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Trustworthy Online Controlled Experiments : A Practical Guide to A/B Testing
monograph
Author(s):
Ron Kohavi
,
Diane Tang
,
Ya Xu
Publication date
(Online):
March 13 2020
Publisher:
Cambridge University Press
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Online interactive cancer simulations and demos
Author and book information
Book
ISBN (Electronic):
9781108653985
ISBN (Print):
9781108724265
Publication date (Online):
March 13 2020
Publication date (Print):
March 31 2020
DOI:
10.1017/9781108653985
SO-VID:
84718662-ec9f-43bd-bf84-3e89e57c97c4
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Book chapters
pp. 3
Introduction and Motivation
pp. 26
Running and Analyzing Experiments
pp. 39
Twyman’s Law and Experimentation Trustworthiness
pp. 58
Experimentation Platform and Culture
pp. 81
Speed Matters
pp. 90
Organizational Metrics
pp. 102
Metrics for Experimentation and the Overall Evaluation Criterion
pp. 111
Institutional Memory and Meta-Analysis
pp. 116
Ethics in Controlled Experiments
pp. 127
Complementary Techniques
pp. 137
Observational Causal Studies
pp. 153
Client-Side Experiments
pp. 162
Instrumentation
pp. 166
Choosing a Randomization Unit
pp. 171
Ramping Experiment Exposure: Trading Off Speed, Quality, and Risk
pp. 177
Scaling Experiment Analyses
pp. 185
The Statistics behind Online Controlled Experiments
pp. 193
Variance Estimation and Improved Sensitivity: Pitfalls and Solutions
pp. 200
The A/A Test
pp. 209
Triggering for Improved Sensitivity
pp. 219
Sample Ratio Mismatch and Other Trust-Related Guardrail Metrics
pp. 226
Leakage and Interference between Variants
pp. 235
Measuring Long-Term Treatment Effects
pp. 246
References
pp. 266
Index
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