Abstract: A system for creating and evaluating experiments includes a learning repository configured to store learning data and a definer module configured to define business objectives and to generate one or more hypotheses based on the business objectives. The definer module is further configured to design experiments associated with the hypotheses. The system also includes a design module configured to determine experiment parameters associated with each of the experiments based on the hypotheses and to validate each of the experiments and an execution module configured to execute the experiments. The system further includes an analysis module configured to analyze the results of the experiments and to generate output data and a communication network coupled to the learning repository, the definer module, the design module, the execution module and the analysis module. The communication network facilitates information flow between the learning repository and the various modules.