  Experimentation and Measurement (E&M) capabilities allow organizations to
accurately assess the impact of new propositions and to experiment with many
variants of existing products. However, until now, the question of measuring
the measurer, or valuing the contribution of an E&M capability to
organizational success has not been addressed. We tackle this problem by
analyzing how, by decreasing estimation uncertainty, E&M platforms allow for
better prioritization. We quantify this benefit in terms of expected relative
improvement in the performance of all new propositions and provide guidance for
how much an E&M capability is worth and when organizations should invest in
one.

Methodology;Applications