理解用户意图:超越AB测试--Chad Davis.pdf
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1、Chad Davis, Qcon 2014 Shanghai1 Understanding user intent Beyond A / B testing Chad Davis, Qcon 2014 Shanghai2 Technology to product Sereal: faster object serialization CSS:Compressor : faster CSS compression Brick: scalable on-site search Hadoop: Loyalty metrics and deals Redis: Server-side session
2、 storage Perl: B ! Chad Davis, Qcon 2014 Shanghai3 User research studies Chad Davis, Qcon 2014 Shanghai4 Iterative development via A / B tests Chad Davis, Qcon 2014 Shanghai5 Iterative development via A / B tests Product to technology Chad Davis, Qcon 2014 Shanghai6 Brick: the search engine Demand f
3、or flexible / forgiving search Customizing ElasticSearch, closer to Lucene Prototype a small server wrapping Lucene Chad Davis, Qcon 2014 Shanghai7 A / A experiments: Same experience Customers in base are performing N searches Customers in variant are searching 20% more What is happening? Chad Davis
4、, Qcon 2014 Shanghai8 Simulations and false positive rate Auto-complete search A / A / A experiment ( three identical cases ) VariantCancellations (conf.) V0 ( control group )= 0 % ( by definition ) V1 ( no change vs V0 )- 6 % ( not significant ) V2 ( no change vs V0 )+ 97 % ( significant ) Chad Dav
5、is, Qcon 2014 Shanghai9 Simulations and false positive rate Simulating 1000 A / A experiments : At some point during the experimentation : 771 experiments out of 1.000 reached 90% significance Only at the end of the experimentation : 100 experiments out of 1.000 were significant at 90% statistical-
6、ghosts.html Chad Davis, Qcon 2014 Shanghai10 Interacting experiments Feature X User feedback Y Without Feature XWith Feature X Without User Feedback Y Without Feature X Without User Feedback Y With Feature X Without User Feedback Y With User Feedback Y Without Feature X With User Feedback Y With Fea
7、ture X With User Feedback Y Chad Davis, Qcon 2014 Shanghai11 Beyond conversion: Search metrics Click-through-rate (CTR) Disambiguations Searches per session (cf. Web search) Chad Davis, Qcon 2014 Shanghai12 Web marketing: search is intent Chad Davis, Qcon 2014 Shanghai13 Context and ambiguity Chad D
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