- Trustworthy Online Controlled Experiments: Five Puzzling Outcomes Explained
- Online Controlled Experiments at Large Scale
- Seven Pitfalls to Avoid in Experiments
- 12 A/B Split Testing Mistakes
- 3 Top Mistakes that Invalidate A/B Test Results
- Seven Rules of Thumb for Web Site Experiments
- Online Experimentation at Microsoft
- [Online Controlled Experiments and A/B Tests](http://www.exp-platform.com/Documents/2015%20Online%20Controlled%20Experiments_EncyclopediaOfMLDM.pd