Statistical Significance Transactional Response Report

This report does a statistical test to see whether any differences in response rate are significant, given the size of the samples used. The (+/-) column shows how different the response rate could have been on another occasion with a similar sized run. For example, a response rate of 30% +/- 20% could be anywhere between 10% and 50%. The Z-Score for a given row shows whether this row’s result is significant – a value less than 1.96 is not significant, meaning that a different run could well yield the opposite result when compared against the control.

The report is only given as an option where a Response step exists

To view the report, navigate to a Message step which includes a Response step

Select the Statistical Significance Report from the Results view

Results View Icon

Refresh the Report on run list and pick a run from the drop-down

  • Click Generate

Example Statistical Significance Report broken down by Brochure

Statistical Significance Report

The (+/-) column shows how different the response rate could have been on another occasion with a similar sized run. E.g. a response rate of 30% +/- 20% could be anywhere between 10% and 50%. The Z-Score for a given row shows whether this row’s result is significant – a value less than 1.96 is not significant, meaning that a different run could well yield the opposite result when compared against the control.

Z-Scores Confidence Table

Z-Score Confidence
> +/- 3.29 > 99.9%
> +/- 2.576 > 99%
> +/- 1.96 > 95%
> +/- 1.65 > 90%
<= +/- 1.65 <= 90%