2024 State of Business
Experimentation: Measure
up with analytical leaders
Many new business ideas don’t break even. Many companies are held back by an inability to convert their customer-permissioned data into meaningful insights.
For many top companies, they’re turning to business experimentation to address this issue head-on. Business experimentation is the process that allows them to filter out any excess noise and make decisions that are well-informed, and data driven.
Mastercard conducted a survey in 2024 to understand current trends in business experimentation in the retail and restaurant industries. This annual survey was completed by over 100 Mastercard Test & Learn® clients. In this report, you can:
Learn about emerging business trends
View trends dissected by business function
Understand testing practices
See how testing can create business value
Learn what other leading companies are testing and how they’re testing
Broken out by industry, the results show insightful trends:
Not all decisions can be made with your gut alone. Nearly half — 46% in the retail industry and 42% in the restaurant industry — of business ideas do not break even or result in proving an initial hypothesis.
59% of retailers are investing in space allocation
86% of restaurants are investing in new product or category marketing
To learn more about the current trends in business experimentation and see how you stack up, download the report.