As Internet-based services have become daily digital consumables for millions of people, opportunities to learn more about users have exploded. The so-called big data deluge has been going on for nearly a decade. The avalanche of human behavioral information has already been effectively exploited by many large Internet companies such Google, Facebook, and Yahoo. This has resulted in several impactful academic studies (e.g., ) as well innumerable changes to the design of the services themselves. Wide use of data among digital service companies indicates a move toward an evidence-based design approach. Large-scale experimenting and conducting A/B tests have become…
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