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What action could the analyst take to determine if the difference is meaningful?
An advertiser is reviewing campaign results in Facebook Attribution and determines that optimizing its campaigns for website content views appears to be more successful than optimizing for clicks. Details reviewed were as follows: • A last touch attribution model was used • Look back window was 90 days • Campaigns...
Which two approaches should the analyst recommend?
A start-up ecommerce brand that sells pet products wants to test campaign structure. It would like to determine if it should have separate ad sets targeting different pet interest groups or consolidate all interest groups into one ad set. The brand sets up a multi-cell Conversion Lift test for one...
What two additional statistical analysis are required to test the analyst's hypothesis?
A marketing analyst wants to understand the relationship between campaign frequency and additional return on ad spend (ROAS) across 150 CPG Facebook campaigns. The analyst has the following information on these campaigns: reach, frequency, duration, budget, product category, buying strategies, and outcomes like additional sales and ROAS. The analyst suspects...
What are the attributed sales from Facebook for Week 2?
A snack company ran a preliminary simple linear regression analysis to determine channel contributions to sales. The model, coefficients, and data set are as shown. All numerical values are rounded. Sales(week) = BO (Intercept) + B1 f(FB Video) + B2 f(FB Display) + B3 f(TV) + B4 f(Digital Video) What...
How should the analyst interpret bidding based on user value?
An ecommerce brand runs a multi-cell Conversion Lift test. The brand needs to determine if bidding in the Facebook auction based on user value calculated from its LTV model versus demographic targeting improves performance by 10%. The p-value for the test is calculated as p = 0.95. How should the...
Which measurement solution should be the primary source of the analyst's recommendation?
An analyst for a primarily brick-and-mortar retailer is reviewing measurement results from the last half for all marketing. The media plan was 50% TV spend, with some Facebook (10%), search (10%), print (10%), and radio (20%). No solution provides the same numbers for a single point in time. The analyst...
What is the null hypothesis of this test design?
An advertiser is running an A/B test on Facebook with the goal of finding whether creative strategy A or B achieves the most conversions. What is the null hypothesis of this test design?A . Conversions (A) = Conversions (B)B . Conversions (A) <> 0, Conversions (B) <> 0C . Conversions...
What should the company do to test if it gets more incremental conversions from relying only on direct response strategies?
A travel company wants to know if it gets additional conversions by relying only on its direct response strategies, as opposed to combining each strategy with branding campaigns. The company continuously keeps track of each strategy's performance, but it measures them separately. Also, each strategy's measurement has its own KPI....
Which type of join should be used to append the campaign results to campaign specs and keep all records in the campaign specs table?
An analyst receives two ad insights data tables. Which type of join should be used to append the campaign results to campaign specs and keep all records in the campaign specs table?A . Right joinB . Inner joinC . Left joinD . Full joinView AnswerAnswer: A
What could the advertiser conclude?
An advertiser obtains a p-value of 0.20 after a matched pairs multi-cell experiment. The objective was to measure whether advertising strategy A generated more incremental business outcomes than advertising strategy B. The test had high statistical power probability, and the result was not a false negative. What could the advertiser...
