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Search Engine Land article: “Statistical Significance”

My article at Search Engine Land, "Statistical Significance: Not Just For Geeks Anymore" [1], notes that formerly esoteric mathematical concepts like statistical significance are rapidly becoming part of the mainstream in search marketing. Unfortunately, some popular web-based tools for calculating statistical significance for A/B 'split' tests are flawed and give erroneous results. To find out which tools I'm referring to and to find out how much information is necessary to calculate statistical significance for your tests, please check out my article at Search Engine Land [1].