Can you look at experimental results along the way or not?
johndcook.com
johndcook.com
It makes sense to abort early when the results are clear. This happens all the time in clinical trials.
The reason you need to tighten your bounds for an early stop is to deal with the fact that you are effectively running multiple experiments: it's possible by chance that you are stopping at a point where the data seems to show an effect by random variation, but because you are not repeating all the samples so far, there's a lot fewer possible outcomes, so the tightening of the bounds that you need is not so much. (p-hacking is simply not applying the appropriate correction for this).
The adjustment at the end is small, so it’s not a big complication and people don’t have to radically change their interpretations like they would with some other alpha spending approaches. And then there’s the big plus that since you only have to change the end interpretation by a little bit, any secondary analyses don’t get crazy complicated. They probably just carry just a little asterisk, rather than coming with the big “this is simple but super untrustworthy” asterisk of secondary analyses after other alpha spending approaches, or having to do something very very expert.
If you want to read more, look up alpha spending functions in early stopping. I think the one I’m describing might be called Peto? Sorry i’m being lazy.
Probably not a compelling conclusion to what’s probably a reference article to promote a consultancy
The answer to the question whether one can look at experimental data in A/B tests (or by analogy clinical trials) can be answered with yes even though the article doesn't make this very clear. Instead, it gets lost in superficial Frequentist/Bayesian (keyword) name dropping.
The concept of adjusting for early checking is interesting but this article is less useful than just looking at the the original alpha spending paper: https://pubmed.ncbi.nlm.nih.gov/7973215/
For a Bayesian approach: https://onlinelibrary.wiley.com/doi/abs/10.1002/sim.47800404...
See also: HN guidelines regarding shallow dismissals.
I don't see what's wrong with Frequentist approach with alpha spending. The downside is one needs to understand alpha spending. But doing Bayesian without understanding it can be just as bad.