相关论文: $t$-Testing the Waters: Empirically Validating Ass…

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…

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…

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 $T$-test is probably the most popular statistical test; it is routinely recommended by the textbooks. The applicability of the test relies upon the validity of normal or Student's approximation to the distribution of Student's statistic…

The standard A/B testing approaches are mostly based on t-test in large scale industry applications. These standard approaches however suffers from low statistical power in business settings, due to nature of small sample-size or…

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…

A/B testing is an important decision-making tool in product development for evaluating user engagement or satisfaction from a new service, feature or product. The goal of A/B testing is to estimate the average treatment effects (ATE) of a…

Linear models are foundational tools in statistics and ubiquitous across the applied sciences. However, conventional statistical inference -- such as $t$-tests and $F$-tests -- are only valid at fixed sample sizes, making them unsuitable…

A/B test, a simple type of controlled experiment, refers to the statistical procedure of experimenting to compare two treatments applied to test subjects. For example, many IT companies frequently conduct A/B tests on their users who are…

Marketers often use A/B testing as a tool to compare marketing treatments in a test stage and then deploy the better-performing treatment to the remainder of the consumer population. While these tests have traditionally been analyzed using…

In an A/B test, the typical objective is to measure the total average treatment effect (TATE), which measures the difference between the average outcome if all users were treated and the average outcome if all users were untreated. However,…

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…

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*…

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…

A/B testing is the foundation of decision-making in online platforms, yet social products often suffer from network interference: user interactions cause treatment effects to spill over into the control group. Such spillovers bias causal…

We address the problem of A/B testing, a widely used protocol for evaluating the potential improvement achieved by a new decision system compared to a baseline. This protocol segments the population into two subgroups, each exposed to a…

A/B tests are often required to be conducted on subjects that might have social connections. For e.g., experiments on social media, or medical and social interventions to control the spread of an epidemic. In such settings, the SUTVA…

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…

We develop a theoretical framework for sample splitting in A/B testing environments, where data for each test are partitioned into two splits to measure methodological performance when the true impacts of tests are unobserved. We show that…

A/B tests have been widely adopted across industries as the golden rule that guides decision making. However, the long-term true north metrics we ultimately want to drive through A/B test may take a long time to mature. In these situations,…