====== A/B test ======

AB 테스트 추천 도서 : [[https://www.amazon.com/Trustworthy-Online-Controlled-Experiments-Practical/dp/1108724264|Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing]] [[https://coupa.ng/b7Omnt|쿠팡]]
통계적 지식 뿐 아니라 실제 적용에서 고민해야할 문제들에 대한 상세한 설명이 있다.


[[data_analysis:convergence_testing]]

https://reflectivedata.com/comprehensive-guide-to-statistics-in-a-b-testing/
https://www.slideshare.net/cojette/ab-150118831
https://onlinemix.tistory.com/entry/significant-result-from-ab-testing
https://cxl.com/blog/ab-testing-guide/
https://hbr.org/2017/06/a-refresher-on-ab-testing

Bayesian
https://is.muni.cz/th/wt0tu/Humaj-thesis.pdf
https://brunch.co.kr/@gimmesilver/15
[[https://cdn2.hubspot.net/hubfs/310840/VWO_SmartStats_technical_whitepaper.pdf|VWO_SmartStats_technical_whitepaper]]


[[https://www.researchgate.net/publication/287927836_Sample_Size_Calculation_for_Two_Independent_Groups_A_Useful_Rule_of_Thumb|Sample size calculation for two independent Groups]]


https://www.evanmiller.org/ab-testing/


MAB
http://sanghyukchun.github.io/96/
https://kw94.tistory.com/49
https://sumniya.tistory.com/9


===== 실행순서 ====
  * 가설 : 인터뷰, idea, 기존자료 분석
  * 실험설계 : control/treatment, 지표, bayesian/frequentist
    * Random unit : user/session/page
    * Target unit : 전체 / segment
    * Size : sample, traffic 분배
    * How long : 학습효과
  * 실행 : 모니터링. 오류, 다른 feature들이 떨어지는지, 예상치 못하게 효율이 떨어지는지 (cf. 가드레일 metric)
  * 분석 : traffic 분배 정합성, 샘플수, 다른 segments의 특성, 다른 지표, Bot은 없는지
  * 결정 : 통계적vs실질적 유의도, A/A test->검증

{{tag>data_analysis 실험 experiment ABtest}}
~~DISCUSSION~~