Randomization in Online Experiments

DOI

Most scientists consider randomized experiments to be the best method available to establish causality. On the Internet, during the past twenty-five years, randomized experiments have become common, often referred to as A/B testing. For practical reasons, much A/B testing does not use pseudo-random number generators to implement randomization. Instead, hash functions are used to transform the distribution of identifiers of experimental units into a uniform distribution. Using two large, industry data sets, I demonstrate that the success of hash-based quasi-randomization strategies depends greatly on the hash function used: MD5 yielded good results, while SHA512 yielded less impressive ones.

Identifier
DOI https://doi.org/10.15456/jbnst.2018192.235844
Metadata Access https://www.da-ra.de/oaip/oai?verb=GetRecord&metadataPrefix=oai_dc&identifier=oai:oai.da-ra.de:649538
Provenance
Creator Golyaev, Konstantin
Publisher ZBW - Leibniz Informationszentrum Wirtschaft
Publication Year 2018
Rights Creative Commons Attribution 4.0 (CC-BY); Download
OpenAccess true
Contact ZBW - Leibniz Informationszentrum Wirtschaft
Representation
Language English
Resource Type Collection
Discipline Economics