Uber — Brand Science — Product Case Questions

Role context: Applied Scientist, Brand Science · Est. study time: 40 min · 4 questions

How these map to the role

These are marketing-measurement cases: an ambiguous question you frame into a metric and a causal measurement, and a budget/ROI recommendation you defend. Two things recur — value is incremental gross bookings (not attribution/brand-lift), and Uber is a marketplace where marketing's demand must be fulfilled by supply.

Each answer is a coaching walkthrough: a Sample answer (clarify → approach → a simulated back-and-forth → a clear call), then a Deep dive with illustrative example, then a Grading rubric.

Questions (4)

Marketing's contribution to bookings dropped — what happened?Diagnose a problemMediumDid the TV campaign actually drive incremental trips?Measure impactHardReallocate the brand budget across channelsLaunch or notHardMeasure a campaign in a supply-constrained marketMeasure impactHard