Experimentation for Engineers: From A/B Testing to Bayesian Optimization. by David Sweet This book is really great, and I highly recommend it, it goes broader

Experimentation for Engineers: From A/B Testing to Bayesian Optimization. by David Sweet This book is really great, and I highly recommend it, it goes broader than A/B, but covers everything quite well from a first principles perspective. https://www.manning.com/books/experimentation-for-engineers https://www.manning.com/books/experimentation-for-engineers