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Online controlled experiments are the primary tool for measuring the causal impact of product changes in digital businesses. It is increasingly common for digital products and services to interact with customers in a personalised way. Using…

Methodology · Statistics 2021-07-02 C. H. Bryan Liu , Benjamin Paul Chamberlain

Online Controlled Experiments (OCE) are the gold standard to measure impact and guide decisions for digital products and services. Despite many methodological advances in this area, the scarcity of public datasets and the lack of a…

Applications · Statistics 2022-01-19 C. H. Bryan Liu , Ângelo Cardoso , Paul Couturier , Emma J. McCoy

Estimating the effects of long-term treatments through A/B testing is challenging. Treatments, such as updates to product functionalities, user interface designs, and recommendation algorithms, are intended to persist within the system for…

Econometrics · Economics 2025-12-30 Shan Huang , Chen Wang , Yuan Yuan , Jinglong Zhao , Brocco , Zhang

Learning heterogeneous treatment effects (HTEs) is an important problem across many fields. Most existing methods consider the setting with a single treatment arm and a single outcome metric. However, in many real world domains, experiments…

Machine Learning · Computer Science 2022-06-13 Leon Yao , Caroline Lo , Israel Nir , Sarah Tan , Ariel Evnine , Adam Lerer , Alex Peysakhovich

Randomized experiments on social networks pose statistical challenges, due to the possibility of interference between units. We propose new methods for estimating attributable treatment effects in such settings. The methods do not require…

Methodology · Statistics 2015-10-13 David S. Choi

Randomized controlled trials often enroll participants whose characteristics differ from those of a target population, which can limit the generalizability of the estimated treatment effects when effect modifiers differ across populations.…

Methodology · Statistics 2026-05-15 Lan Wen , Issa J. Dahabreh , Yu-Han Chiu

Platform trials are multi-arm designs that simultaneously evaluate multiple treatments for a single disease within the same overall trial structure. Unlike traditional randomized controlled trials, they allow treatment arms to enter and…

Methodology · Statistics 2024-12-16 Michele Santacatterina , Federico Macchiavelli Giron , Xinyi Zhang , Ivan Diaz

We present unexpected findings from a large-scale benchmark study evaluating Conditional Average Treatment Effect (CATE) estimation algorithms, i.e., CATE models. By running 16 modern CATE models on 12 datasets and 43,200 sampled variants…

Machine Learning · Statistics 2025-02-21 Haining Yu , Yizhou Sun

A/B tests are the gold standard for evaluating digital experiences on the web. However, traditional "fixed-horizon" statistical methods are often incompatible with the needs of modern industry practitioners as they do not permit continuous…

To effectively optimize and personalize treatments, it is necessary to investigate the heterogeneity of treatment effects. With the wide range of users being treated over many online controlled experiments, the typical approach of manually…

Methodology · Statistics 2022-11-07 John Cai , Weinan Wang

Methods for estimating heterogeneous treatment effects (HTE) from observational data have largely focused on continuous or binary outcomes, with less attention paid to survival outcomes and almost none to settings with competing risks. In…

Methodology · Statistics 2024-09-30 Shenbo Xu , Raluca Cobzaru , Stan N. Finkelstein , Roy E. Welsch , Kenney Ng , Zach Shahn

Experimentation is widely utilized for causal inference and data-driven decision-making across disciplines. In an A/B experiment, for example, an online business randomizes two different treatments (e.g., website designs) to their customers…

Methodology · Statistics 2025-01-15 Wenxuan Guo , JungHo Lee , Panos Toulis

While sample sizes in randomized clinical trials are large enough to estimate the average treatment effect well, they are often insufficient for estimation of treatment-covariate interactions critical to studying data-driven precision…

Machine Learning · Statistics 2020-04-22 Steve Yadlowsky , Fabio Pellegrini , Federica Lionetto , Stefan Braune , Lu Tian

Online controlled experiments play a crucial role in enabling data-driven decisions across a wide range of companies. Variance reduction is an effective technique to improve the sensitivity of experiments, achieving higher statistical power…

Machine Learning · Computer Science 2024-07-24 Hao Zhou , Kun Sun , Shaoming Li , Yangfeng Fan , Guibin Jiang , Jiaqi Zheng , Tao Li

We offer a non-parametric plug-in estimator for an important measure of treatment effect variability and provide minimum conditions under which the estimator is asymptotically efficient. The stratum specific treatment effect function or…

Methodology · Statistics 2018-12-27 Jonathan Levy , Mark van der Laan , Alan Hubbard , Romain Pirracchio

Estimating heterogeneous treatment effects with machine learning has attracted substantial attention in both academic research and industrial practice. However, the two communities often evaluate models under markedly different conditions.…

Machine Learning · Computer Science 2026-05-26 George Panagopoulos

We study user sentiment (reported via optional surveys) as a metric for fully randomized A/B tests. Both user-level covariates and treatment assignment can impact response propensity. We propose a set of consistent estimators for the…

Methodology · Statistics 2019-06-27 Ercan Yildiz , Joshua Safyan , Marc Harper

In social media platforms, user behavior is often influenced by interactions with other users, complicating the accurate estimation of causal effects in traditional A/B experiments. This study investigates situations where an individual's…

Social and Information Networks · Computer Science 2024-02-21 Lu Deng , Yilin Li , JingJing Zhang , Yong Wang , Chuan Chen

Accurate estimation of treatment effects in online A/B testing is challenging with zero-inflated and skewed metrics. Traditional tests, like Welch's t-test, often lack sensitivity with heavy-tailed data due to their reliance on means, as…

Methodology · Statistics 2025-10-07 Kevin Charette , Tristan Boudreault

Randomization tests and flexible treatment-effect models offer complementary strengths for analyzing data from randomized panel experiments: the former provide valid inference under the known assignment mechanism, while the latter can…

Methodology · Statistics 2026-05-12 Fangnan Zheng , Yao Zhang