Tag Archives: causal model

Companies often want to test the impact of one design decision over another, for example Google might want to compare the current ranking of search results (version A) with an alternative ranking (version B) and evaluate how the modification would affect users’ decisions and click behavior. An experiment to determine this impact on users is known as an A/B test, and many methods have been designed to measure the ‘treatment’ effect of the proposed change.  However, these classical methods typically assume that changing one person’s treatment will not affect others (known as the Stable Unit Treatment Value Assumption or SUTVA). In the Google example, this is typically a valid assumption—showing one user different search results shouldn’t impact another user’s click behavior. But in some situations, SUTVA is violated, and new methods must be introduced to properly measure the effect of design changes. 

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