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"Accelerating software innovation through trustworthy experimentation"

"The Experimentation Platform (ExP) was a project headed by Ronny Kohavi at Microsoft from 2006.  It went live in 2007 and the team was merged into Bing in 2010.  In 2014, the team split from Bing with the goal of making more groups at Microsoft data driven with experimentation. As of 2019, over 15 major product groups at Microsoft were using ExP, including Bing, Edge, Exchange, Identity, MSN, Office client, Office online, Photos, Skype, Speech, Store, Teams, Windows, and Xbox. Ronny Kohavi was a Technical Fellow and Corporate Vice President of Analysis & Experimentation until Nov 2019 when he left the Microsoft.  He was then Vice President and Technical Fellow at Airbnb. He is now consulting and teaching."

"Statistical Challenges in Online Controlled Experiments: A Review of A/B Testing Methodology (PDF) Nicholas Larsen, Jonathan Stallrich, Srijan Sengupta, Alex Deng, Ron Kohavi & Nathaniel T. Steven In The American Statistician (2023). Supplement Abstract: The rise of internet-based services and products in the late 1990s brought about an unprecedented opportunity for online businesses to engage in large scale data-driven decision making. Over the past two decades, organizations such as Airbnb, Alibaba, Amazon, Baidu, Booking.com, Alphabet’s Google, LinkedIn, Lyft, Meta’s Facebook, Microsoft, Netflix, Twitter, Uber, and Yandex have invested tremendous resources in online controlled experiments (OCEs) to assess the impact of innovation on their customers and businesses. Running OCEs at scale has presented a host of challenges requiring solutions from many domains. In this article we review challenges that require new statistical methodologies to address them. In particular, we discuss the practice and culture of online experimentation, as well as its statistics literature, placing the current methodologies within their relevant statistical lineages and providing illustrative examples of OCE applications. Our goal is to raise academic statisticians’ awareness of these new research opportunities to increase collaboration between academia and the online industry."

"A/B Testing Intuition Busters: Common Misunderstandings in Online Controlled Experiments Ron Kohavi, Alex Deng, and Lukas Vermeer. In Proceedings of the 28th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’22), August 14-18, 2022, Washington DC, USA."

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