You are evaluating a digital marketing campaign for a co-branded card and want to measure its true incremental impact rather than relying on attributed conversions alone. The campaign can be targeted across digital channels, but exposure, attribution, and audience overlap can all bias naive readouts.
How would you design an experiment to measure the incremental lift of the campaign? Walk through your hypothesis, primary and guardrail metrics, randomization approach, sample size and MDE, and how you would analyze results before deciding whether to scale the campaign.
You are evaluating a digital marketing campaign for a co-branded card and want to measure its true incremental impact rather than relying on attributed conversions alone. The campaign can be targeted across digital channels, but exposure, attribution, and audience overlap can all bias naive readouts.
How would you design an experiment to measure the incremental lift of the campaign? Walk through your hypothesis, primary and guardrail metrics, randomization approach, sample size and MDE, and how you would analyze results before deciding whether to scale the campaign.
