A/B Testing at Scale: Accelerating Software Innovation

TheInternet provides developers of connected software, including web sites, applications, and devices, an unprecedented opportunity to accelerate innovation by evaluating ideas quickly and accurately using controlled experiments, also known as A/B tests. From front-end user-interface changes to backend algorithms, from search engines (e.g., Google, Bing, Yahoo!) to retailers (e.g., Amazon, eBay, Etsy) to social networking services (e.g., Facebook, LinkedIn, Twitter) to travel services (e.g., Expedia, Airbnb, Booking.com) to many startups, online controlled experiments are now utilized to make data-driven decisions at a wide range of companies. While the theory of a controlled experiment is simple, and dates back to Sir Ronald A. Fisher's experiments at the Rothamsted Agricultural Experimental Station in England in the 1920s, the deployment and evaluation of online controlled experiments at scale (100's of concurrently running experiments) across variety of web sites, mobile apps, and desktop applications presents many pitfalls and new research challenges. In this tutorial we will give an introduction to A/B testing, share key lessons learned from scaling experimentation at Bing to thousands of experiments per year, present real examples, and outline promising directions for future work. The tutorial will go beyond applications of A/B testing in information retrieval and will also discuss on practical and research challenges arising in experimentation on web sites and mobile and desktop apps. Our goal in this tutorial is to teach attendees how to scale experimentation for their teams, products, and companies, leading to better data-driven decisions. We also want to inspire more academic research in the relatively new and rapidly evolving field of online controlled experimentation.