{"id":"https://openalex.org/W2112508839","doi":"https://doi.org/10.1145/2487575.2488217","title":"Online controlled experiments at large scale","display_name":"Online controlled experiments at large scale","publication_year":2013,"publication_date":"2013-08-11","ids":{"openalex":"https://openalex.org/W2112508839","doi":"https://doi.org/10.1145/2487575.2488217","mag":"2112508839"},"language":"en","primary_location":{"id":"doi:10.1145/2487575.2488217","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2487575.2488217","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 19th ACM SIGKDD international conference on Knowledge discovery and data mining","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5037339239","display_name":"Ron Kohavi","orcid":null},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Ron Kohavi","raw_affiliation_strings":["Microsoft, Redmond, WA, USA","Microsoft Redmond, WA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Microsoft, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]},{"raw_affiliation_string":"Microsoft Redmond, WA, USA#TAB#","institution_ids":["https://openalex.org/I1290206253"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5075519075","display_name":"Alex Deng","orcid":"https://orcid.org/0000-0002-8116-5602"},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Alex Deng","raw_affiliation_strings":["Microsoft, Redmond, WA, USA","Microsoft Redmond, WA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Microsoft, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]},{"raw_affiliation_string":"Microsoft Redmond, WA, USA#TAB#","institution_ids":["https://openalex.org/I1290206253"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5089128609","display_name":"Brian Frasca","orcid":null},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Brian Frasca","raw_affiliation_strings":["Microsoft, Redmond, WA, USA","Microsoft Redmond, WA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Microsoft, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]},{"raw_affiliation_string":"Microsoft Redmond, WA, USA#TAB#","institution_ids":["https://openalex.org/I1290206253"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5031583581","display_name":"Toby Walker","orcid":null},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Toby Walker","raw_affiliation_strings":["Microsoft, Redmond, WA, USA","Microsoft Redmond, WA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Microsoft, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]},{"raw_affiliation_string":"Microsoft Redmond, WA, USA#TAB#","institution_ids":["https://openalex.org/I1290206253"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5114062370","display_name":"Ya Xu","orcid":null},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Ya Xu","raw_affiliation_strings":["Microsoft, Redmond, WA, USA","Microsoft Redmond, WA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Microsoft, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]},{"raw_affiliation_string":"Microsoft Redmond, WA, USA#TAB#","institution_ids":["https://openalex.org/I1290206253"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5039731523","display_name":"Nils P\u00f6hlmann","orcid":null},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Nils Pohlmann","raw_affiliation_strings":["Microsoft, Redmond, WA, USA","Microsoft Redmond, WA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Microsoft, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]},{"raw_affiliation_string":"Microsoft Redmond, WA, USA#TAB#","institution_ids":["https://openalex.org/I1290206253"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":6,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":25.8141,"has_fulltext":false,"cited_by_count":432,"citation_normalized_percentile":{"value":0.99701719,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":100},"biblio":{"volume":null,"issue":null,"first_page":"1168","last_page":"1176"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11235","display_name":"Statistical Methods in Clinical Trials","score":0.9937000274658203,"subfield":{"id":"https://openalex.org/subfields/2613","display_name":"Statistics and Probability"},"field":{"id":"https://openalex.org/fields/26","display_name":"Mathematics"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T11235","display_name":"Statistical Methods in Clinical Trials","score":0.9937000274658203,"subfield":{"id":"https://openalex.org/subfields/2613","display_name":"Statistics and Probability"},"field":{"id":"https://openalex.org/fields/26","display_name":"Mathematics"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10206","display_name":"Meta-analysis