Experiment design and modeling for long-term studies in ads
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
Nevertheless, A/B testing has challenges and blind spots, such as: the difficulty of identifying suitable metrics that give "works well" a measurable meaning. Second, even if we could account for all of them, it would still be difficult to predict which ones interact with the A/B treatment (most of them don’t), and what the effect would be.
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