Define and discuss statistical significance as it pertains to web analytics, formulate your own opinions of what this means. in addition, discuss segmentation and the different ways of using its power.

Statistical significance is the measure of how likely we are going to fail in an analytical system or how our observation method can be wrong. For example, we are to compare the clicking of a website. Let us say that website A has 2.1% and website B has 2.4%. We could say that website B has a higher clicking rate than website A. In reality, A and B could are not different which will lead to a false negative or A and B are different which could lead to a false positive.