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This paper examines how spillover effects in A/B testing can impede organizational progress and develops strategies for mitigating these challenges. We identify a phenomenon termed ``seesaw experimentation'', where a firm's overall…

General Economics · Economics 2025-01-16 Jin Li , Ye Luo , Xiaowei Zhang

A/B testing has become the cornerstone of decision-making in online markets, guiding how platforms launch new features, optimize pricing strategies, and improve user experience. In practice, we typically employ the pairwise $t$-test to…

Machine Learning · Statistics 2025-10-29 Junpeng Gong , Chunkai Wang , Hao Li , Jinyong Ma , Haoxuan Li , Xu He

From scientific experiments to online A/B testing, the previously observed data often affects how future experiments are performed, which in turn affects which data will be collected. Such adaptivity introduces complex correlations between…

Machine Learning · Statistics 2018-01-03 Xinkun Nie , Xiaoying Tian , Jonathan Taylor , James Zou

Online evaluation of machine learning models is typically conducted through A/B experiments. Sequential statistical tests are valuable tools for analysing these experiments, as they enable researchers to stop data collection early without…

Methodology · Statistics 2025-10-08 Alexey Kurennoy , Majed Dodin , Tural Gurbanov , Ana Peleteiro Ramallo

The unreal high flows may appear on the actually congested links in the result when a monotonically increasing link travel time function of flow volume is adopted in traffic assignment. The fixed link flow results of a static traffic…

Systems and Control · Electrical Eng. & Systems 2020-06-02 Shengxue He

Two-sided marketplaces are standard business models of many online platforms (e.g., Amazon, Facebook, LinkedIn), wherein the platforms have consumers, buyers or content viewers on one side and producers, sellers or content-creators on the…

Social and Information Networks · Computer Science 2021-10-28 Preetam Nandy , Divya Venugopalan , Chun Lo , Shaunak Chatterjee

The goal of traffic management is efficiently utilizing network resources via adapting of source sending rates and routes selection. Traditionally, this problem is formulated into a utilization maximization problem. The single-path routing…

Networking and Internet Architecture · Computer Science 2015-03-19 Ying Liu , Hongying Liu , Ke Xu , Meng Shen , Yifeng Zhong

Controlled experiments (A/B tests or randomized field experiments) are the de facto standard to make data-driven decisions when implementing changes and observing customer responses. The methodology to analyze such experiments should be…

Applications · Statistics 2020-03-06 Shafi Kamalbasha , Manuel J. A. Eugster

Many digital platforms offer advertisers experimentation tools like Meta's Lift and A/B tests to optimize their ad campaigns. Lift tests compare outcomes between users eligible to see ads versus users in a no-ad control group. In contrast,…

General Economics · Economics 2025-09-01 Gordon Burtch , Robert Moakler , Brett R. Gordon , Poppy Zhang , Shawndra Hill

Controlled experimentation, also called A/B testing, is widely adopted to accelerate product innovations in the online world. However, how fast we innovate can be limited by how we run experiments. Most experiments go through a "ramp up"…

Applications · Statistics 2018-01-26 Ya Xu , Weitao Duan , Shaochen Huang

We numerically investigate jamming transitions in complex heterogeneous networks. Inspired by Internet routing protocols, we study a general model that incorporates local traffic information through a tunable parameter. The results show…

Statistical Mechanics · Physics 2007-05-23 Pablo Echenique , Jesus Gomez-Gardenes , Yamir Moreno

Estimation of social influence in networks can be substantially biased in observational studies due to homophily and network correlation in exposure to exogenous events. Randomized experiments, in which the researcher intervenes in the…

Social and Information Networks · Computer Science 2017-09-28 Sean J. Taylor , Dean Eckles

Randomized experiments is a key part of product development in the tech industry. It is often necessary to run programs of exclusive experiments, i.e., experiments that cannot be run on the same units during the same time. These programs…

Methodology · Statistics 2020-12-21 Mårten Schultzberg , Oskar Kjellin , Johan Rydberg

Although delay-based congestion control protocols such as FAST promise to deliver better performance than traditional TCP Reno, they have not yet been widely incorporated to the Internet. Several factors have contributed to their lack of…

Networking and Internet Architecture · Computer Science 2014-05-22 Miguel Rodríguez Pérez , Sergio Herrería-Alonso , Manuel Fernández-Veiga , Cándido López-García

This paper considers the problem of routing and rebalancing a shared fleet of autonomous (i.e., self-driving) vehicles providing on-demand mobility within a capacitated transportation network, where congestion might disrupt throughput. We…

Multiagent Systems · Computer Science 2017-08-15 Rick Zhang , Federico Rossi , Marco Pavone

The conclusions of randomized controlled trials may be biased when the outcome of one unit depends on the treatment status of other units, a problem known as interference. In this work, we study interference in the setting of one-sided…

Methodology · Statistics 2022-11-01 Jennifer Brennan , Vahab Mirrokni , Jean Pouget-Abadie

Online controlled experiments, colloquially known as A/B-tests, are the bread and butter of real-world recommender system evaluation. Typically, end-users are randomly assigned some system variant, and a plethora of metrics are then…

Information Retrieval · Computer Science 2024-07-31 Olivier Jeunen , Shubham Baweja , Neeti Pokharna , Aleksei Ustimenko

We describe the results of a randomized controlled trial of video-streaming algorithms for bitrate selection and network prediction. Over the last eight months, we have streamed 14.2 years of video to 56,000 users across the Internet.…

Networking and Internet Architecture · Computer Science 2020-07-14 Francis Y. Yan , Hudson Ayers , Chenzhi Zhu , Sadjad Fouladi , James Hong , Keyi Zhang , Philip Levis , Keith Winstein

In data centers, tasks are dispatched to various servers to evenly distribute the workload. When a data center considers implementing a new scheduling algorithm, it typically conducts an A/B test prior to deployment to assess the real-world…

Methodology · Statistics 2026-05-29 Nanshan Jia , Ramesh Johari , Nian Si , Zeyu Zheng

Road congestion induces significant costs across the world, and road network disturbances, such as traffic accidents, can cause highly congested traffic patterns. If a planner had control over the routing of all vehicles in the network,…

Optimization and Control · Mathematics 2021-06-07 Daniel A. Lazar , Erdem Bıyık , Dorsa Sadigh , Ramtin Pedarsani
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