2015, Experimentation and Knowledge Discovery

Experiment design and modeling for long-term studies in ads

The Unofficial Google Data Science Blog

OCTOBER 7, 2015

accounting for effects "orthogonal" to the randomization used in experimentation. For example in ads, experiments using cookies (users) as experimental units are not suited to capture the impact of a treatment on advertisers or publishers nor their reaction to it. To see this, imagine you want to study long-term effects in an A/B test.

Modeling

Modeling Experimentation Knowledge Discovery Testing

Changing assignment weights with time-based confounders

The Unofficial Google Data Science Blog

JULY 22, 2020

Instead, we focus on the case where an experimenter has decided to run a full traffic ramp-up experiment and wants to use the data from all of the epochs in the analysis. When there are changing assignment weights and time-based confounders, this complication must be considered either in the analysis or the experimental design.

Experimentation

Experimentation Statistics Testing Strategy

Data Leaders Brief

Experiment design and modeling for long-term studies in ads

Changing assignment weights with time-based confounders

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