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  : A/B-   

 



  



   , 2026



ISBN 978-5-0071-2404-1

     Ridero










    


  -          ,      ,    ,  ,  ,      .           .       ,  ,    ,      .

            .     ,      .       ,         .     ,          .       ,        .

   -    .  R. Kohavi    A/B-   ,   ,  , , Sample Ratio Mismatch      [1; 2].  CUPED,  A. Deng, Y. Xu, R. Kohavi  T. Walker, ,       [3]. Causal Impact,    K. Brodersen  ,        [4].      ,           [10]. Difference-in-Differences       ,      [5; 6; 7].

        , ,       [17; 18; 19; 20; 21].          -,      ,      .         ,     .




    


             -   A/B-, CUPED, Causal Impact  Difference-in-Differences.        ,    :        ,      .

     . -,     A/B-  ,       . -, ,    CUPED    . -,  ,  A/B-      Causal Impact. -,   Difference-in-Differences          .

      .      ,  A/A-, SRM-,  ,  ,    -.  , ,      ,   ,              rollout.




   


     -,       , CRM-,  , KPI-,     .       , ,  ,  ,     .

     -     -.      A/B-, CUPED, Causal Impact  Difference-in-Differences;   ; ;   ;  ;        .




  


     ,  , ,   , -      Python  SQL [11; 12; 13; 14; 15; 19; 20; 25].       -,   , ,  ,         .

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         .     CRM-,  ,  , KPI-,     .     Trustworthy Experiments Core    ,         Python/SQL-.

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 1.       -





1.1.        


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 1.  -    








:           ,     .




1.2. -     -


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1.3.    A/B-, CUPED, Causal Impact  Difference-in-Differences


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 CUPED       -     [3].      ,            .            .     ,      .

Causal Impact        [4; 16].  ,    ,      ,         .             ,        .

Difference-in-Differences          ,    -,       .   Card  Krueger, Bertrand, Duflo  Mullainathan,      Callaway  SantAnna, Goodman-Bacon, Sun  Abraham ,              [5; 6; 7; 8; 9].

          .  . . , . . , . . , . . , . . , . .         ,  ,       [19; 20; 21; 22; 23; 24].         7.322017    7.0.52008 [17; 18].




1.4.       


         .   ,  A/B-    .   ,        , CUPED   .              ,  Causal Impact.          ,  Difference-in-Differences.

    ,     ,     . , Causal Impact     ,     .   ,            . Difference-in-Differences        . CUPED   ,        .

 1.    








:      ,       .

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 2. A/B-     





2.1.    A/B-


 A/B- ,     ,   ,       ,          .         ,     .




  .


   .

   ,     (https://www.litres.ru/book/ivan-vladimirovich-p-34086657/nadezhnaia-otsenka-effektov-a-b-testy-i-prichinnyi-an-74543188/)  .

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