68 research outputs found
Designing and Deploying Online Field Experiments
Online experiments are widely used to compare specific design alternatives,
but they can also be used to produce generalizable knowledge and inform
strategic decision making. Doing so often requires sophisticated experimental
designs, iterative refinement, and careful logging and analysis. Few tools
exist that support these needs. We thus introduce a language for online field
experiments called PlanOut. PlanOut separates experimental design from
application code, allowing the experimenter to concisely describe experimental
designs, whether common "A/B tests" and factorial designs, or more complex
designs involving conditional logic or multiple experimental units. These
latter designs are often useful for understanding causal mechanisms involved in
user behaviors. We demonstrate how experiments from the literature can be
implemented in PlanOut, and describe two large field experiments conducted on
Facebook with PlanOut. For common scenarios in which experiments are run
iteratively and in parallel, we introduce a namespaced management system that
encourages sound experimental practice.Comment: Proceedings of the 23rd international conference on World wide web,
283-29
Seeding with Costly Network Information
We study the task of selecting nodes in a social network of size , to
seed a diffusion with maximum expected spread size, under the independent
cascade model with cascade probability . Most of the previous work on this
problem (known as influence maximization) focuses on efficient algorithms to
approximate the optimal seed set with provable guarantees, given the knowledge
of the entire network. However, in practice, obtaining full knowledge of the
network is very costly. To address this gap, we first study the achievable
guarantees using influence samples. We provide an approximation
algorithm with a tight (1-1/e){\mbox{OPT}}-\epsilon n guarantee, using
influence samples and show that this dependence on
is asymptotically optimal. We then propose a probing algorithm that queries
edges from the graph and use them to find a seed set with the
same almost tight approximation guarantee. We also provide a matching (up to
logarithmic factors) lower-bound on the required number of edges. To address
the dependence of our probing algorithm on the independent cascade probability
, we show that it is impossible to maintain the same approximation
guarantees by controlling the discrepancy between the probing and seeding
cascade probabilities. Instead, we propose to down-sample the probed edges to
match the seeding cascade probability, provided that it does not exceed that of
probing. Finally, we test our algorithms on real world data to quantify the
trade-off between the cost of obtaining more refined network information and
the benefit of the added information for guiding improved seeding strategies
Long ties accelerate noisy threshold-based contagions
Network structure can affect when and how widely new ideas, products, and
behaviors are adopted. In widely-used models of biological contagion,
interventions that randomly rewire edges (generally making them "longer")
accelerate spread. However, there are other models relevant to social
contagion, such as those motivated by myopic best-response in games with
strategic complements, in which an individual's behavior is described by a
threshold number of adopting neighbors above which adoption occurs (i.e.,
complex contagions). Recent work has argued that highly clustered, rather than
random, networks facilitate spread of these complex contagions. Here we show
that minor modifications to this model, which make it more realistic, reverse
this result: we allow very rare below-threshold adoption, i.e., rarely adoption
occurs when there is only one adopting neighbor. To model the trade-off between
long and short edges we consider networks that are the union of cycle-power-
graphs and random graphs on nodes. Allowing adoptions below threshold to
occur with order probability along some "short" cycle edges is
enough to ensure that random rewiring accelerates spread. Simulations
illustrate the robustness of these results to other commonly-posited models for
noisy best-response behavior. Hypothetical interventions that randomly rewire
existing edges or add random edges (versus adding "short", triad-closing edges)
in hundreds of empirical social networks reduce time to spread. This revised
conclusion suggests that those wanting to increase spread should induce
formation of long ties, rather than triad-closing ties. More generally, this
highlights the importance of noise in game-theoretic analyses of behavior
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