Google is one of the few large companies that gets one fundamental rule of the Internet: Trying stuff is cheaper than deciding whether to try it. (Compare the cost of paying and feeding someone to do a few weeks of P* hacking to the full cost of the meetings that went into a big company decision.)
Don't overplan something. Just do it half-assed to start with, then throw more people at it to fix it if it works. Worked for every successful Google project from AdWords to Google Maps.