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Exercise

Ad impressions metrics

An advertising company has developed a new ad to increase users' engagement with their questionnaire. The new ad was shown to a percentage of users in the exposed group and a dummy ad was shown to the control. Consider yourself the Data Analyst responsible for interpreting the results of the test. The first step you decide to take is to define and estimate useful metrics to begin evaluating the success of the marketing initiative.

Use what you've learned in the video to design success metrics and analyze the the differences between the two variants in the experiment column. The AdSmart Kaggle dataset is loaded for you.

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  • Use DataFrame filtering to only include the rows where users responded to the ad with a 'yes' or a 'no', and store the result in a new variable AdSmart_Responded.
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