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Online experiments such as Randomised Controlled Trials (RCTs) or A/B-tests are the bread and butter of modern platforms on the web. They are conducted continuously to allow platforms to estimate the causal effect of replacing system…
Online controlled experiment (also called A/B test or experiment) is the most important tool for decision-making at a wide range of data-driven companies like Microsoft, Google, Meta, etc. Metric computation is the core procedure for…
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…
The development of electronic commerce is characterized with anonymity, uncertainty, lack of control and potential opportunism. Therefore, the success of electronic commerce significantly depends on providing security and privacy for its…
eBay's experimentation platform runs hundreds of A/B tests on any given day. The platform integrates with the tracking infrastructure and customer experience servers, provides the sampling service for experiments, and has the responsibility…
Modern business is rushing toward e-commerce. If the transition is done properly, it enables better management, new services, lower transaction costs and better customer relations. Success depends on skilled information technologists, among…
Tech companies (e.g., Google or Facebook) often use randomized online experiments and/or A/B testing primarily based on the average treatment effects to compare their new product with an old one. However, it is also critically important to…
The evaluation of recommendation systems is a complex task. The offline and online evaluation metrics for recommender systems are ambiguous in their true objectives. The majority of recently published papers benchmark their methods using…
A/B testing methodology is generally performed by private companies to increase user engagement and satisfaction about online features. Their usage is far from being transparent and may undermine user autonomy (e.g. polarizing individual…
Proponents of blockchains believe that this technology will revolutionize e-commerce. To evaluate this belief, we invite several groups of students to transact on a decentralized peer-to-peer marketplace built on the platform provided by…
A/B testing is widexly used in the industry to optimize customer facing websites. Many companies employ experimentation specialists to facilitate and improve the process of A/B testing. Here, we present the application of A/B testing to…
Technology firms conduct randomized controlled experiments ("A/B tests") to learn which actions to take to improve business outcomes. In firms with mature experimentation platforms, experimentation programs can consist of many thousands of…
With the advancement in the marketing channel, the use of e-commerce has increased tremendously therefore the basic objective of this study is to analyze the impact of business analytics and decision support systems on e-commerce in small…
Before A/B testing online a new version of a recommender system, it is usual to perform some offline evaluations on historical data. We focus on evaluation methods that compute an estimator of the potential uplift in revenue that could…
In the past decade, the technology industry has adopted online randomized controlled experiments (a.k.a. A/B testing) to guide product development and make business decisions. In practice, A/B tests are often implemented with increasing…
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…
A/B testing, or controlled experiments, is the gold standard approach to causally compare the performance of algorithms on online platforms. However, conventional Bernoulli randomization in A/B testing faces many challenges such as…
So-called 'fast fashion' consumption, amplified through cost-effective e-commerce, constitutes a major factor negatively impacting climate change. A recently noted strategy to motivate consumers to more sustainable decisions is digital…
Exploring online behavior change is imperative for societal progress in the context of 21st-century challenges. We analyze 148 articles (2000-2023) focusing on behavior change in the digital space and build a map that categorizes behaviors,…
Online retailers execute a very large number of price updates when compared to brick-and-mortar stores. Even a few mis-priced items can have a significant business impact and result in a loss of customer trust. Early detection of anomalies…