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Continuous experimentation scenarios : A case study in e-commerce

Ros, Rasmus LU and Bjarnason, Elizabeth LU (2018) 44th Euromicro Conference on Software Engineering and Advanced Applications, SEAA 2018 p.353-356
Abstract

Controlled experiments on software variants enable e-commerce companies to increase sales by providing user-adapted functionality. Our goal is to understand how the context of experimentation influences tool support. We performed a case study at Apptus that develops algorithms for e-commerce. We investigated how the case company uses experiments through five semi-structured interviews. We identified four main scenarios of experimentation and found that there are stark differences in tool support for them. The scenarios illustrate that the aptness of tool support for experiments depend on four characteristics: (1) what the goal of the experiment is; validate or optimize, (2) whether the experiment is performed internally in the... (More)

Controlled experiments on software variants enable e-commerce companies to increase sales by providing user-adapted functionality. Our goal is to understand how the context of experimentation influences tool support. We performed a case study at Apptus that develops algorithms for e-commerce. We investigated how the case company uses experiments through five semi-structured interviews. We identified four main scenarios of experimentation and found that there are stark differences in tool support for them. The scenarios illustrate that the aptness of tool support for experiments depend on four characteristics: (1) what the goal of the experiment is; validate or optimize, (2) whether the experiment is performed internally in the organisation or externally, (3) whether decisions are taken automatically or manually, and finally (4) whether the experiment should be repeated or is a singleton. These insight can be used by practitioners with an interest in efficient experimentation and to form a basis for further research into a taxonomy of experiments for software.

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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
A/B testing, Automation, Case study, Continuous experimentation, E commerce, Optimisation, Tools
host publication
Proceedings - 44th Euromicro Conference on Software Engineering and Advanced Applications, SEAA 2018
editor
Bures, Tomas; Angelis, Lefteris; and
pages
4 pages
publisher
Institute of Electrical and Electronics Engineers Inc.
conference name
44th Euromicro Conference on Software Engineering and Advanced Applications, SEAA 2018
conference location
Prague, Czech Republic
conference dates
2018-08-29 - 2018-08-31
external identifiers
  • scopus:85057144915
ISBN
9781538673829
DOI
10.1109/SEAA.2018.00064
language
English
LU publication?
yes
id
5e653377-96a3-43c3-8427-7734ab77a397
date added to LUP
2018-12-04 10:45:14
date last changed
2019-01-06 14:18:25
@inproceedings{5e653377-96a3-43c3-8427-7734ab77a397,
  abstract     = {<p>Controlled experiments on software variants enable e-commerce companies to increase sales by providing user-adapted functionality. Our goal is to understand how the context of experimentation influences tool support. We performed a case study at Apptus that develops algorithms for e-commerce. We investigated how the case company uses experiments through five semi-structured interviews. We identified four main scenarios of experimentation and found that there are stark differences in tool support for them. The scenarios illustrate that the aptness of tool support for experiments depend on four characteristics: (1) what the goal of the experiment is; validate or optimize, (2) whether the experiment is performed internally in the organisation or externally, (3) whether decisions are taken automatically or manually, and finally (4) whether the experiment should be repeated or is a singleton. These insight can be used by practitioners with an interest in efficient experimentation and to form a basis for further research into a taxonomy of experiments for software.</p>},
  author       = {Ros, Rasmus and Bjarnason, Elizabeth},
  editor       = {Bures, Tomas and Angelis, Lefteris},
  isbn         = {9781538673829},
  keyword      = {A/B testing,Automation,Case study,Continuous experimentation,E commerce,Optimisation,Tools},
  language     = {eng},
  location     = {Prague, Czech Republic},
  month        = {10},
  pages        = {353--356},
  publisher    = {Institute of Electrical and Electronics Engineers Inc.},
  title        = {Continuous experimentation scenarios : A case study in e-commerce},
  url          = {http://dx.doi.org/10.1109/SEAA.2018.00064},
  year         = {2018},
}