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2 - Running and Analyzing Experiments

An End-to-End Example

from Part I - Introductory Topics for Everyone

Published online by Cambridge University Press:  13 March 2020

Ron Kohavi ,
Diane Tang  and
Ya Xu
Ron Kohavi
Affiliation:
Microsoft
Diane Tang
Affiliation:
Google
Ya Xu
Affiliation:
LinkedIn
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Summary

In Chapter 1, we reviewed what controlled experiments are and the importance of getting real data for decision making rather than relying on intuition. The example in this chapter explores the basic principles of designing, running, and analyzing an experiment. These principles apply to wherever software is deployed, including web servers and browsers, desktop applications, mobile applications, game consoles, assistants, and more. To keep it simple and concrete, we focus on a website optimization example. In Chapter 12, we highlight the differences when running experiments for thick clients, such as native desktop and mobile apps.

Type
Chapter
Information
Trustworthy Online Controlled Experiments
A Practical Guide to A/B Testing
 , pp. 26 - 38
Publisher: Cambridge University Press
Print publication year: 2020

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