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The American Statistician
Volume 78, 2024 - Issue 2
General
Statistical Challenges in Online Controlled Experiments: A Review of A/B Testing Methodology
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Jonathan Stallricha Department of Statistics, North Carolina State University, Raleigh, CAhttps://orcid.org/0000-0002-0180-9309
https://orcid.org/0000-0002-0180-9309, Srijan Senguptaa Department of Statistics, North Carolina State University, Raleigh, CAhttps://orcid.org/0000-0001-6889-8599
https://orcid.org/0000-0001-6889-8599, , & Nathaniel T. Stevensd Department of Statistics & Actuarial Science, University of Waterloo, Waterloo, CanadaCorrespondence[email protected]
https://orcid.org/0000-0001-6149-5797
https://orcid.org/0000-0001-6149-5797