Paper2009
Controlled Experiments on the Web: Survey and Practical Guide
Ron Kohavi, Roger Longbotham, Dan Sommerfield & Randal M. Henne
Argues that online controlled experiments are cheap enough to run constantly, and catalogues the practical failure modes — from clock skew to novelty effects — that make a technically correct A/B test still mislead.
link checked 17 Sept 2026FreeIntermediate