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We develop an analytical framework to appropriately model and adequately analyze A/B tests in presence of nonparametric nonstationarities in the targeted business metrics. A/B tests, also known as online randomized controlled experiments, have been used at scale by data-driven enterprises to guide decisions and test innovative ideas to improve core business metrics. Meanwhile, nonstationarities, such as the time-of-day effect and the day-of-week effect, can often arise nonparametrically in key business metrics involving purchases, revenue, conversions, customer experiences, and so on. First, we develop a generic nonparametric stochastic model to capture nonstationarities in A/B test experiments, where each sample represents a visit or action associated with a time label. We build a practically relevant limiting regime to facilitate analyzing large-sample estimator performances under nonparametric nonstationarities. Second, we show that ignoring or inadequately addressing nonstationarities can cause standard A/B test estimators to have suboptimal variance and nonvanishing bias, therefore leading to loss of statistical efficiency and accuracy. We provide a new estimator that views time as a continuous strata and performs poststratification with a data-dependent number of stratification levels. Without making parametric assumptions, we prove a central limit theorem for the proposed estimator and show that the estimator attains the best achievable asymptotic variance and is asymptotically unbiased. Third, we propose a time-grouped randomization that is designed to balance treatment and control assignments at granular time scales. We show that when the time-grouped randomization is integrated to standard experimental designs to generate experiment data, simple A/B test estimators can achieve asymptotically optimal variance. A brief account of numerical experiments are conducted to illustrate the analysis. This paper was accepted by Baris Ata, stochastic models and simulation. Supplemental Material: The online appendices and data files are available at https://doi.org/10.1287/mnsc.2022.01205 .
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Semiparametric Efficient Inference in Adaptive Experiments
We consider the problem of efficient inference of the Average Treatment Effect in a sequential experiment where the policy governing the assignment of subjects to treatment or control can change over time. We first provide a central limit theorem for the Adaptive Augmented Inverse-Probability Weighted estimator, which is semiparametric efficient, under weaker assumptions than those previously made in the literature. This central limit theorem enables efficient inference at fixed sample sizes. We then consider a sequential inference setting, deriving both asymptotic and nonasymptotic confidence sequences that are considerably tighter than previous methods. These anytime-valid methods enable inference under data-dependent stopping times (sample sizes). Additionally, we use propensity score truncation techniques from the recent off-policy estimation literature to reduce the finite sample variance of our estimator without affecting the asymptotic variance. Empirical results demonstrate that our methods yield narrower confidence sequences than those previously developed in the literature while maintaining time-uniform error control.
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- PAR ID:
- 10529412
- Publisher / Repository:
- Proceedings of Machine Learning Research
- Date Published:
- Volume:
- 236
- Format(s):
- Medium: X
- Location:
- Causal Learning and Reasoning, 2024
- Sponsoring Org:
- National Science Foundation
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Accepted Manuscript1.0
- Conference Paper:
- The DOI is not currently available.
