Another fun paper on A/B testing out of Ronny Kohavi's group.  One interesting tidbit is that Bing found that every 100ms faster they deliver search result pages to searchers yields 0.6% more in revenue (which is a similar result to an old Amazon test).  Another great piece is the advocacy for not just A/B testing experimental features, but just go ahead and build your entire deployment system so that most software rollouts are done as A/B tests to check for costly bugs (like bad data or big increases in page latency).
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