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Statistical Significance - Overrated

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Statistical Significance - Overrated

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One of the most intimidating parts of the numbers game is statistical significance. Many marketers struggle with this concept, even those normally comfortable with numerical analysis.

To the uninitiated, when a statistician says that a number is not statistically significant, they interpret that as meaning that no conclusions can be drawn from that number. But that’s wrong. Let’s take an example.

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