{"id":"https://openalex.org/W4290927948","doi":"https://doi.org/10.1145/3534678.3539160","title":"A/B Testing Intuition Busters","display_name":"A/B Testing Intuition Busters","publication_year":2022,"publication_date":"2022-08-12","ids":{"openalex":"https://openalex.org/W4290927948","doi":"https://doi.org/10.1145/3534678.3539160"},"language":"en","primary_location":{"id":"doi:10.1145/3534678.3539160","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3534678.3539160","pdf_url":null,"source":{"id":"https://openalex.org/S4363608767","display_name":"Proceedings of the 28th ACM SIGKDD Conference on Knowledge Discovery and Data Mining","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 28th ACM SIGKDD 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":[],"countries":[],"is_corresponding":true,"raw_author_name":"Ron Kohavi","raw_affiliation_strings":["Kohavi, Los Altos, CA, USA"],"affiliations":[{"raw_affiliation_string":"Kohavi, Los Altos, CA, USA","institution_ids":[]}]},{"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/I4401726968","display_name":"Airbnb (United States)","ror":"https://ror.org/03xxf5v12","country_code":null,"type":"company","lineage":["https://openalex.org/I4401726968"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Alex Deng","raw_affiliation_strings":["Airbnb Inc, Seattle, WA, USA"],"affiliations":[{"raw_affiliation_string":"Airbnb Inc, Seattle, WA, USA","institution_ids":["https://openalex.org/I4401726968"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5031956439","display_name":"Lukas Vermeer","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Lukas Vermeer","raw_affiliation_strings":["Vista, Delft, Netherlands"],"affiliations":[{"raw_affiliation_string":"Vista, Delft, Netherlands","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5037339239"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":7.9365,"has_fulltext":false,"cited_by_count":21,"citation_normalized_percentile":{"value":0.98186528,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":99},"biblio":{"volume":null,"issue":null,"first_page":"3168","last_page":"3177"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11875","display_name":"Statistics Education and Methodologies","score":0.9836000204086304,"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/T11875","display_name":"Statistics Education and Methodologies","score":0.9836000204086304,"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/T11235","display_name":"Statistical Methods in Clinical Trials","score":0.9803000092506409,"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/T12814","display_name":"Gaussian Processes and Bayesian Inference","score":0.9318000078201294,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/intuition","display_name":"Intuition","score":0.900897741317749},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6577668786048889},{"id":"https://openalex.org/keywords/implementation","display_name":"Implementation","score":0.6083139181137085},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.501018762588501},{"id":"https://openalex.org/keywords/management-science","display_name":"Management science","score":0.3316088914871216},{"id":"https://openalex.org/keywords/software-engineering","display_name":"Software engineering","score":0.22030377388000488},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.18600857257843018},{"id":"https://openalex.org/keywords/cognitive-science","display_name":"Cognitive science","score":0.1829756200313568},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.13357919454574585}],"concepts":[{"id":"https://openalex.org/C132010649","wikidata":"https://www.wikidata.org/wiki/Q189222","display_name":"Intuition","level":2,"score":0.900897741317749},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6577668786048889},{"id":"https://openalex.org/C26713055","wikidata":"https://www.wikidata.org/wiki/Q245962","display_name":"Implementation","level":2,"score":0.6083139181137085},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.501018762588501},{"id":"https://openalex.org/C539667460","wikidata":"https://www.wikidata.org/wiki/Q2414942","display_name":"Management science","level":1,"score":0.3316088914871216},{"id":"https://openalex.org/C115903868","wikidata":"https://www.wikidata.org/wiki/Q80993","display_name":"Software engineering","level":1,"score":0.22030377388000488},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.18600857257843018},{"id":"https://openalex.org/C188147891","wikidata":"https://www.wikidata.org/wiki/Q147638","display_name":"Cognitive