The American Statistician
Volume 78, 2024 - Issue 2
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General
Statistical Challenges in Online Controlled Experiments: A Review of A/B Testing Methodology
Nicholas Larsena Department of Statistics, North Carolina State University, Raleigh, CA
, Jonathan Stallricha Department of Statistics, North Carolina State University, Raleigh, CA
https://orcid.org/0000-0002-0180-9309
Srijan Senguptaa Department of Statistics, North Carolina State University, Raleigh, CA
https://orcid.org/0000-0001-6889-8599
Alex Dengb Airbnb, Seattle, WA
, Ron Kohavic Sole Proprietor, Los Altos, CA
& Nathaniel T. Stevensd Department of Statistics & Actuarial Science, University of Waterloo, Waterloo, CanadaCorrespondence[email protected]
https://orcid.org/0000-0001-6149-5797
Pages 135-149
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Received 14 Dec 2022, Accepted 31 Aug 2023, Published online: 18 Oct 2023
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