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CoVer STorY experiments on the Web [1]. These experiments allow practitioners to identify causal relationships between changes in design and changes in user-observable behavior on a potentially massive scale. Even more recently, practitioners are starting to identify usability issues by mining query logs for commonly asked questions by users of certain applications [2]. This can help product teams discover large, real-world usability issues while supplementing laboratory techniques that tend to focus on smaller, more isolated problems. Other companies use the data more directly to modify their offerings. The online game company Zynga creates games and studies data on how its audience plays them in order to update the games immediately.“We’re an analytics company masquerading as a games company,” said Ken Rudin, a Zynga vice president in charge of its data-analysis team. He continued,“We are …