...using pre-experiment data. See this post: https://booking.ai/how-booking-com-increases-the-power-of-online-experiments-with-cuped-995d186fff1d The underlying method is [[Deng, Xu, Kohavi, & Walker, 2013]](http://www.exp-platform.com/Documents/2013-02-CUPED-ImprovingSensitivityOfControlledExperiments.pdf).