The latest ‘MarketingExperiments’ blog post is titled “Online Marketing Tests: A data analyst’s view of balancing risk and reward”.

Anuj Shrestha says, “The answer “yes” to the question, “Is this test statistically significant?” — in Daniel Burstein’s MarketingExperiments blog post, “Online Marketing Tests: How could you be sure?” — is not only “misleading” as he mentions, but it is also incomplete.

In fact, if someone asked me that question, as a data analyst, instead of responding with a dichotomous “Yes/No” answer, I would ask, “At what level of significance?” The reason statistical significance is so important in experimental testing is it quantifies the amount of risk that one is willing to take in drawing inferences from a test”.

Online Marketing Tests: A data analyst’s view of balancing risk and reward

MarketingExperiments Blog

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