Seven pitfalls to avoid when running controlled experiments on the web.

Thomas Crook Brian Frasca Ron Kohavi Roger Longbotham Seven pitfalls to avoid when running controlled experiments on the web. 1105-1114 2009 KDD http://doi.acm.org/10.1145/1557019.1557139 conf/kdd/2009 db/conf/kdd/kdd2009.html#CrookFKL09