Abstract
In traditional A/B testing, we have two variants of the same product, a pool of test subjects, and a measure of success. In a randomized experiment, each test subject is presented with one of the two variants, and the measure of success is aggregated per variant. The variant of the product associated with the most success is retained, while the other variant is discarded. This, however, presumes that the company producing the products only has enough capacity to maintain one of the two product variants. If more capacity is available, then advanced data science techniques can extract more profit for the company from the A/B testing results. Exceptional Model Mining is one such advanced data science technique, which specializes in identifying subgroups that behave differently from the overall population. Using the association model class for EMM, we can find subpopulations that prefer variant A where the general population prefers variant B, and vice versa. This data science technique is applied on data from StudyPortals, a global study choice platform that ran an A/B test on the design of aspects of their website.
Original language | English |
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Title of host publication | Machine Learning and Knowledge Discovery in Databases - European Conference, ECML PKDD 2017, Proceedings |
Editors | Michelangelo Ceci, Saso Dzeroski, Donato Malerba, Yasemin Altun, Kamalika Das, Jesse Read, Marinka Zitnik, Jerzy Stefanowski, Taneli Mielikäinen |
Place of Publication | Cham |
Publisher | Springer |
Pages | 114-126 |
Number of pages | 13 |
ISBN (Electronic) | 978-3-319-71273-4 |
ISBN (Print) | 978-3-319-71272-7 |
DOIs | |
Publication status | Published - 30 Dec 2017 |
Event | 2017 European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases (ECML PKDD 2017) - Skopje, Macedonia, The Former Yugoslav Republic of Duration: 18 Sep 2017 → 22 Sep 2017 http://ecmlpkdd2017.ijs.si/index.html |
Publication series
Name | Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) |
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Volume | 10536 LNAI |
ISSN (Print) | 0302-9743 |
ISSN (Electronic) | 1611-3349 |
Conference
Conference | 2017 European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases (ECML PKDD 2017) |
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Abbreviated title | ECML PKDD 2017 |
Country/Territory | Macedonia, The Former Yugoslav Republic of |
City | Skopje |
Period | 18/09/17 → 22/09/17 |
Internet address |
Keywords
- A/B testing
- Association
- E-commerce
- Exceptional Model Mining
- Online controlled experiments
- Website optimization