long-term evaluation

DataFunTalk

Dec 20, 2023 · Fundamentals

Evaluating Long-Term Effects of Strategies with A/B Experiments: Methods and Case Studies

This article examines why A/B experiments often capture only short‑term impacts, categorises external and internal causes of short‑term bias, and presents seven industry‑tested approaches—including user‑learning models, personalized recommendation adjustments, surrogate metrics, and bias correction techniques—to reliably estimate long‑term strategy effectiveness, illustrated with real business cases.