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arXiv 1906.09757stat.APmath.STstat.MEstat.TH
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基于因果中介分析的A/B测验中直接效应和间接效应的识别与估计

The Identification and Estimation of Direct and Indirect Effects in A/B Tests through Causal Mediation Analysis

Xuan Yin, Liangjie Hong

摘要:

电子商务公司有许多在线产品,如有机搜索,赞助搜索和推荐模块,以满足客户的需求。虽然这些产品中的每一个都为用户提供了与整体库存的一部分进行交互的独特机会,但它们都是用户的类似渠道,并且争夺用户有限的时间和金钱预算。为了优化用户在电子商务平台上的整体体验,而不是单独了解和改进不同的产品,重要的是要深入了解一种产品的变化会导致用户改变其他产品的行为的证据,这可能是由于这些产品在功能上相似。在本文中,我们引入因果中介分析作为一种正式的统计工具,以揭示潜在的因果机制。现有文献对存在多种不可测量的因果依赖性介质的情况几乎没有提供指导,这在A/B测试中很常见。我们寻求一种新的方法来确定在这些情况下的治疗的直接和间接影响。最后,我们在Etsy的真实A/B测试数据中证明了所提出的方法的有效性,并揭示了不同产品之间的复杂关系。

英文摘要:

E-commerce companies have a number of online products, such as organic search, sponsored search, and recommendation modules, to fulfill customer needs. Although each of these products provides a unique opportunity for users to interact with a portion of the overall inventory, they are all similar channels for users and compete for limited time and monetary budgets of users. To optimize users' overall experiences on an E-commerce platform, instead of understanding and improving different products separately, it is important to gain insights into the evidence that a change in one product would induce users to change their behaviors in others, which may be due to the fact that these products are functionally similar. In this paper, we introduce causal mediation analysis as a formal statistical tool to reveal the underlying causal mechanisms. Existing literature provides little guidance on cases where multiple unmeasured causally-dependent mediators exist, which are common in A/B tests. We seek a novel approach to identify in those scenarios direct and indirect effects of the treatment. In the end, we demonstrate the effectiveness of the proposed method in data from Etsy's real A/B tests and shed lights on complex relationships between different products.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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