Review: Online Experiments Done Right

Trustworthy Online Controlled Experiments: Five Puzzling Outcomes Explained by Ron Kohavi, Alex Deng, Brian Frasca, Roger Longbotham, Toby Walker and Ya Xu. There are a lot of people doing online A/B and multivariate testing these days, but few of them bring as much analytic rigor to the process as Ronny Kohavi and his colleagues. Ronny…