Examining User Heterogeneity in Digital Experiments.
SOMANCHI, SRIRAM; ABBASI, AHMED; KELLEY, KEN; DOBOLYI, DAVID; TED TAO YUAN. Examining User Heterogeneity in Digital Experiments. ACM Transactions on Information Systems. Oct2023, Vol. 41 Issue 4, p1-34.ÌýÌýÌýÌýThe article focuses on addressing the challenges related to user heterogeneity in digital experiments, specifically in detecting and analyzing heterogeneous treatment effects (HTEs). The topics covered include proposing a framework for HTE detection, and demonstrating the prevalence and significance of user characteristics in influencing experiment outcomes, emphasizing the importance of considering user heterogeneity in experimentation analysis.ÌýÌýÌýÌý
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