Measure YouTube Ad Effectiveness

Uber is advertising on YouTube and needs to determine whether the campaign drives incremental business value, rather than merely measuring ad views or clicks.

Answer the following:

1. Which success metrics would you choose to assess the campaign? Cover both marketing-funnel and business-outcome metrics.
2. How would you set up a measurement strategy to estimate the causal impact of the YouTube ads?
3. When comparing treatment and control groups with a t-test, which assumptions need to be satisfied?
4. How would you perform a power analysis prior to launching the experiment?
5. Assume average order value contains extreme outliers and is strongly right-skewed. Is a t-test still appropriate? If it is not always valid, what alternative methods or adjustments would you consider?

Overview: This question assesses skills in causal inference, experiment design, choosing marketing-funnel and business-outcome metrics, the assumptions behind statistical tests, power analysis, and ways to handle skewed distributions and outliers in analytics.