Controlled experiments on the web: survey and practical guide.

Ron Kohavi Roger Longbotham Dan Sommerfield Randal M. Henne Controlled experiments on the web: survey and practical guide. 140-181 2009 18 Data Min. Knowl. Discov. 1 http://dx.doi.org/10.1007/s10618-008-0114-1 db/journals/datamine/datamine18.html#KohaviLSH09