Understanding Causation and Correlation in Paid Search

by Kevin Klein

Post hoc, ergo propter hoc

After it, therefore, because of it - don't simply assume that because one thing follows another, the first thing caused the second thing to happen. A classic scene from the second episode of The West Wing, where Jed Bartlett implies that the reason he lost Texas was because he believed Texans would never elect a president who spoke latin.

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