Practical guide to controlled experiments on the web: listen to your customers not to the hippo. - Ron Kohavi; Randal M. Henne; Dan Sommerfield (KDD, 2007)

Controlled experiments on the web: survey and practical guide. - Ron Kohavi; Roger Longbotham; Dan Sommerfield; Randal M. Henne (Data Min. Knowl. Discov., 2009)