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Software development companies are increasingly aiming to become data-driven by trying to continuously experiment with the products used by their customers. Although familiar with the competitive edge that the A/B testing technology delivers, they seldom succeed in evolving and adopting the methodology. In this paper, and based on an exhaustive and collaborative case study research in a large software-intense company with highly developed experimentation culture, we present the evolutiondoi:10.1109/icse.2017.76 dblp:conf/icse/FabijanDOB17 fatcat:wzitigxflvhrlefwt63ispla3u