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Author: Jen

Detecting Significant Changes In Your Data

Title: Detecting Significant Changes In Your Data
URL: http://www.rimmkaufman.com/rkgblog/2010/02/24/detecting-significant-changes-in-your-data/
Printed: March 20, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Sometimes it’s tempting to leap to conclusions in paid search. In this cautionary post, we’ll provide a tool for testing whether data has changed meaningfully, or whether you’re looking at statistical noise.

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Recognizing Signal & Noise in Paid Search

Title: Recognizing Signal & Noise in Paid Search
URL: http://www.rimmkaufman.com/rkgblog/2009/09/22/recognizing-signal-noise/
Printed: March 20, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

In paid search, metrics often vary in unexpected ways. Unexplained variation is often referred to as “noise.” Noise occurs on top of, and can sometimes cloud our view of, the true underlying pattern, or, the “signal.”

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  • Cory Grassell: What are your thoughts on stats that suggest consumers are more apt to click on organic search results than PPC results? As a...
  • George Michie: Kevin, Marc, thanks for your comments. Help is coming, but not the solution. There are a number of instances when the CTR on the...
  • Marc Adelman: George, You have been an advocate of “the advanced control option” for years now. Depressing right YEARS! Eh…listen...
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