Diagnosing Sample Ratio Mismatch in Online Controlled Experiments

Accurately learning what delivers value to customers is difficult. Online Controlled Experiments (OCEs), aka A/B tests, are becoming a standard operating procedure in software companies to address this challenge as they can detect small causal changes in user behavior due to product modifications (e.g. new features). However, like any data analysis method, OCEs are sensitive to trustworthiness and data quality issues which, if go unaddressed or...