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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…

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…

Applications · Statistics 2023-03-10 Keyu Nie , Zezhong Zhang , Bingquan Xu , Tao Yuan

In the past decade, AB tests have become the standard method for making product decisions in tech companies. They offer a scientific approach to product development, using statistical hypothesis testing to control the risks of incorrect…

Methodology · Statistics 2024-02-20 Mårten Schultzberg , Sebastian Ankargren , Mattias Frånberg

AB-testing is a very popular technique in web companies since it makes it possible to accurately predict the impact of a modification with the simplicity of a random split across users. One of the critical aspects of an AB-test is its…

Machine Learning · Statistics 2015-02-02 Cyrille Dubarry

AB testing aids business operators with their decision making, and is considered the gold standard method for learning from data to improve digital user experiences. However, there is usually a gap between the requirements of practitioners,…

Machine Learning · Computer Science 2023-07-28 Srivas Chennu , Andrew Maher , Christian Pangerl , Subash Prabanantham , Jae Hyeon Bae , Jamie Martin , Bud Goswami

Artificial intelligence (AI) technology has become increasingly prevalent and transforms our everyday life. One important application of AI technology is the development of autonomous vehicles (AV). However, the reliability of an AV needs…

Applications · Statistics 2023-12-04 Simin Zheng , Lu Lu , Yili Hong , Jian Liu

A/B testing, also known as controlled experiment, bucket testing or splitting testing, has been widely used for evaluating a new feature, service or product in the data-driven decision processes of online websites. The goal of A/B testing…

Applications · Statistics 2016-10-26 Bai Jiang , Xiaolin Shi , Hongwei Shang , Zhigeng Geng , Alyssa Glass

With the extensive use of digital devices, online experimental platforms are commonly used to conduct experiments to collect data for evaluating different variations of products, algorithms, and interface designs, a.k.a., A/B tests. In…

Methodology · Statistics 2024-07-09 Qiong Zhang , Lulu Kang , Xinwei Deng

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

A/B tests are typically analyzed via frequentist p-values and confidence intervals; but these inferences are wholly unreliable if users endogenously choose samples sizes by *continuously monitoring* their tests. We define *always valid*…

Statistics Theory · Mathematics 2019-07-18 Ramesh Johari , Leo Pekelis , David J. Walsh

We propose a method that combines the closed testing framework with the concept of safe anytime-valid inference (SAVI) to compute lower confidence bounds for the true discovery proportion in a multiple testing setting. The proposed…

Methodology · Statistics 2026-04-23 Friederike Preusse

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 promise of increased road safety is a key motivator for the development of automated vehicles (AV). Yet, demonstrating that an AV is as safe as, or even safer than, a human-driven vehicle has proven to be challenging. Should an AV be…

Robotics · Computer Science 2022-11-07 Max Winkelmann , Constantin Vasconi , Steffen Müller

The safety of Automated Vehicles (AVs) must be assured before their release and deployment. The current approach to evaluation relies primarily on (i) testing AVs on public roads or (ii) track testing with scenarios defined in a test…

Other Computer Science · Computer Science 2017-02-21 Ding Zhao , Xianan Huang , Huei Peng , Henry Lam , David J. LeBlanc

We introduce a new framework for sample-efficient model evaluation that we call active testing. While approaches like active learning reduce the number of labels needed for model training, existing literature largely ignores the cost of…

Machine Learning · Statistics 2021-06-15 Jannik Kossen , Sebastian Farquhar , Yarin Gal , Tom Rainforth

Standard A/B tests in online experiments face statistical power challenges when testing multiple candidates simultaneously, while adaptive experimental designs (AED) alone fall short in inferring experiment statistics such as the average…

Machine Learning · Computer Science 2025-06-04 Qining Zhang , Tanner Fiez , Yi Liu , Wenyang Liu

Modern application of A/B tests is challenging due to its large scale in various dimensions, which demands flexibility to deal with multiple testing sequentially. The state-of-the-art practice first reduces the observed data stream to…

Methodology · Statistics 2022-09-14 Hui Xu , Weinan Wang

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 controlled experiments, or A/B tests, are large-scale randomized trials in digital environments. This paper investigates the estimands of the difference-in-means estimator in these experiments, focusing on scenarios with repeated…

Methodology · Statistics 2024-11-12 Sebastian Ankargren , Mattias Frånberg , Mårten Schultzberg

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
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