图 书 馆
网上受控实验实用指南：倾听客户的意见，而不是HiPPOPractical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO |
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| 课程网址: | http://videolectures.net/kdd07_kohavi_pctce/ |
| 主讲教师: | Ron Kohavi |
| 开课单位: | 微软公司 |
| 开课时间: | 2007-08-14 |
| 课程语种: | 英语 |
| 中文简介: |  |
| 课程简介: | The web provides an unprecedented opportunity to evaluate ideas quickly using controlled experiments, also called randomized experiments (single-factor or factorial designs), A/B tests (and their generalizations), split tests, Control/Treatment tests, and parallel flights. Controlled experiments embody the best scientific design for establishing a causal relationship between changes and their influence on user-observable behavior. We provide a practical guide to conducting online experiments, where end-users can help guide the development of features. Our experience indicates that significant learning and return-on-investment (ROI) are seen when development teams listen to their customers, not to the Highest Paid Person’s Opinion (HiPPO). We provide several examples of controlled experiments with surprising results. We review the important ingredients of running controlled experiments, and discuss their limitations (both technical and organizational). We focus on several areas that are critical to experimentation, including statistical power, sample size, and techniques for variance reduction. We describe common architectures for experimentation systems and analyze their advantages and disadvantages. We evaluate randomization and hashing techniques, which we show are not as simple in practice as is often assumed. Controlled experiments typically generate large amounts of data, which can be analyzed using data mining techniques to gain deeper understanding of the factors influencing the outcome of interest, leading to new hypotheses and creating a virtuous cycle of improvements. Organizations that embrace controlled experiments with clear evaluation criteria can evolve their systems with automated optimizations and real-time analyses. Based on our extensive practical experience with multiple systems and organizations, we share key lessons that will help practitioners in running trustworthy controlled experiments. |
| 关 键 词: | 随机实验; 受控实验; 数据挖掘技术; 对照实验 |
| 课程来源: | 视频讲座网 |
| 最后编审: | 2020-04-26：chenxin |
| 阅读次数: | 55 |