WikipediaExecution of a business or digital strategy is done as a big bang, with large initiatives such as site redesigns and transactional systems taking 6–12 months to develop and often an additional 6–12 months before they deliver any results. As of 2007, a trend has emerged where companies adopt a more iterative approach to rolling out their strategies, one which leverages a series of smaller tests, which are carefully measured and analyzed and used to modify or optimize the digital strategy.