@misc{larsen2022statistical,
  title={Statistical Challenges in Online Controlled Experiments: A Review of A/B Testing Methodology},
  author={Nicholas Larsen and Jonathan Stallrich and Srijan Sengupta and Alex Deng and Ron Kohavi and Nathaniel Stevens},
  year={2022},
  eprint={2212.11366},
  archivePrefix={arXiv},
  primaryClass={stat.AP},
  url={https://arxiv.org/abs/2212.11366}
}