and systematic reviews","score":0.9646999835968018,"subfield":{"id":"https://openalex.org/subfields/1804","display_name":"Statistics, Probability and Uncertainty"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12255","display_name":"Biosimilars and Bioanalytical Methods","score":0.9399999976158142,"subfield":{"id":"https://openalex.org/subfields/2403","display_name":"Immunology"},"field":{"id":"https://openalex.org/fields/24","display_name":"Immunology and Microbiology"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.7124115824699402},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.6689630746841431},{"id":"https://openalex.org/keywords/debugging","display_name":"Debugging","score":0.6297696828842163},{"id":"https://openalex.org/keywords/scalability","display_name":"Scalability","score":0.617411732673645},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.4566762149333954},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.44647490978240967},{"id":"https://openalex.org/keywords/scale","display_name":"Scale (ratio)","score":0.43512290716171265},{"id":"https://openalex.org/keywords/key","display_name":"Key (lock)","score":0.4267956018447876},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.4171420931816101},{"id":"https://openalex.org/keywords/focus","display_name":"Focus (optics)","score":0.41279804706573486},{"id":"https://openalex.org/keywords/computer-security","display_name":"Computer security","score":0.23633304238319397},{"id":"https://openalex.org/keywords/database","display_name":"Database","score":0.1271572709083557},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.10659381747245789}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7124115824699402},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.6689630746841431},{"id":"https://openalex.org/C168065819","wikidata":"https://www.wikidata.org/wiki/Q845566","display_name":"Debugging","level":2,"score":0.6297696828842163},{"id":"https://openalex.org/C48044578","wikidata":"https://www.wikidata.org/wiki/Q727490","display_name":"Scalability","level":2,"score":0.617411732673645},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.4566762149333954},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.44647490978240967},{"id":"https://openalex.org/C2778755073","wikidata":"https://www.wikidata.org/wiki/Q10858537","display_name":"Scale (ratio)","level":2,"score":0.43512290716171265},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.4267956018447876},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4171420931816101},{"id":"https://openalex.org/C192209626","wikidata":"https://www.wikidata.org/wiki/Q190909","display_name":"Focus (optics)","level":2,"score":0.41279804706573486},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.23633304238319397},{"id":"https://openalex.org/C77088390","wikidata":"https://www.wikidata.org/wiki/Q8513","display_name":"Database","level":1,"score":0.1271572709083557},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.10659381747245789},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0},{"id":"https://openalex.org/C120665830","wikidata":"https://www.wikidata.org/wiki/Q14620","display_name":"Optics","level":1,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1145/2487575.2488217","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2487575.2488217","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 19th ACM SIGKDD international conference on Knowledge discovery and data mining","raw_type":"proceedings-article"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.404.9510","is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.404.9510","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://www.exp-platform.com/Documents/2013 controlledExperimentsAtScale.pdf","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","score":0.6399999856948853,"id":"https://metadata.un.org/sdg/9"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":27,"referenced_works":["https://openalex.org/W27564556","https://openalex.org/W575598456","https://openalex.org/W580742390","https://openalex.org/W655637859","https://openalex.org/W1486094596","https://openalex.org/W1553296127","https://openalex.org/W1568732389","https://openalex.org/W1572450073","https://openalex.org/W1607251678","https://openalex.org/W1975566260","https://openalex.org/W2013821356","https://openalex.org/W2049131636","https://openalex.org/W2059707463","https://openalex.org/W2075460018","https://openalex.org/W2081814119","https://openalex.org/W2104942079","https://openalex.org/W2108126284","https://openalex.org/W2110216803","https://openalex.org/W2110228583","https://openalex.org/W2126002144","https://openalex.org/W2144981148","https://openalex.org/W2151251992","https://openalex.org/W2160092878","https://openalex.org/W2169113736","https://openalex.org/W2753533763","https://openalex.org/W4248239127","https://openalex.org/W6676237016"],"related_works":["https://openalex.org/W4321442002","https://openalex.org/W2015265939","https://openalex.org/W2284072287","https://openalex.org/W2611067230","https://openalex.org/W2480201319","https://openalex.org/W2387706296","https://openalex.org/W2155788121","https://openalex.org/W4235469518","https://openalex.org/W362492756","https://openalex.org/W2890345561"],"abstract_inverted_index":{"Web-facing":[0],"companies,":[1],"including":[2],"Amazon,":[3],"eBay,":[4],"Etsy,":[5],"Facebook,":[6],"Google,":[7],"Groupon,":[8],"Intuit,":[9],"LinkedIn,":[10],"Microsoft,":[11],"Netflix,":[12],"Shop":[13],"Direct,":[14],"StumbleUpon,":[15],"Yahoo,":[16],"and":[17,27,68,73,88,94,119,150,195,214,229,261],"Zynga":[18],"use":[19,34],"online":[20],"controlled":[21,36,86,92,238],"experiments":[22,37,47,55,87,93],"to":[23,80,133,170,199,227,243],"guide":[24],"product":[25],"development":[26],"accelerate":[28],"innovation.":[29],"At":[30],"Microsoft's":[31],"Bing,":[32],"the":[33,71,76,82,89,107,116,123,164,181,251],"of":[35,97,140,146,160,163,189,220,222,237],"has":[38,269],"grown":[39],"exponentially":[40],"over":[41,44],"time,":[42],"with":[43,210],"200":[45],"concurrent":[46,141],"now":[48],"running":[49,85],"on":[50,176,231],"any":[51],"given":[52,115],"day.":[53],"Running":[54],"at":[56,136],"large":[57,287],"scale":[58],"requires":[59],"addressing":[60],"multiple":[61],"challenges":[62],"in":[63,250],"three":[64],"areas:":[65],"cultural/organizational,":[66],"engineering,":[67],"trustworthiness.":[69],"On":[70,122,180],"cultural":[72],"organizational":[74],"front,":[75,183],"larger":[77],"organization":[78],"needs":[79],"learn":[81],"reasons":[83],"for":[84],"tradeoffs":[90],"between":[91,202],"other":[95],"methods":[96],"evaluating":[98],"ideas.":[99],"We":[100],"discuss":[101],"why":[102],"negative":[103,273],"experiments,":[104,142],"which":[105],"degrade":[106],"user":[108],"experience":[109],"short":[110],"term,":[111],"should":[112],"be":[113],"run,":[114],"learning":[117],"value":[118],"long-term":[120],"benefits.":[121],"engineering":[124],"side,":[125],"we":[126,184,193,196,276],"architected":[127],"a":[128,186],"highly":[129],"scalable":[130],"system,":[131],"able":[132],"handle":[134],"data":[135],"massive":[137],"scale:":[138],"hundreds":[139,219],"each":[143],"containing":[144],"millions":[145,221],"users.":[147],"Classical":[148],"testing":[149],"debugging":[151],"techniques":[152],"no":[153],"longer":[154],"apply":[155],"when":[156],"there":[157],"are":[158,168,262],"billions":[159],"live":[161],"variants":[162],"site,":[165],"so":[166],"alerts":[167],"used":[169],"identify":[171],"issues":[172],"rather":[173],"than":[174,247],"relying":[175],"heavy":[177],"up-front":[178],"testing.":[179],"trustworthiness":[182],"have":[185],"high":[187],"occurrence":[188],"false":[190],"positives":[191],"that":[192,275],"address,":[194],"alert":[197],"experimenters":[198],"statistical":[200],"interactions":[201],"experiments.":[203,239],"The":[204,267],"Bing":[205],"Experimentation":[206],"System":[207],"is":[208],"credited":[209],"having":[211],"accelerated":[212],"innovation":[213],"increased":[215],"annual":[216],"revenues":[217],"by":[218,224,259],"dollars,":[223],"allowing":[225],"us":[226,285],"find":[228],"focus":[230],"key":[232,257,280],"ideas":[233,255],"evaluated":[234],"through":[235],"thousands":[236],"A":[240],"1%":[241,260],"improvement":[242],"revenue":[244],"equals":[245],"more":[246],"$10M":[248],"annually":[249],"US,":[252],"yet":[253],"many":[254,272],"impact":[256],"metrics":[258],"not":[263],"well":[264],"estimated":[265],"a-priori.":[266],"system":[268],"also":[270],"identified":[271],"features":[274],"avoided":[277],"deploying,":[278],"despite":[279],"stakeholders'":[281],"early":[282],"excitement,":[283],"saving":[284],"similar":[286],"amounts.":[288]},"counts_by_year":[{"year":2026,"cited_by_count":7},{"year":2025,"cited_by_count":22},{"year":2024,"cited_by_count":18},{"year":2023,"cited_by_count":38},{"year":2022,"cited_by_count":39},{"year":2021,"cited_by_count":40},{"year":2020,"cited_by_count":58},{"year":2019,"cited_by_count":47},{"year":2018,"cited_by_count":43},{"year":2017,"cited_by_count":39},{"year":2016,"cited_by_count":47},{"year":2015,"cited_by_count":25},{"year":2014,"cited_by_count":7},{"year":2013,"cited_by_count":1},{"year":2012,"cited_by_count":1}],"updated_date":"2026-06-19T17:40:00.097472","created_date":"2025-10-10T00:00:00"}
