Analytics dictionary › Statistics

Statistics

Statistics is a branch of mathematics working with data collection, organization, analysis, interpretation and presentation.

In digital analytics, statistics has a very important role. Not only is it essential when analyzing general data in Google Analytics, but statistics is also at the core of A/B testing, which is a common technique for validating hypotheses from analyzing the data.

AB Testing Chart - Bayesian
AB Testing Chart – Bayesian

One of the most common uses for statistics in digital analytics is measuring the probability. For variation B being better than A, for example. And when it comes to calculating the probability, there are two main approaches, each of which has its own pluses and minuses. These approaches are known as Frequentist and Bayesian. More about them in this post.

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