incremental analysis

DaTaobao Tech

Dec 22, 2023 · Big Data

AB Incremental Evaluation and Contamination Mitigation in Social Viral Experiments

The paper defines AB increment, shows how to calculate DAU gains from per‑user visit rates, explains how social viral experiments introduce unidirectional or bidirectional contamination that biases increment estimates, and proposes four probability‑estimation schemes—exponential smoothing, expansion coefficients, and homogeneous‑group sampling—to correct the bias based on experiment design and business context.