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sounds like something @ronnyk would say - maybe in a deck like this https://exp-platform.com/Documents/2017-05-17EmetricsControlledExperimentsPitfallsKohaviNR.pdf … ? His book, Trustworthy Online Controlled Experiments, has some nice sections that discuss a "crawl, walk, run" model of using data as a business that are relevant. It's worth reading.
I read a paper last summer about using experimentation as an OKR validation technique that I think I found because of Trustworthy Experimentation. Can't for the life of me remember what it was called or who it was by (seemingly the theme of this thread 
), but it sounds similar
Drop the link if/when you do remember!
After an increasingly pathetic series of searches through my dropbox, I went back to Trustworthy Experiments and found the name of paper, "Measuring Metrics." Available here! https://www.exp-platform.com/Documents/2016CIKM_MeasuringMetrics.pdf …
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