Launch and measure a TV campaign
CVS HealthData Scientist · Technical Screen
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This question evaluates a data scientist's competency in experimental design and causal inference, including geo-level matching, KPI definition, media measurement (GRP/TRP, reach/frequency, adstock and saturation modeling), power analysis, and operational risk management for measuring incremental vaccinations.
Plan the launch and measurement of a 6-week linear TV campaign intended to increase flu vaccinations. Choose 12 test DMAs and matched controls from the 210 U.S. DMAs; describe matching criteria, pre-period length, and how you will avoid news/sports/holiday shocks. Define KPIs (incremental verified vaccinations per DMA) and the causal design (geo-randomized experiment, difference-in-differences, or synthetic controls), including how you will handle market spillovers, unequal TRP delivery, and concurrent media. Specify GRP/TRP targets, daypart mix, reach-frequency goals, and how you will model adstock/decay and saturation. Outline power calculations using market-level variance, guardrails (call-center load, pharmacy stockouts), and how you will triangulate results with MMM and pharmacy footfall data.
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