https://damianrezaee.com/2026/10/14/why-the-best-looking-result-in-your-data-may-be-an-accident/Damian Rezaeeen2026-10-14T21:37:47+00:00Why the Best-Looking Result in Your Data May Be an Accidentbusiness anomalies, look-elsewhere effect, false positives, five-sigma significance, multiple comparisons, marketing campaign measurement, p-values in marketing research