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Measure Incremental Lift vs Timing Shift | Dataford Interview Questions - Dataford - Ace your Interview

All questions/A/B Testing & Experimentation/Measure Incremental Lift vs Timing Shift

Measure Incremental Lift vs Timing Shift

Hard

A/B Testing & Experimentation

Asked at 1 company1ExperimentationNovelty EffectCausal Inference

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Scenario

You work on a consumer goods campaign and see a lift in sales after launch, but the team is worried the campaign may have only shifted purchases earlier rather than creating new demand. You need to decide whether the observed increase is incremental growth or a timing effect.