@inproceedings{KDD-2012-KohaviDFLWX,
	author        = "Ron Kohavi and Alex Deng and Brian Frasca and Roger Longbotham and Toby Walker and Ya Xu",
	booktitle     = "{Proceedings of the 18th International Conference on Knowledge Discovery and Data Mining}",
	doi           = "10.1145/2339530.2339653",
	isbn          = "978-1-4503-1462-6",
	pages         = "786--794",
	publisher     = "{ACM}",
	title         = "{Trustworthy online controlled experiments: five puzzling outcomes explained}",
	year          = 2012,
}