Experimental Designs for a/B Testing in Marketplaces

Time series experiments, in which experimental units receive a sequence of treatments over time, are frequently employed in many technological companies to evaluate the performance of a newly developed policy, product, or treatment relative to a baseline control. Many existing A/B testing solutions assume a fully observable experimental environment that satisfies the Markov condition, which often does not hold in practice.

This paper studies the optimal design for A/B testing in partially observable environments. We introduce a controlled (vector) autoregressive moving average model to capture partial observability. We introduce a small signal asymptotic framework to simplify the analysis of asymptotic mean squared errors of average treatment effect estimators under various designs. We develop two algorithms to estimate the optimal design: one utilizing constrained optimization and the other employing reinforcement learning. We demonstrate the superior performance of our designs using a dispatch simulator and two real datasets from a ride-sharing company.

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Institute of AI in Management LMU Munich