How to Measure the Impact of Experimentation?

The wrong way to do that would be to just suddenly give everybody access to an ABA testing tool and go, there you go, run some tests. There has to be some cohesive control to that. Experimentation is very topical at the moment because businesses are moving towards a more customer experience angle than a conversion angle. However, a lot of the KPIs are still, and it depends, I guess, on the sector, but a lot of these KPIs and results of experimentation are measured on very specific KPIs.