Continuous Monitoring of A/B Tests without Pain: Optional Stopping in   Bayesian Testing
  A/B testing is one of the most successful applications of statistical theory in modern Internet age. One problem of Null Hypothesis Statistical Testing (NHST), the backbone of A/B testing methodology, is that experimenters are not allowed to continuously monitor the result and make decision in real time. Many people see this restriction as a setback against the trend in the technology toward real time data analytics. Recently, Bayesian Hypothesis Testing, which intuitively is more suitable for real time decision making, attracted growing interest as an alternative to NHST. While corrections of NHST for the continuous monitoring setting are well established in the existing literature and known in A/B testing community, the debate over the issue of whether continuous monitoring is a proper practice in Bayesian testing exists among both academic researchers and general practitioners. In this paper, we formally prove the validity of Bayesian testing with continuous monitoring when proper stopping rules are used, and illustrate the theoretical results with concrete simulation illustrations. We point out common bad practices where stopping rules are not proper and also compare our methodology to NHST corrections. General guidelines for researchers and practitioners are also provided. 
Alex Deng and Jiannan Lu and Shouyuan Chen
stat.AP