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Neil Menne on Trustworthy Online Controlled Experiments: Five Puzzling Outcomes

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Designing experiments for the web is hard. Making sound business decisions without validation is even harder. This paper looks at experiments that had confusing/misleading/puzzling results. We’ll deconstruct the experiments and the relevant terminology in order to craft better experiences ourselves.

Neil Menne is an engineer at Pylon ai where he has been working on how to manage experiments in conversational experiences and other fun, interesting things.

this is a good way