Richard Fairbank, CEO of Capital One, called test and learn "a marketing revolution that can be applied to many businesses".
However, there is currently no one software package that covers all types of tests, and in some cases significant knowledge of statistics is still required for effective analysis.
In web analytics, for example, firms such as Omniture, WebTrends, and Google have created specialized software.
[1] Companies wanting to conduct Test and Learn must mobilize, track and analyze site and customer data at very granular levels.
In the Harvard Business Review February 2009 article "How to Design Smart Business Experiments",[1] Thomas Davenport discusses the Test and Learn Process, and describes how several companies have overcome these and other barriers to testing.