Practical guide to controlled experiments on the web: listen to your customers not to the hippo

@inproceedings{Kohavi2007PracticalGT,
  title={Practical guide to controlled experiments on the web: listen to your customers not to the hippo},
  author={Ron Kohavi and Randal M. Henne and Dan Sommerfield},
  booktitle={KDD},
  year={2007}
}
The web provides an unprecedented opportunity to evaluate ideas quickly using controlled experiments, also called randomized experiments (single factor or factorial designs), A/B tests (and their generalizations), split tests, Control/Treatment tests, and parallel flights. Controlled experiments embody the best scientific design for establishing a causal relationship between changes and their influence on user-observable behavior. We provide a practical guide to conducting online experiments… CONTINUE READING
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