Provide a brief summary and a reflection of the following short article: Orazi & Johnston_2020 - Running field experiments using Facebook split tests.pdf Download Orazi & Johnston_2020 - Running field experiments using Facebook split tests (Running field experiments using Facebook split test Davide C. Orazia,, Allen C. Johnstonb a Dept. of Marketing, Monash University, Australiab Dept. of Info System, Statistics, & Management, University of Alabama, USA)

In your summary/reflection, ensure you focus on these aspects:

What is a Facebook Split Test (FBST) and how does it work? Be concise in addressing this, just show a general understanding of it. How do you think this method fits within the social media analytics types discussed in the lecture? Provide an example of how you would utilise FBST in your future career as a digital marketer.