This service, which is in testing and slated to roll out within a couple months, is designed as a kind of highly customized version of Groupon.

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But the medical testing business has produced two powerhouse roll-ups, and they appear to have lots of growth potential remaining.

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Whereas traditional product development would involve making product decisions using business intuition and knowledge, Zynga turned decision-making on its head by hypothesis-driven product testing, quick analysis and agile roll-out based on how customers behaved.

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