The decision tree: every question, every answer, every test
Questions run from left to right; the path lights up as you answer, and each leaf on the right is a test. On a phone, the tree scrolls sideways in its box.
The questions
What kind of outcome did you measure? A category with several values: a channel, a segment, a payment method
What do you compare the category with? Another category measured on the same units
The test
Chi-square test of independence
Assumes
One row per unit (never the same unit twice); expected counts of at least 5.
Which test fits depends on what you measured, how many groups you compare, whether the groups are independent or paired, and whether σ is known. Answer one question at a time: the path lights up in the tree, and the leaf names the test with its assumptions, what to do if they fail, and the code. Or switch to the drill and name the test for a scenario yourself.