@inproceedings{KDD-2014-KohaviDLX,
	author        = "Ron Kohavi and Alex Deng and Roger Longbotham and Ya Xu",
	booktitle     = "{Proceedings of the 20th International Conference on Knowledge Discovery and Data Mining}",
	doi           = "10.1145/2623330.2623341",
	isbn          = "978-1-4503-2956-9",
	pages         = "1857--1866",
	publisher     = "{ACM}",
	title         = "{Seven rules of thumb for web site experimenters}",
	year          = 2014,
}