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Where should outcome data be sourced?
A local retailer wants to measure the effectiveness of Facebook campaigns based on the number of in-store purchases after customers have been exposed to an ad within the platform. Where should outcome data be sourced?A . Third-party data sources as an estimation of real customersB . First-party data such as...
Which metric should be prioritized to support the company's new Facebook marketing strategy?
A startup ecommerce company is beginning to run media campaigns to increase sales. It is having trouble taking action from its media campaigns because of the high number of KPIs it is considering when analyzing results. The startup company has been in the growth phase, so the focus has been...
How many of these data points are likely to skew the findings of this analysis?
A brand that has traditionally focused on TV campaigns has recently started advertising on digital channels like Facebook and YouTube. The brand manager has advised the company to invest in developing mobile-optimized creative and that its TV ads are too long to perform well online. A post-campaign analysis was run...
What is the null hypothesis of the test design?
An advertiser wants to know whether campaign strategy A had significantly different performance than campaign strategy B in terms of additional sales. The campaigns both ran at the same time against mutually exclusive portions of the advertiser's customer base. What is the null hypothesis of the test design?A . Sales...
What solution should the analyst recommend to enhance the ability to create a functional LTV model?
A taxi company is working on building an understanding of household customer lifetime value. Some of their customers order via digital platforms, some via phone, and some alternate between the two. They currently calculate lifetime value (LTV) by looking at all hashed order data including email addresses for online customers...
How should the brand set up a test to understand how frequency affects incremental conversions?
A brand needs to measure how frequency affects conversions and ROI. Currently the brand runs a campaign on 2x frequency for seven days. How should the brand set up a test to understand how frequency affects incremental conversions?A . A Conversion Lift test with a 2x frequency for seven daysB...
What primary concern should the advertiser's in-house measurement team have about this conclusion?
An advertiser recently ran a month-long campaign on a new media platform. This campaign targeted customers who had purchased from the advertiser in the past year. Of the 10 million customers targeted, 3 million were reached. The average frequency for the campaign was three impressions over the month. The advertiser...
What measurement solution should be used?
A large ecommerce company wants to know which of its two creative strategies is generating the highest number of conversions. It already knows that both strategies generate significant lift compared to a holdout group. What measurement solution should be used?A . Facebook Brand LiftB . Facebook AnalyticsC . Facebook Conversion...
Which Attribution model should the retailer choose?
An online retailer knows their incremental effect from Facebook ads from their previous Conversion Lift test. They want an always-on attribution solution that allows them to allocate its budget across publishers on an ongoing basis. The challenge is identifying a model that is as close to their true business value...
Which action should the brand take?
An ecommerce brand needs to determine if additional placements will drive more results than focusing the budget primarily on Facebook Feed. A/B test results: • Campaign 1: Facebook Feed • Cost per purchase: S5 • Campaign 2: Four placements • Cost per purchase: S3 • Facebook News Feed cost per...
