“We don’t have to guess, just test,” Expedia's president and CEO, Dara Khosrowshahi says. “What we find is one-third of ideas work, one-third are things the consumer doesn’t care about, and one-third fail. The difference between failure and success can be so small. You need to harness audiences that over time will show if you it’s a good or bad feature.” Here are five lessons CMO took away from Expedia’s test-and-learn approach that every brand can benefit from. Get the full story at CMO