> The goal was to demonstrate an impact of in-store sales from internet advertising.
So the goal was to advertise advertising. A more scientific goal would be to see if there was an increase of in-store sales from internet advertising. Instead they were looking to design experiments that would show a positive effect, with the goal of giving advertisers a dashboard so they could run those experiments themselves.
To let those advertisers do the experiments themselves, and to relate the campaign to in store sales, would require Facebook and google to share a ton lot of internet-user tracking data
> To let those advertisers do the experiments themselves, and to relate the campaign to in store sales, would require Facebook and google to share a ton lot of internet-user tracking data
I think you are misinterpreting what "do the experiments themselves" implies.
Certainly there is a JOIN with Google's or FB's data, but it can still happen entirely in a hosted sandbox with no data sharing necessary.
So the goal was to advertise advertising. A more scientific goal would be to see if there was an increase of in-store sales from internet advertising. Instead they were looking to design experiments that would show a positive effect, with the goal of giving advertisers a dashboard so they could run those experiments themselves.