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Hypothesis Testing
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.. note::	
	* [wiki] `A/B testing <https://en.wikipedia.org/wiki/A/B_testing>`_
	* [paper] `Top Challenges from the first Practical Online Controlled Experiments Summit <https://assets.amazon.science/aa/77/f51fed7541779e7844c64933799e/top-challenges-from-the-first-practical-online-controlled-experiments-summit.pdf>`_ 

		* Section 5: Heterogeniety in Treatmnt Effect
		* Section 3: Long-term effects 
		* Section 4: Overall evaluation criterion metric	
	* The Example of Computational Advertising Bing: `Counterfactual Reasoning and Learning Systems <https://arxiv.org/abs/1209.2355>`_	
	* `Estimation and Inference of Heterogeneous Treatment Effects using Random Forests <https://arxiv.org/abs/1510.04342>`_
	* [chrisstucchio.com] `Bayesian Bandits - optimizing click throughs with statistics <https://www.chrisstucchio.com/blog/2013/bayesian_bandit.html>`_
	* `Amazon papers <https://www.amazon.science/tag/a-b-testing>`_

.. seealso::
	* [nathanieldake.com] `Bayesian A/B Testing <https://www.nathanieldake.com/Machine_Learning/08-Bayesian_Machine_Learning-02-Bayesian-AB-Testing.html>`_	
	* `Bandit Algorithms <https://ece.iisc.ac.in/~aditya/E1245_Online_Prediction_Learning_F2018/lattimore-szepesvari18bandit-algorithms.pdf>`_
	* `Misunderstandings between experimentalists and observationalists about causal inference <https://dash.harvard.edu/bitstream/handle/1/4142695/King_Misunderstandings.pdf?sequence=2&isAllowed=y>`_
	* useless [interviewquery.com] `Statistics & A/B Testing Interview Questions <https://www.interviewquery.com/p/statistics-ab-testing-interview-questions>`_

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Classical Inference
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Generic Setup
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Likelihood Ratio Test (LRT)
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Specific Setup
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Mean Difference : Wald Test
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Multinomial Parameter Value : Chi-Squared Test
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Two Sample Test : Permutation Test
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Bayesian Inference
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