Peeking at A/B Tests: Why it matters, and what to do about it. - Ramesh Johari; Pete Koomen; Leonid Pekelis; David Walsh 002 (KDD, 2017)

Always Valid Inference: Continuous Monitoring of A/B Tests. - Ramesh Johari; Pete Koomen; Leonid Pekelis; David Walsh 002 (Oper. Res., 2022)