{"blocks": [{"key": "caa94094", "text": "Scenario", "type": "header-two", "depth": 0, "inlineStyleRanges": [], "entityRanges": [], "data": {}}, {"key": "2d9b70eb", "text": "A retailer runs both direct-response ads (immediate sales) and brand-awareness ads. Leadership suspects social-media platforms are poor for brand advertising and wants proof before shifting budget.", "type": "unstyled", "depth": 0, "inlineStyleRanges": [], "entityRanges": [], "data": {}}, {"key": "4298b0d8", "text": "Question", "type": "header-two", "depth": 0, "inlineStyleRanges": [], "entityRanges": [], "data": {}}, {"key": "faaacb39", "text": "How would you assess whether social-media platforms are effective channels for brand advertising compared with direct-response ads? What data would you collect and what metrics or statistical tests would you use to validate (or refute) the hypothesis that advertisers spend less in brand campaigns on social media?", "type": "unstyled", "depth": 0, "inlineStyleRanges": [], "entityRanges": [], "data": {}}, {"key": "62bf9430", "text": "Hints", "type": "header-two", "depth": 0, "inlineStyleRanges": [], "entityRanges": [], "data": {}}, {"key": "bc9aba26", "text": "Think about lift studies, matched-market tests, media-mix modeling, awareness surveys, spend share trends and confidence intervals.", "type": "unstyled", "depth": 0, "inlineStyleRanges": [], "entityRanges": [], "data": {}}], "entityMap": {}}