The field experiment reduced Nocturnal$$s advertising budget, but the field experiment could have been designed to maintain overall advertising levels. Design a field experiment to test return on ad spending without reducing total ad budget. To simplify your task, design the field experiment to test only two ad channels$$Google Prospecting and Facebook Prospecting.

Assume Nocturnal$$s budget allocation was $$4$ million per month$$$$1$ million for each channel. How would allocate that $$4$ million across the four channels in the future?

Nocturnal is eager to conduct additional field experiments to learn more about its advertising. What would you advise they test next? $($You can test any aspect of its digital advertising on these four channels or other digital channels. That includes ad budget, ad copy, ad settings, and more.$)$

A mattress is a high$-$involvement purchase with a long purchase cycle. Consider a product with a shorter purchase cycle, like shoes or jewelry. Do you believe a similar field experiment on this kind of product would yield similar results?