Puzzling outcomes in A/B testing
A fun upcoming KDD 2012 paper out of Microsoft, "Trustworthy Online Controlled Experiments: Five Puzzling Outcomes Explained" (PDF), has a lot of great insights into A/B testing and real issues you hit with A/B testing. It's a light and easy read, definitely worthwhile. Selected excerpts:We present ... puzzling outcomes of controlled experiments that we analyzed deeply to understand and explain ..
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Trustworthy Online Controlled Experiments: Five Puzzling Outcomes Explained
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