Statistical Significance is a powerful digital marketing tool, and this is used to optimize various core marketing activities like A/B testing. Statistical Significance deepens into specific causes and helps make informed decisions, like; whether the result of the experiment is attributed to the change or random.   Statistical Significance is essential and gives the confidence that the used data is reliable for marketing decisions, like campaigns that positively impact engagement. For example: If the statistical Significance of your product is 70%, it means 30% success of the product is by chance, and it's a huge risk to take a chance.   The Chi-square test is used in calculating the statistical Significance and uses the formula; Statistical Significance = Probability (p) < Threshold (a)