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At the very least , managers should learn what constitutes a randomized test and when to employ it. Capital One, for example, offers a professional education program on testing and experiment design through its internal training function known as Capital One University. One benefit of hosting a program like this, rather than sending managers outside for training, is the greater emphasis on how the testing connects to upstream and downstream activities in the business. Use software to analyze results and manage complex data from multiple test and control sites. Beyond using the tactical-versus-strategic criterion, there are other ways to decide whether formal testing makes sense. For instance, it is useful only in situations where desired outcomes are defined and measurable. Business goals and objectives just don’t get done when there's no time frame tied to the goal-setting process. Whether your business goal is to increase revenue by 20% or find 5 new clients, choose a time-fra...