A Reinforcement Learning Framework for Time-Dependent Causal Effects Evaluation in A/B Testing

Abstract

A/B testing, or online experiment is a standard business strategy to compare a new product with an old one in pharmaceutical, technological, and traditional industries. Major challenges arise in online experiments where there is only one unit that receives a sequence of treatments over time. In those experiments, the treatment at a given time impacts current outcome as well as future outcomes. The aim of this paper is to introduce a reinforcement learning framework for carrying A/B testing, while characterizing the long-term treatment effects. Our proposed testing procedure allows for sequential monitoring and online updating, so it is generally applicable to a variety of treatment designs in different industries. In addition, we systematically investigate the theoretical properties (e.g., asymptotic distribution and power) of our testing procedure. Finally, we apply our framework to both synthetic datasets and a real-world data example obtained from a ride-sharing company to illustrate its usefulness