## Helpful Papers on A/B Testing

- [Trustworthy Online Controlled Experiments: Five Puzzling Outcomes Explained](https://drive.google.com/file/d/0B1rFjV5jOsTPMUtFbHRDSUF6bWM/view) 
- [Online Controlled Experiments at Large Scale](http://www.exp-platform.com/Documents/2013%20controlledExperimentsAtScale.pdf)
- [Seven Pitfalls to Avoid in Experiments](http://ai.stanford.edu/~ronnyk/2009-ExPpitfalls.pdf)
- [12 A/B Split Testing Mistakes](https://conversionxl.com/12-ab-split-testing-mistakes-i-see-businesses-make-all-the-time/)
- [3 Top Mistakes that Invalidate A/B Test Results](https://www.widerfunnel.com/3-mistakes-invalidate-ab-test-results/)
- [Seven Rules of Thumb for Web Site Experiments](http://www.exp-platform.com/Documents/2014%20experimentersRulesOfThumb.pdf)
- [Online Experimentation at Microsoft](http://ai.stanford.edu/~ronnyk/ExPThinkWeek2009Public.pdf)
- [Online Controlled Experiments and A/B Tests](http://www.exp-platform.com/Documents/2015%20Online%20Controlled%20Experiments_EncyclopediaOfMLDM.pdf)
- [Desiging and Deploying Online Experiments](https://arxiv.org/pdf/1409.3174.pdf)
- [Pitfalls of Online Long-Term Experiments](http://www.exp-platform.com/Documents/2016%20IEEEBigDataLongRunningControlledExperiments.pdf)
- [Controlled Experiments on the web: survey and practical guide](https://ai.stanford.edu/~ronnyk/2009controlledExperimentsOnTheWebSurvey.pdf)
- [Overlapping Expeirment Infrastructure: More, Better, Faster Experimentation](https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/36500.pdf)
- [Data Wheel of Death](https://www.coelevate.com/essays/growth-data-mistakes?utm_campaign=Revue%20newsletter&utm_medium=Newsletter&utm_source=revue)
- [Continuous Experimentation](https://simons.berkeley.edu/sites/default/files/docs/5572/simonsrj.pdf)
- [Meta-Analysis of Online Experiments](http://www.qubit.com/sites/default/files/pdf/qubit_meta_analysis.pdf)
- [Constrained Bayesian Optimization with Noisy Experiments](https://arxiv.org/pdf/1706.07094.pdf)
- [From Infrastructure to Culture: A/B Testing Challenges in Large Scale Social Networks](https://content.linkedin.com/content/dam/engineering/site-assets/pdfs/ABTestingSocialNetwork_share.pdf)
- [Statistical Inference in Two-Stage Online Controlled Experiments with Treatment Selection and Validation](http://www.exp-platform.com/Documents/p609-deng.pdf)
- [Always Valid Inference: Continuous Monitoring of A/B Tests](https://simons.berkeley.edu/sites/default/files/docs/5572/simonsrj.pdf)
- [The New Stats Engine](http://pages.optimizely.com/rs/optimizely/images/stats_engine_technical_paper.pdf)