Statistical Foundations for Marketing Leaders

Explain core probability concepts (e.g., conditional probability) in the context of marketing funnels.

Interpret common statistical distributions and their relevance to marketing data.

Define hypothesis testing, p-values, and confidence intervals for making business decisions.

Distinguish between statistical and business significance when evaluating test results.

Interpret the key outputs of a linear regression model (coefficients, R-squared) to understand marketing drivers.

Explain the risks of making business decisions based on statistically insignificant data.

Apply the concept of correlation vs. causation to common marketing scenarios.

Frame a marketing business problem as a statistically testable hypothesis.