The standard A/B testing approaches are mostly based on t-test in large scale industry applications. These standard approaches however suffers from low statistical power in business settings, due to nature of small sample-size or non-Gaussian distribution or return-on-investment (ROI) consideration. In this paper, we (i) show the statistical efficiency of using estimating equation and U statistics, which can address these issues separately; and (ii) propose a novel doubly robust generalized U that allows flexible definition of treatment effect, and can handles small samples, distribution robustness, ROI and confounding consideration in one framework. We provide theoretical results on asymptotics and efficiency bounds, together with insights on the efficiency gain from theoretical analysis. We further conduct comprehensive simulation studies, apply the methods to multiple real A/B tests at LinkedIn, and share results and learnings that are broadly useful.

Computational marketing has become increasingly important in today's digital world, facing challenges such as massive heterogeneous data, multi-channel customer journeys, and limited marketing budgets. In this paper, we propose a general framework for marketing AI systems, the Neural Optimization with Adaptive Heuristics (NOAH) framework. NOAH is the first general framework for marketing optimization that considers both to-business (2B) and to-consumer (2C) products, as well as both owned and paid channels. We describe key modules of the NOAH framework, including prediction, optimization, and adaptive heuristics, providing examples for bidding and content optimization. We then detail the successful application of NOAH to LinkedIn's email marketing system, showcasing significant wins over the legacy ranking system. Additionally, we share details and insights that are broadly useful, particularly on: (i) addressing delayed feedback with lifetime value, (ii) performing large-scale linear programming with randomization, (iii) improving retrieval with audience expansion, (iv) reducing signal dilution in targeting tests, and (v) handling zero-inflated heavy-tail metrics in statistical testing.

MOTIVATION: Second generation sequencing technologies are being increasingly used for genetic association studies, where the main research interest is to identify sets of genetic variants that contribute to various phenotypes. The phenotype can be univariate disease status, multivariate responses and even high-dimensional outcomes. Considering the genotype and phenotype as two complex objects, this also poses a general statistical problem of testing association between complex objects. RESULTS: We here proposed a similarity-based test, generalized similarity U (GSU), that can test the association between complex objects. We first studied the theoretical properties of the test in a general setting and then focused on the application of the test to sequencing association studies. Based on theoretical analysis, we proposed to use Laplacian Kernel-based similarity for GSU to boost power and enhance robustness. Through simulation, we found that GSU did have advantages over existing methods in terms of power and robustness. We further performed a whole genome sequencing (WGS) scan for Alzherimer's disease neuroimaging initiative data, identifying three genes, APOE , APOC1 and TOMM40 , associated with imaging phenotype. AVAILABILITY AND IMPLEMENTATION: We developed a C ++ package for analysis of WGS data using GSU. The source codes can be downloaded at https://github.com/changshuaiwei/gsu . CONTACT: [email protected] ; [email protected]. SUPPLEMENTARY INFORMATION: Supplementary data are available at Bioinformatics online.