White Papers

Marketing brief: What is a ‘statistically significant’ test result?
We all know that it is good practice to run a test before deploying a new marketing concept in bulk, but how should we decide whether the test has been successful or not?
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Technical brief: Core statistical concepts
An straightforward outline for the non-technical reader of the basic concepts and terminology used by statisticians to describe their work.
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Technical brief: Decision-making with statistics
An introduction for business people as to how a basic grasp of statistical techniques can improve decision making and help prevent expensive mistakes.
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Technical brief: Calculating statistical significance
A technical examination of the concept of statistical significance – and the nuts and bolts of calculating it.
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