At SMX Advanced 2016 in Seattle, Adria Kyne, SEO Manager (North America, Australia, and New Zealand) for Vistaprint, gave a presentation on doing search marketing testing — or any kind of marketing testing — that provides valid results.
Kyne made the point that by not understanding the importance of validity of sample size, we often end up unintentionally lying to ourselves, and we may actually “prove” the opposite of what we think our tests are showing.
We need to start with understanding the point of our testing:
We also need to understand the basics of hypothesis testing:
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