Digi-Key Electronics( Link is reference) is a leading distributor of electronic components. Digi-Key has aNew Products page. Digi-Key allows advertisers (manufacturers) to advertise using a banner on the top of this new products page. When a user clicks on the banner, they are directed to a landing page on Digi-Key that highlights the products offered by the firm.

Assume that a buyer who is interested in this product will buy from Digi-Key. Assume that you are an important advertiser and that Digi-Key will provide you with the data that you ask for. The following questions are about the ladder of causality and different ways of measuring incrementality of the banner advertising on Digi-Key's new products page.

Questions:

1. Propose a design for an experiment where some kind of control group does not get an ad. Elaborate using the digital marketing incrementality
2. Is it possible to do an A/B test of two versions of the ad? If so, how will you track the performance of the ads? Elaborate, please
3. Can we use a pre-post analysis to study the impact of advertising? Elaborate, please