Randomized field experiment to understand the effects of Covid on success of ad copies on digital platforms

Abstract

The pandemic (Covid-19) has impacted lives on various fronts. On one side governments are contemplating repercussions of lockdown on economy and how to tackle the same and on the other side, businesses are striving hard to continue bringing value to their stakeholders in this VUCA environment. In this project report, we intend to understand the effect of Covid on the success of various ad copies through randomized field experiment conducted on Build My Vocabulary App. We initially understand the concepts used to conduct the experiment & then move on to understanding the methodology adopted for the same, followed by analysis & recommendation on the basis of observations.