Did the TV campaign actually drive incremental trips?
Measure impactHardProblem. Uber ran a big TV brand campaign. Awareness rose and lots of trips are "attributed" to it. Leadership asks whether it actually drove incremental trips. How do you measure it?
Before you reveal: say your answer out loud, as if you were in the real interview — get your reasoning across clearly first. There is no single correct answer: reading what the interviewer is really after and defending your own thinking is what makes an answer strong.
Interview tips
Strong-answer signal: measuring incremental gross bookings with a geo experiment/synthetic control (adstock-aware), and calibrating the MMM to the result. Common trap: accepting attribution or brand-lift as the TV campaign's impact.