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14 - Choosing a Randomization Unit

from Part IV - Advanced Topics for Building an Experimentation Platform

Published online by Cambridge University Press:  13 March 2020

Ron Kohavi
Affiliation:
Microsoft
Diane Tang
Affiliation:
Google
Ya Xu
Affiliation:
LinkedIn
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Summary

Why you care: The choice of randomization unit is critical in experiment design, as it affects both the user experience as well as what metrics can be used in measuring the impact of an experiment. When building an experimentation system, you need to think through what options you want to make available. Understanding the options and the considerations to use when choosing amongst them will lead to improved experiment design and analysis.

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Chapter
Information
Trustworthy Online Controlled Experiments
A Practical Guide to A/B Testing
, pp. 166 - 170
Publisher: Cambridge University Press
Print publication year: 2020

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