Can someone write a short response to the following please

This following link shares a story about how ads and posts on Facebook drive real sales
http://www.forbes.com/sites/roberthof/2012/06/12/c…
1.What controls would have to be in place for a company to make the claim that they have connected peoples facebook activities to what they buy in stores?
2. If you were to design a study in order to determine the above, (find out if Facebook activity or exposure to a brand leads to real in store purchases), how would you go about designing it?

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