Please see the papers here: http://www.exp-platform.com/Pages/default.aspx http://www.exp-platform.com/Pages/default.aspx These are from the team that built a

Please see the papers here: http://www.exp-platform.com/Pages/default.aspx http://www.exp-platform.com/Pages/default.aspx These are from the team that built amazon's weblab. The foundation of large scale web experimentation. To be working in this field and not be familiar with this work, eg. the concept of A/A testing, is like deciding to build jet engines without having heard the idea of a bypass ratio.