万事达卡（Mastercard）：2026企业业务实验现状白皮书：在复杂环境中构建信心（英文版）（19页）.pdf

1、WHITE PAPERThe state of business experimentation 2026Building confidence in todays complex environmentContents3 Executive summary Building confidence in decisions amid rising complexity4 The new decision landscape The impact of value pressure,performance variability and tighter budgets6 Experimentat

2、ion as a strategic capability From tactical testing to decision infrastructure7 Top testing trends for 2026 Where organizations are concentrating experimentationTrend 1:AI&predictive technologiesTrend 2:Mobile and digital experienceTrend 3:Modern marketing17 Win with faster,more confident decisions

3、Combining experimentation and AI to drive clarity,alignment and growth2 3The business landscape in 2026 is defined by rising complexity and accelerated expectations.Leaders are navigating a world where decisions must be made faster,across more variables and with less stability in underlying assumpti

4、ons.Market dynamics shift quickly,customer behavior is increasingly segmented and competitive pressure continues to intensify as emerging technologies raise expectations for agility and precision.Across industries,organizations are expected to deliver stronger outcomes with fewer resources and great

5、er scrutiny.As priorities evolve and cycles compress,a new form of pressure has emerged:decision pressure the growing gap between the number of decisions leaders must make and the confidence they hold in making them.In this environment,leading organizations have already made experimentation a core o

6、perating discipline,using it to ground decisions in evidence,understand incremental impact and navigate variability before committing resources at scale.This report draws on insights from more than 100 retailers,restaurants and financial institutions using Mastercard Test&Learn.The state of business