Experiment design and modeling for long-term studies in ads
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
A small but persistent team of data scientists within Google’s Search Ads has been pursuing item #2 since about 2008, leading to a much improved understanding of the long-term user effects we miss when running typical short A/B tests. In this blog post, we summarize that paper and refer you to it for details. 2] Ron Kohavi, Randal M.
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