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In online randomized experiments or A/B tests, accurate predictions of participant inclusion rates are of paramount importance. These predictions not only guide experimenters in optimizing the experiment's duration but also enhance the…

Methodology · Statistics 2024-02-06 Lorenzo Masoero , Mario Beraha , Thomas Richardson , Stefano Favaro

The widespread adoption of online randomized controlled experiments (A/B Tests) for decision-making has created ongoing capacity constraints which necessitate interim analyses. As a consequence, platform users are increasingly motivated to…

Applications · Statistics 2025-11-11 Abbas Zaidi , Rina Friedberg , Samir Khan , Yao-Yang Leow , Maulik Soneji , Houssam Nassif , Richard Mudd

During the last few decades, online controlled experiments (also known as A/B tests) have been adopted as a golden standard for measuring business improvements in industry. In our company, there are more than a billion users participating…

Applications · Statistics 2021-08-06 Tao Xiong , Yihan Bao , Penglei Zhao , Yong Wang

Online controlled experimentation is widely adopted for evaluating new features in the rapid development cycle for web products and mobile applications. Measurement of the overall experiment sample is a common practice to quantify the…

Human-Computer Interaction · Computer Science 2022-01-27 Zhenyu Zhao , Yan He , Miao Chen

While there exists a large amount of literature on the general challenges of and best practices for trustworthy online A/B testing, there are limited studies on sample size estimation, which plays a crucial role in trustworthy and efficient…

Methodology · Statistics 2023-08-21 Jing Zhou , Jiannan Lu , Anas Shallah

Randomized A/B tests within online learning platforms represent an exciting direction in learning sciences. With minimal assumptions, they allow causal effect estimation without confounding bias and exact statistical inference even in small…

Methodology · Statistics 2023-06-13 Adam C. Sales , Ethan B. Prihar , Johann A. Gagnon-Bartsch , Neil T. Heffernan

Online experiments in internet systems, also known as A/B tests, are used for a wide range of system tuning problems, such as optimizing recommender system ranking policies and learning adaptive streaming controllers. Decision-makers…

Machine Learning · Computer Science 2025-07-01 Qing Feng , Samuel Daulton , Benjamin Letham , Maximilian Balandat , Eytan Bakshy

On-line experimentation (also known as A/B testing) has become an integral part of software development. To timely incorporate user feedback and continuously improve products, many software companies have adopted the culture of agile…

Applications · Statistics 2019-08-13 Yu Wang , Somit Gupta , Jiannan Lu , Ali Mahmoudzadeh , Sophia Liu

Online controlled experiments, such as A/B-tests, are commonly used by modern tech companies to enable continuous system improvements. Despite their paramount importance, A/B-tests are expensive: by their very definition, a percentage of…

Machine Learning · Computer Science 2024-01-09 Shubham Baweja , Neeti Pokharna , Aleksei Ustimenko , Olivier Jeunen

Online detection of instantaneous changes in the generative process of a data sequence generally focuses on retrospective inference of such change points without considering their future occurrences. We extend the Bayesian Online Change…

Machine Learning · Computer Science 2020-06-25 Diego Agudelo-España , Sebastian Gomez-Gonzalez , Stefan Bauer , Bernhard Schölkopf , Jan Peters

Experimental testing is vital in the optimization of web applications, and as such A/B testing has been widely adopted as a methodology for determining optimal content for many web applications. While some testing platforms provide…

Methodology · Statistics 2017-10-04 Ian E. Fellows

In many contexts it is useful to predict the number of individuals in some population who will initiate a particular activity during a given period. For example, the number of users who will install a software update, the number of…

Machine Learning · Statistics 2025-04-15 Thomas Richardson , Yu Liu , James McQueen , Doug Hains

Digital technology organizations routinely use online experiments (e.g. A/B tests) to guide their product and business decisions. In e-commerce, we often measure changes to transaction- or item-based business metrics such as Average Basket…

Applications · Statistics 2023-04-18 C. H. Bryan Liu , Emma J. McCoy

Companies offering web services routinely run randomized online experiments to estimate the causal impact associated with the adoption of new features and policies on key performance metrics of interest. These experiments are used to…

Methodology · Statistics 2023-07-13 Lorenzo Masoero , Doug Hains , James McQueen

In industry, online randomized controlled experiment (a.k.a. A/B experiment) is a standard approach to measure the impact of a causal change. These experiments have small treatment effect to reduce the potential blast radius. As a result,…

Econometrics · Economics 2025-05-29 Tanmoy Das , Dohyeon Lee , Arnab Sinha

A/B tests serve the purpose of reliably identifying the effect of changes introduced in online services. It is common for online platforms to run a large number of simultaneous experiments by splitting incoming user traffic randomly in…

Machine Learning · Computer Science 2022-10-18 Alexander Buchholz , Vito Bellini , Giuseppe Di Benedetto , Yannik Stein , Matteo Ruffini , Fabian Moerchen

Online experiments (A/B tests) are widely regarded as the gold standard for evaluating recommender system variants and guiding launch decisions. However, a variety of biases can distort the results of the experiment and mislead…

Information Retrieval · Computer Science 2025-09-03 Chen Zheng , Zhenyu Zhao

Experimentation in online digital platforms is used to inform decision making. Specifically, the goal of many experiments is to optimize a metric of interest. Null hypothesis statistical testing can be ill-suited to this task, as it is…

Methodology · Statistics 2024-12-10 Timothy Sudijono , Simon Ejdemyr , Apoorva Lal , Martin Tingley

Online data has the potential to transform how researchers and companies produce election forecasts. Social media surveys, online panels and even comments scraped from the internet can offer valuable insights into political preferences.…

Applications · Statistics 2025-03-20 Alberto Arletti , Maria Letizia Tanturri , Omar Paccagnella

A challenge that machine learning practitioners in the industry face is the task of selecting the best model to deploy in production. As a model is often an intermediate component of a production system, online controlled experiments such…

Machine Learning · Statistics 2021-05-31 Zhenwen Dai , Praveen Chandar , Ghazal Fazelnia , Ben Carterette , Mounia Lalmas-Roelleke
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