@article {32862,
	title = {Statistical Challenges in Online Controlled Experiments: A Review of A/B Testing Methodology},
	journal = {The American Statistician},
	year = {2023},
	pages = {in press},
	author = {Nicholas Larsen and Jonathan W. Stallrich and Srijan Sengupta and Alex Deng and Ron Kohavi and Nathaniel T. Stevens}
}
