<strike>This article confuses more than it informs.</strike>
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/
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...