Measures the dependence between two actions (i.e. Having been exposed to an advertising campaign and having bought the product, which can be used to measure social media ROI).
This app calculates the probability that both actions are interconnected by using Fisher's exact test, a statistical technique which is widely used when samples are small (i.e. Few customers surveyed).
The significance of the association is estimated by the mid p-value method. If this probability is below 5% consider there is a statistically significant association between the two actions.