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  • August 2021
  • Case
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Orchadio’s First Two Split Experiments

By: Iavor I. Bojinov, Marco Iansiti and David Lane
  • Format:Print
  • | Language:English
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Abstract

Orchadio, a direct-to-consumer grocery business, needs to conduct its first two A/B tests—one to evaluate the effectiveness and functioning of its newly redesigned website, and one to market-test four versions of a new banner for the website. To do so, it will rely on a technology management platform designed by Split Software, whose feature flags allow Orchadio engineers to (1) turn specific software features on and off and (2) to limit access to those features to specific groups of website visitors. These capabilities in turn enable A/B feature testing. Split also offers data analytics to allow Orchadio to assess how its tests affect a plethora of Orchadio’s business, software, and operating metrics. Orchadio managers now need to decide how to design their experiments for maximum impact, including whether or how to sequence them.

Keywords

Information Management; Technological Innovation; Knowledge Use and Leverage; Resource Allocation; Marketing; Measurement and Metrics; Customization and Personalization; Information Technology; Internet and the Web; Digital Platforms; Information Technology Industry; Food and Beverage Industry

Citation

Bojinov, Iavor I., Marco Iansiti, and David Lane. "Orchadio’s First Two Split Experiments." Harvard Business School Case 622-015, August 2021.
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About The Authors

Iavor I. Bojinov

Technology and Operations Management
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Marco Iansiti

Technology and Operations Management
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More from the Authors
  • Nailing Prediction: Experimental Evidence on the Value of Tools in Predictive Model Development By: Daniel Yue, Paul Hamilton and Iavor Bojinov
  • On Ramp to Crypto By: Iavor Bojinov, Michael Parzen and Paul Hamilton
  • Note on Cyberattacks and Regulatory Regimes By: Frank Nagle, George A. Riedel, William R. Kerr and David Lane
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