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There are many terms in this realm with overlapping meanings: sample bias, sampling bias, implicit bias. The essence of what I’m trying to say is that these terms point us to blindspots and the attendant difficulty in understanding the world. You might be interested to see this conundrum as it relates to sample bias in a census.

We’ve got one coming up in the US this year, you know.

Tempering our intuition with testing can combat sample bias. A common story that we tell ourselves about “experts” is that they gradually and imperceptibly develop a sixth sense about their field from years of lived experience. Now, this is true in a way, but the process isn’t so mysterious or impenetrable. Building expertise is often just running numerous experiments and changing your hypotheses as you get new data and test again.

And again. And again.

Sample bias leads to poor analysis and decision-making. It blinds us to the world that is right in front of us: we approach a situation without realizing the assumptions we bring to it.

Learn how to overcome sample bias in your PPC campaigns in this latest blog post from DOM Digital Advertising Coordinator Ryan Norman.