When doing statistical hypothesis testing, the math behind it gives us the toolset to determine the statistical significance of our observations. But if we’re doing a two-sample test on a simple hypothesis, eg. $H_{0}:\mu_{1}=\mu_{2}$ vs. $H_{1}:\mu_{1}\ne\mu_{2}$ rejecting it won’t tell us anything about the magnitude of the difference.

Usually, aside from making sure that the difference in measurements you observed are statistically significant, you want your observed differences to be practically significant as well. That means you don’t want to test simply if your statistics (e.g. averages) differ, but you want them to differ by some margin, $\epsilon$. The size of the margin is dependent on the application - if you want to increase a click-through rate…

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