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Online controlled experiments are at the heart of making data-driven decisions at a diverse set of companies, including Amazon, eBay, Facebook, Google, Microsoft, Yahoo, and Zynga. Small differences in key metrics, on the order of fractions of a percent, may have very significant business implications. At Bing it is not uncommon to see experiments that impact annual revenue by millions of dollars, even tens of millions of dollars, either positively or negatively. With thousands of experimentsdoi:10.1145/2433396.2433413 dblp:conf/wsdm/DengXKW13 fatcat:bwjxty2obzee5powz7lkjmxe3u