<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Chapter 20: Enterprise CRO Implementation

## 20.1 Building a CRO Program

### Program Structure

**Center of Excellence Model:**
- Centralized CRO team
- Distributed execution
- Shared resources
- Standardized methodology

**Team Roles:**
- CRO Director: Strategy and vision
- Experimentation Manager: Test pipeline
- UX Researcher: User insights
- Data Analyst: Measurement
- Developer: Implementation

**Governance Framework:**
- Prioritization framework
- Experiment review board
- Resource allocation
- Risk management

### Technology Stack

**Essential Tools:**
- A/B testing platform
- Analytics suite
- Heat mapping
- Session recording
- User feedback

**Integration Architecture:**
- Single source of truth
- Data warehouse
- ETL processes
- Real-time reporting

## 20.2 Enterprise Testing at Scale

### Test Velocity Optimization

**Parallel Testing:**
- Multi-page experiments
- Segment-specific tests
- Mutually exclusive groups
- Traffic allocation

**Test Prioritization:**
- ICE scoring (Impact, Confidence, Ease)
- PIE framework (Potential, Importance, Ease)
- Opportunity sizing
- Resource constraints

**Program Metrics:**
- Tests per month
- Win rate
- Revenue impact
- Velocity trends

### Organizational Alignment

**Stakeholder Management:**
- Executive sponsorship
- Cross-functional teams
- Communication cadence
- Success stories

**Change Management:**
- Training programs
- Certification processes
- Knowledge sharing
- Best practices

## 20.3 Advanced Experimentation

### Complex Test Designs

**Multivariate Testing:**
- Multiple variables
- Interaction effects
- Full factorial vs fractional
- Statistical power

**Multi-Page Experiments:**
- Funnel optimization
- Consistent experiences
- Attribution challenges
- Technical implementation

**Personalization Tests:**
- Segment-specific variations
- Machine learning models
- Real-time decisioning
- Performance optimization

### Experiment Analysis

**Statistical Methods:**
- Sequential testing
- Bayesian analysis
- CUPED (variance reduction)
- Stratification

**Segment Analysis:**
- Browser breakdown
- Device analysis
- Traffic source
- Geographic

**Long-Term Effects:**
- Novelty detection
- Seasonality
- Cohort analysis
- Retention impact

## 20.4 CRO Maturity Model

| Level | Name | Characteristics |
|-------|------|----------------|
| 1 | Reactive | Ad-hoc testing, limited resources, basic tools, no formal process |
| 2 | Developing | Regular testing, dedicated resources, standard tools, emerging process |
| 3 | Defined | Structured program, full-time team, advanced tools, documented process |
| 4 | Managed | Optimized program, center of excellence, integrated stack, metrics-driven |
| 5 | Optimizing | Innovation leader, industry best practice, custom solutions, continuous improvement |

**Advancement Roadmap:** Capability assessment → gap analysis → investment planning → milestone definition
