Evaluate Social Media's Brand Advertising Effectiveness
Overview
It evaluates a data scientist's skills in marketing analytics, experimental design, causal inference, data instrumentation, and statistical estimation for measuring brand advertising effectiveness on social media.
Meta
Jul 12, 2025, 6:59 PM
Data Scientist
Technical Screen
Analytics & Experimentation
53
0
Measuring Brand Advertising Effectiveness on Social Media
Scenario
A retailer runs both direct-response (DR; optimized for immediate conversions) and brand-awareness campaigns. Leadership suspects social-media platforms are poor for brand advertising and wants evidence before shifting budget.
Task
Design a measurement plan to assess whether social-media platforms are effective channels for brand advertising compared with direct-response ads. Then, propose how to test the hypothesis that advertisers spend less on brand campaigns on social media.
Your Deliverables
- Define hypotheses and success criteria for brand effectiveness on social media.
- Specify the data you would collect (campaign, user/geo, survey, market, external).
- Propose study designs (e.g., lift studies, matched-market tests, MMM) and the metrics you would use.
- Detail the statistical tests/estimators and how you would construct confidence intervals.
- Explain how you would validate or refute the spend hypothesis and control for confounding.
Solution
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