Have it both ways : from A/B testing to A&B testing with exceptional model mining

Wouter Duivesteijn, Tara Farzami, Thijs Putman, Evertjan Peer, Hilde J.P. Weerts, Jasper N. Adegeest, Gerson Foks, Mykola Pechenizkiy

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/CongresprocedureConferentiebijdrageAcademicpeer review

1 Citaat (Scopus)
2 Downloads (Pure)

Samenvatting

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.

Originele taal-2Engels
TitelMachine Learning and Knowledge Discovery in Databases - European Conference, ECML PKDD 2017, Proceedings
RedacteurenMichelangelo Ceci, Saso Dzeroski, Donato Malerba, Yasemin Altun, Kamalika Das, Jesse Read, Marinka Zitnik, Jerzy Stefanowski, Taneli Mielikäinen
Plaats van productieCham
UitgeverijSpringer
Pagina's114-126
Aantal pagina's13
ISBN van elektronische versie978-3-319-71273-4
ISBN van geprinte versie978-3-319-71272-7
DOI's
StatusGepubliceerd - 30 dec 2017
EvenementEuropean Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases, ECML PKDD 2017 - Skopje, Macedonië
Duur: 18 sep 201722 sep 2017

Publicatie series

NaamLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume10536 LNAI
ISSN van geprinte versie0302-9743
ISSN van elektronische versie1611-3349

Congres

CongresEuropean Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases, ECML PKDD 2017
LandMacedonië
StadSkopje
Periode18/09/1722/09/17

    Vingerafdruk

Citeer dit

Duivesteijn, W., Farzami, T., Putman, T., Peer, E., Weerts, H. J. P., Adegeest, J. N., ... Pechenizkiy, M. (2017). Have it both ways : from A/B testing to A&B testing with exceptional model mining. In M. Ceci, S. Dzeroski, D. Malerba, Y. Altun, K. Das, J. Read, M. Zitnik, J. Stefanowski, ... T. Mielikäinen (editors), Machine Learning and Knowledge Discovery in Databases - European Conference, ECML PKDD 2017, Proceedings (blz. 114-126). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 10536 LNAI). Cham : Springer. https://doi.org/10.1007/978-3-319-71273-4_10