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Experiment design and modeling for long-term studies in ads

The Unofficial Google Data Science Blog

by HENNING HOHNHOLD, DEIRDRE O'BRIEN, and DIANE TANG In this post we discuss the challenges in measuring and modeling the long-term effect of ads on user behavior. We describe experiment designs which have proven effective for us and discuss the subtleties of trying to generalize the results via modeling.

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Changing assignment weights with time-based confounders

The Unofficial Google Data Science Blog

For this reason we don’t report uncertainty measures or statistical significance in the results of the simulation. Ramp-up solution: measure epoch and condition on its effect If one wants to do full traffic ramp-up and use data from all epochs, they must use an adjusted estimator to get an unbiased estimate of the average reward in each arm.

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Using Empirical Bayes to approximate posteriors for large "black box" estimators

The Unofficial Google Data Science Blog

Posteriors are useful to understand the system, measure accuracy, and make better decisions. But most common machine learning methods don’t give posteriors, and many don’t have explicit probability models. In our model, $theta$ doesn’t depend directly on $x$ — all the information in $x$ is captured in $t$.

KDD 40
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Explaining black-box models using attribute importance, PDPs, and LIME

Domino Data Lab

In this article we cover explainability for black-box models and show how to use different methods from the Skater framework to provide insights into the inner workings of a simple credit scoring neural network model. The interest in interpretation of machine learning has been rapidly accelerating in the last decade. See Ribeiro et al.

Modeling 139