Measure Billboard Campaign Impact: Design, Bias, Test Strategy

##### Scenario A marketing team put up billboards in several cities and now wants to know whether the campaign increased brand awareness versus cities without billboards. ##### Question Design an experiment to measure the billboard campaign’s effect, starting from hypothesis definition and sampling strategy. How would you handle potential biases such as city-level differences in population or existing brand affinity? After data collection, what statistical test or model would you use and why? ##### Hints Think randomization, stratification, pre-post matching, and difference-in-differences.