Research Methods Track

Do You Really Know How to Conduct Statistical Significance Tests for CBC Studies?

About this presentation

Clients of CBC studies frequently ask if their results are statistically significant. Are you sure you can answer such questions with confidence? We propose a novel, practical approach to conducting statistical significance tests in the context of CBC studies. While being practical, it also has solid theoretical foundation. We argue it is necessary to use total KPI variance, which consists of sampling variance and modelling variance.

Sergiy Kornyev, GfK