定制写作代写服务成功案例
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MSBA 7025 Group Project
Group Project
项目类别：市场营销
You are asked to analyze the simulated data (project_data.csv) for an experiment.
Except for the following two differences, the experimental design is very much the
same as the one described in the paper (Huang, Shan, et al. "Social advertising
effectiveness across products: A large-scale field experiment." Marketing Science
39.6 (2020): 1142-1165.)
1. The randomization was triggered by the condition: there were at least one
organic likes from the friends of the ad viewers at the first ad impression.
2. There are only two conditions: Control - Show 0 like, Treatment - Show 1 like.
3. The sample size is smaller.
Please apply as many methods that you learned from the course as you can to
analyze the data and obtain insights for decision-making. Make sure to satisfy the
assumptions for all the methods that you apply. You may conduct the following but
not limited to the subsequent analyses.
1. Form hypotheses
2. Sanity checks
3. Power analysis
4. Compare means (or other summary statistics) across different variants.
• Statistical tests (t-test, z-test, bootstrap, etc)
• Correctly estimate the variance
• Try to improve sensitivity
5. Analyze the heterogeneous treatment effects if necessary.
6. Summarize your results
7. Inform product strategies for WeChat Moments Ads based on your results.
Requirements:
a. Please clearly describe your analyses and demonstrate the results in tables
and figures.
b. You can refer to the paper, Huang et al. 2021, but you are not allowed to copy
from it directly.
c. Your grades will largely depend on how well you understand the concepts,
theories, and applications of the methods taught in the course.
