full_funnel

This repo is a supplement to Harvard Business School Exercise Case: "Full-Funnel Advertising on TikTok: An Experiment".

It contains two notebooks that simulate and analyze a full-funnel advertising experiment.

The data is illustrative in nature and may not correspond to TikTok’s actual circumstances.

Main case: https://hbsp.harvard.edu/product/525065-PDF-ENG
Exercise case: https://hbsp.harvard.edu/product/525066-PDF-ENG

Notebook Overview

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1. simulation.ipynb

• Contains Python code to simulate experimental data for various ad campaigns.
• Simulation parameters can be modified by instructors as needed.

2. analysis.ipynb

• Uses R to analyze the simulated data generated in the simulation notebook.
• Intended for students to analyze the data without access to the simulation logic.
• Can be shared with students afterward as a solution reference.

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Access Guidelines

• Instructors: Should have access to both simulation.ipynb and analysis.ipynb.
• Students: Should only receive the simulated dataset initially. The analysis.ipynb can be shared later as the official solution.