science","level":1,"score":0.1829756200313568},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.13357919454574585}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1145/3534678.3539160","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3534678.3539160","pdf_url":null,"source":{"id":"https://openalex.org/S4363608767","display_name":"Proceedings of the 28th ACM SIGKDD Conference on Knowledge Discovery and Data Mining","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 28th ACM SIGKDD Conference on Knowledge Discovery and Data Mining","raw_type":"proceedings-article"},{"id":"pmh:oai:share.osf.io:1cfd45fe-fc1b-41fb-a827-206bfa5e1b2d","is_oa":false,"landing_page_url":"https://osf.io/wx4k2","pdf_url":null,"source":{"id":"https://openalex.org/S4306401127","display_name":"OSF Preprints (OSF Preprints)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I2799848540","host_organization_name":"Center for Open Science","host_organization_lineage":["https://openalex.org/I2799848540"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Project"},{"id":"pmh:oai:share.osf.io:E0242-F1A-649","is_oa":false,"landing_page_url":"http://osf.io/wx4k2/","pdf_url":null,"source":{"id":"https://openalex.org/S4306401127","display_name":"OSF Preprints (OSF Preprints)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I2799848540","host_organization_name":"Center for Open Science","host_organization_lineage":["https://openalex.org/I2799848540"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"project"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.5899999737739563,"display_name":"Industry, innovation and infrastructure"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":32,"referenced_works":["https://openalex.org/W1897139626","https://openalex.org/W1967388327","https://openalex.org/W1975566260","https://openalex.org/W2069523442","https://openalex.org/W2070815407","https://openalex.org/W2095720871","https://openalex.org/W2102945991","https://openalex.org/W2104942079","https://openalex.org/W2105824687","https://openalex.org/W2112223757","https://openalex.org/W2112508839","https://openalex.org/W2114688149","https://openalex.org/W2117480173","https://openalex.org/W2118699776","https://openalex.org/W2119303750","https://openalex.org/W2144981148","https://openalex.org/W2183510664","https://openalex.org/W2322006099","https://openalex.org/W2408017125","https://openalex.org/W2584778415","https://openalex.org/W2594899909","https://openalex.org/W2736848882","https://openalex.org/W2761630330","https://openalex.org/W2779567337","https://openalex.org/W2884579191","https://openalex.org/W2946387282","https://openalex.org/W2979658147","https://openalex.org/W3011423189","https://openalex.org/W3134564321","https://openalex.org/W4210743765","https://openalex.org/W4248033998","https://openalex.org/W6676237016"],"related_works":["https://openalex.org/W1964111820","https://openalex.org/W1485630101","https://openalex.org/W2083338789","https://openalex.org/W1501086624","https://openalex.org/W2112690207","https://openalex.org/W2158757796","https://openalex.org/W2741796204","https://openalex.org/W1596157658","https://openalex.org/W4244853187","https://openalex.org/W2063727421"],"abstract_inverted_index":{"A/B":[0,41],"tests,":[1],"or":[2],"online":[3],"controlled":[4,20],"experiments,":[5],"are":[6,22,47],"heavily":[7],"used":[8],"in":[9],"industry":[10],"to":[11,55,64,83,89],"evaluate":[12],"implementations":[13],"of":[14],"ideas.":[15],"While":[16],"the":[17,59],"statistics":[18],"behind":[19,61],"experiments":[21],"well":[23],"documented":[24],"and":[25,44,63,66],"some":[26,33],"basic":[27],"pitfalls":[28],"known,":[29],"we":[30],"have":[31],"observed":[32],"seemingly":[34],"intuitive":[35,92],"concepts":[36],"being":[37],"touted,":[38],"including":[39],"by":[40],"tool":[42],"vendors":[43],"agencies,":[45],"which":[46],"misleading,":[48],"often":[49],"badly":[50],"so.":[51],"Our":[52],"goal":[53],"is":[54],"describe":[56],"these":[57,91],"misunderstandings,":[58],"\"intuition\"":[60],"them,":[62],"explain":[65],"bust":[67],"that":[68,77],"intuition":[69],"with":[70],"solid":[71],"statistical":[72],"reasoning.":[73],"We":[74],"provide":[75],"recommendations":[76],"experimentation":[78],"platform":[79],"designers":[80],"can":[81],"implement":[82],"make":[84,90],"it":[85],"harder":[86],"for":[87],"experimenters":[88],"mistakes.":[93]},"counts_by_year":[{"year":2025,"cited_by_count":4},{"year":2024,"cited_by_count":9},{"year":2023,"cited_by_count":8}],"updated_date":"2026-04-05T17:49:38.594831","created_date":"2025-10-10T00:00:00"}
