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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryMeasurement & AttributionStatistical Significance

Measurement & Attribution

Statistical Significance

An indication that an observed difference in a test is unlikely to be explained by random chance, usually judged against a preset threshold like 95%.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Statistical significance is an indication that an observed difference in a test is unlikely to be explained by random chance alone, judged against a preset threshold such as 95% confidence. A significant result suggests a real effect, but it says nothing about whether the effect is large enough to matter commercially.