title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ A/B-ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ° ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Ñ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸ÐµÐ¼ Network-ÑÑÑÐµÐºÑÐ°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a methodology for conducting A/B testing in a social network with determination of network effect
Creators: name: Ð¡ÑÑÐ¾Ð²Ð°, ÐÐ°ÑÑÑ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½Ñ
ÑÐµÑÐµÐ²Ð¾Ð¹ ÑÑÑÐµÐºÑ
ÑÐ³Ð¾-ÐºÐ»Ð°ÑÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ñ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
experiment
network effect
ego-clustering
social networks

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ A/B-ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ° Ñ ÑÑÑÑÐ¾Ð¼ Network-ÑÑÑÐµÐºÑÐ° Ð´Ð»Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ Ð¸Ð·ÑÑÐµÐ½Ñ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ ÑÐµÑÐµÐ²Ð¾Ð³Ð¾ ÑÑÑÐµÐºÑÐ°, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÐ¾Ð±ÑÑÐ²ÐµÐ½Ð½Ð°Ñ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ A/B-ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ¾Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Ñ ÑÑÑÑÐ¾Ð¼ ÑÐµÑÐµÐ²Ð¾Ð³Ð¾ ÑÑÑÐµÐºÑÐ°, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ð° Ð´Ð»Ñ Ð·Ð°Ð¿ÑÑÐºÐ° A/B-ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ¾Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Ñ ÑÑÑÑÐ¾Ð¼ ÑÐµÑÐµÐ²Ð¾Ð³Ð¾ ÑÑÑÐµÐºÑÐ° Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ ÑÐµÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð½Ð¾Ð²Ð¾Ð¹ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ¸. ÐÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÐ¼Ð°Ñ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ A/B-ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ¾Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¾Ð´Ð½Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð² Ð¾Ð±ÐµÐ¸Ñ Ð²ÐµÑÐºÐ°Ñ Ð¿Ð°ÑÐ°Ð»Ð»ÐµÐ»ÑÐ½Ð¾Ð³Ð¾ ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ°. ÐÐ½Ð° Ð¿Ð¾Ð´ÑÐ°Ð·ÑÐ¼ÐµÐ²Ð°ÐµÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ³Ð¾-ÐºÐ»Ð°ÑÑÐµÑÐ¾Ð² Ð´Ð»Ñ Ð²ÐºÐ»ÑÑÐµÐ½Ð¸Ñ ÑÐ¾Ð»ÑÐºÐ¾ Ð² ÑÐµÑÑÐ¾Ð²ÑÑ Ð³ÑÑÐ¿Ð¿Ñ, ÑÑÐ¾ Ð¿Ð¾Ð·Ð²Ð¾Ð»ÑÐµÑ ÑÐ°ÑÑÐ¸ÑÐ¸ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð´Ð»Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°. ÐÑÐ²ÐµÑ Ð½Ð° Ð²Ð¾Ð¿ÑÐ¾Ñ, Ð±ÑÐ» Ð»Ð¸ ÑÐ¾Ð±Ð»ÑÐ´ÐµÐ½ ÐºÑÐ¸ÑÐµÑÐ¸Ð¹ Ð½ÐµÐ·Ð°Ð²Ð¸ÑÐ¸Ð¼Ð¾ÑÑÐ¸ Ð³ÑÑÐ¿Ð¿, Ð±ÑÐ´ÐµÑ Ð¿Ð¾Ð»ÑÑÐ°ÑÑÑÑ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð² Ð´Ð²ÑÑ Ð²ÐµÑÐºÐ°Ñ ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ°, Ð¸, ÐµÑÐ»Ð¸ ÑÐµÑÐµÐ²Ð¾Ð¹ ÑÑÑÐµÐºÑ Ð±ÑÐ» Ð¾Ð±Ð½Ð°ÑÑÐ¶ÐµÐ½, A/B-ÑÐµÑÑ ÑÐ»ÐµÐ´ÑÐµÑ Ð¾ÑÐµÐ½Ð¸Ð²Ð°ÑÑ Ð¿Ð¾ ÐºÐ»Ð°ÑÑÐµÑÐ½Ð¾Ð¹ Ð²ÐµÑÐºÐµ, Ð¸Ð½Ð°ÑÐµ - Ð¿Ð¾ Ð¸Ð½Ð´Ð¸Ð²Ð¸Ð´ÑÐ°Ð»ÑÐ½Ð¾Ð¹. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐ¸Ð²ÐµÐ´ÐµÐ½Ð¾ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ Ð½Ð¾Ð²Ð¾Ð¹ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ¸ Ñ ÐºÐ»Ð°ÑÑÐ¸ÑÐµÑÐºÐ¸Ð¼ A/B-ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ¾Ð¼ Ð±ÐµÐ· ÑÑÑÑÐ° ÑÐµÑÐµÐ²Ð¾Ð³Ð¾ ÑÑÑÐµÐºÑÐ° Ð¸ ÑÐ¾ ÑÑÐ°Ð½Ð´Ð°ÑÑÐ½ÑÐ¼ Ð¿Ð°ÑÐ°Ð»Ð»ÐµÐ»ÑÐ½ÑÐ¼ ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ¾Ð¼.
description: This thesis is dedicated to developing a methodology for conducting A/B test-ing with consideration of the Network effect for a social network. Throughout the study, existing methodologies for determining the network effect were examined. A proprietary methodology for conducting A/B testing in a social network with consideration of the network effect was developed. Additionally, a platform for launching A/B tests in a social network with consideration of the network effect was developed, and testing of the new methodology was conducted. The proposed methodology for conducting A/B testing in a social network involves using one audience in both branches of a parallel experiment. It entails form-ing ego-clusters for inclusion only in the test group, which allows expanding the audience for analysis. The answer to whether the criterion of group independence was met will be derived from comparing the results in the two branches of the experiment. If a network effect is detected, the A/B test should be evaluated based on the cluster branch; otherwise, it should be evaluated based on the individual branch. This thesis provides a comparison of the new methodology with the classical A/B experiment without considering the network effect and with the standard paral-lel experiment.