and managing successful startups
in an age when companies need to innovate more than ever.

338 pages, Currency 2011

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

</7,*>,7-)%.?$
Use Data to Build a Better Startup Faster
by Benjamin Yoskovitz and Alistair Croll

6()*"/718
Marc Andreesen once said that “markets that don’t exist don’t care how
smart you are.” Whether you’re a startup founder trying to disrupt an
industry, or an intrapreneur trying to provoke change from within, your
biggest risk is building something nobody wants.

Lean Analytics can help. By measuring and analyzing as you grow, you can
validate whether a problem is real, bnd the right customers, and decide
what to build, how to monetize it, and how to spread the word. Focusing on
the One Metric That Matters to your business right now gives you the focus
you need to move ahead — and the discipline to know when to change
course.

440 pages, O’Reilly Media 2013

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

@/$.A,.,A*&.%(*@7%7
Improving the User Experience with A/B Testing
by Rochelle King, Elizabeth F Churchill and Caitlin Tan

6()*"/718
On the surface, design practices and data science may not seem like obvious
partners. But these disciplines actually work toward the same goal, helping
designers and product managers understand users so they can craft elegant
digital experiences. While data can enhance design, design can bring
deeper meaning to data.

This practical guide shows you how to conduct data-driven A/B testing for
making design decisions on everything from small tweaks to large-scale UX
concepts. Complete with real-world examples, this book shows you how to
make data-driven design part of your product design workXow.

369 pages, O’Reilly Media 2017

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

@7%7*=?./,?/*;'"*B#$.,/$$
What You Need to Know about Data Mining and Data-Analytic Thinking
by Foster Provost & Tom Fawcett

6()*"/718
Written by renowned data science experts Foster Provost and Tom Fawcett,
Data Science for Business introduces the fundamental principles of data
science and walks you through the “data-analytic thinking” necessary for
extracting useful knowledge and business value from the data you collect.
This guide also helps you understand the many data-mining techniques in
use today.

“A must-read resource for anyone who is serious about embracing the

opportunity of big data.”
— Craig Vaughan, Global Vice President at SAP

414 pages, O’Reilly Media 2013

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

@7%7*@".C/,
Harnessing Data and AI to Reinvent Customer Engagement
by Tom Chavez, Chris O’Hara and Vivek Vaidya

6()*"/718
A tectonic shift in the practice of marketing is underway. Digital technology,
social media, and e-commerce have radically changed the way consumers
access information, order products, and shop for services. Using the latest
technologies―cloud, mobile, social, internet of things (IoT), and artibcial
intelligence (AI)―we have more data about consumers and their needs,
wants, and adnities than ever before.
You’ll discover the three principles for building a successful data strategy
and the bve sources of data-driven power. You’ll see how top companies put
these data-driven strategies into action: how Pandora used second- and
third-hand data to learn more about its listeners; how Georgia-Pacibc
moved from scarcity to abundance in the data sphere; and how Dunkin’
Brands leveraged CRM data as a force multiplier for customer engagement.
And if you’re wondering what the future holds, you’ll receive seven
forecasts to better prepare you for what may come next.

256 pages, McGraw-Hill Education 2018

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

:"/1.?%.C/*>,7-)%.?$
The Power to Predict Who Will Click, Buy, Lie, or Die
by Eric Siegel

6()*"/718
An introduction for everyone. In this rich, fascinating — surprisingly
accessible — introduction, leading expert Eric Siegel reveals how predictive
analytics (aka machine learning) works, and how it a]ects everyone every
day. Rather than a “how to” for hands-on techies, the book serves lay
readers and experts alike by covering new case studies and the latest state-
of-the-art techniques.

Prediction is booming. It reinvents industries and runs the world.

Companies, governments, law enforcement, hospitals, and universities are
seizing upon the power. These institutions predict whether you’re going to
click, buy, lie, or die.

356 pages, Wiley 2016

Get this book (amazon.com) (amazon.de) (amazon.co/uk)

(amazon.es)

Subscribe to our monthly newsletter to get all book recommendations straight

to your inbox (One valuable email per month only — promised )

D'--'&*#$
Instagram | Twitter | LinkedIn | Medium

65+(78)%.$#$9"3"#) :$)$ ;#$,')48< =+,,"8)4+# >++?<

@%8,$A<

BCDEEFG%>H

</,7*F7)1% *+,,+-

I"#4+5%65+(78)%.$#$9"5%JKDGL1%*+7#("5%+M%J6.%!4N5$5'

:E*<.G"7") *+,,+-

B4)O%)O"%6.%!4N5$5'1%-"%O",A%'+7%"PA,+5"%#"-%N++?<%$#(%)+A48<
$5+7#(%)"8O1%N7<4#"<<%$#(%("<49#%N"8$7<"%-"%N",4"Q"%5"$(4#9
4<%"<<"#)4$,%)+%N74,(4#9%N"))"5%A5+(78)<%$#(%95+-4#9%4#%+75
8$5""5<R%B"%$5"%$%)"$3%+M%("(48$)"(%A5+(78)%A"+A,"%N$<"(%4#
>$58",+#$1%!+#(+#%$#(%.7#48OR
: