This chapter examines companies that have mastered online experimentation, like Microsoft, and discusses the infrastructure required for any company, even those outside the tech industry, to effectively utilize online experimentation. It explores the basic A/B experiment, which involves putting the current system and a slightly modified version in an experiment to determine which is most effective. The chapter also highlights the benefits of testing a large amount of data and testing it often, providing insight for numerous incremental changes that collectively lead to significant improvements. It also emphasizes the value of an experiment that can be generalized to other situations. It examines three models for organizing experimentation, outlining the pros and cons of each approach: a centralized model, a decentralized model, and a center-of-excellence model. The chapter closes by discussing some additional aspects of organizing for experimentation, including the importance of well-defined metrics, ensuring experimental results are digestible and understandable, and fostering a company culture that will trust the validity of your experiments and value their addition to the organization.