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A charity organization is in the process of allocating advertising budget to cross-publisher video campaigns. In order to assess which platform is generating the highest return or aci spend, it reviews results in Facebook Attribution, using an even-credit model for cross-publisher campaigns arc the data-driven attribution model for its Facebook campaigns.In addition to this, the charity ran a multi-cell Brand Lift test to test different creative messaging with a custom audience based on website visitors who did NOT sign up to donate or receive regular emails.Which two KPIs should be used to provide meaningful insights? (Choose 2)
An ecommerce brand decides to run a Facebook campaign, targeting men, to sell its recently released product. The company plans to run a single-cell Conversion Lift test to understand whether that campaign can achieve significant sales lift.The Facebook pixel is correctly integrated on its website. It also recently released a mobile app with exclusive offers only available when a customer orders through the app. In the past, it has had a narrower target of men, ages 18-44, and it plans to use the same media weight that it has used in previous campaigns.What is a potential issue that may affect the measurement of this campaign?
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?
An analyst calculates data averages (norms) of more than 2,500 brand lift tests in the industry, then compares it to recent campaign results:Campaign delivered Ad recall lift +8.3pt (the norm Ad Recall is 9.Opt with a standard deviation of 0.6pt)Campaign delivered Message Association +7.1pt (the norm for Message Association is 7.8pt with a standard deviation of 0.8pt)Campaign delivered Favorability +6.3pt (the norm for Favorability is 4.Opt with a standard deviation of 1.1pt)Campaign delivered Purchase Intent +5.9pt (the norm for Purchase Intent is 5.3pt with a standard deviation of 0.5pt)Which conclusion should the analyst make based on this data?
A longitudinal data set is missing values.Which approach should be used to minimize bias in a forecast considering it is a small sample?
A CPG advertiser wants to determine how much ROI is provided by Facebook compared to other channels, like TV and online publishers. The advertiser runs a digita deep dive marketing mix modeling.Refer to information from the test:
A spa wants to increase awareness of its package holiday deals internationally. It has been investing heavily in influencer marketing and social media campaigns. Its most popular influencer recently posted a video about the retreat that received 500,000 likes in the first day. The spa gained more than 3,000 new followers on its Instagram account.Given the outcome of this organic post, the spa decides to pull their paid social media campaigns because this spend generates only a quarter of the engagement compared to influencer posts.What advice should the analyst share about measuring success in this way?
An analyst wants to measure a campaign that is delivering across Facebook and Paid Search. The client wants to understand the causal sales impact of each channel. Which methodology should the analyst use?
An analyst has calculated an average lift from a random sample of 300 similarly sized campaigns. The analysis showed the following:Minimum lift is 98Maximum lift is 17795% confidence interval for the average lift per campaign is (133, 145)Average p-value for each individual campaign's lift is p = 0.03 What should the analyst conclude about the distribution of lifts?
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. These are the latest results:Branding campaigns:A benchmark of 35 Brand Lift tests, SI.70 USD per additional ad recallerAn average of 125 conversions per campaignDirect response campaigns:; A benchmark of 20 Lift tests, $2.50 USD per Conversion Lift - An average of 370 conversions per campaignWhat should the company do to test if it gets more incremental conversions from relying only on direct response strategies?
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