Data mining Experimentation Knowledge Discovery Measurement 
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
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. Nevertheless, A/B testing has challenges and blind spots, such as: the difficulty of identifying suitable metrics that give "works well" a measurable meaning.
The Unofficial Google Data Science Blog
JANUARY 14, 2016
by AMIR NAJMI Running live experiments on large-scale online services (LSOS) is an important aspect of data science. We must therefore maintain statistical rigor in quantifying experimental uncertainty. In this post we explore how and why we can be “ data-rich but information-poor ”. And an LSOS is awash in data, right?
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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.
The Unofficial Google Data Science Blog
FEBRUARY 29, 2016
Despite a very large number of experimental units, the experiments conducted by LSOS cannot presume statistical significance of all effects they deem practically significant. The result is that experimenters can’t afford to be sloppy about quantifying uncertainty. In statistics, such segments are often called “blocks” or “strata”.
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