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Question 1:

A financial services company is launching a month-long Facebook campaign to promote its new credit card. The audience strategy is to reach people who have previously applied for one of the company’s current credit cards but did not get approved.

The campaign has been set up with a single-cell Conversion Lift test to determine how effective the campaign is in getting people to apply. The company would like a post-campaign report that highlights the total budget spent and number of approved applications.

What should the analyst recommend for the campaign?

Options:

• The schedule of the campaign should be longer than one month
• A multi-cell Conversion Lift test should be used instead
• The KPI should be the number of applications submitted
• The KPI should be the number of people reached

Explanation:

Since the goal of the campaign is for people to apply for the new credit card, the metric the company should focus on is the number of applications submitted.

Question 2:

A car manufacturer releases a new model. The manufacturer creates a campaign with the business goal of increasing purchases of the new model. It also wants to conduct a test to determine the sales impact of targeting shoppers who showed interest in buying a car similar to last season’s new model.

Which data source does this manufacturer need to run this test?

Options:

• Facebook pixel
• Facebook SDK
• Offline Conversions API
• Online Conversions

Explanation:

To measure the impact of transactions that typically take place in-store, the manufacturer should ensure it is using Offline Conversions, which allows the manufacturer to upload offline events and associate those purchases to the campaign included in the test. Without that in-store sales activity, the test will not produce accurate results.

Question 3:

A famous sneaker brand plans to launch a national TV campaign with an online campaign across a few digital platforms, including Facebook, to promote its new product. The TV campaign spans across April. The Facebook campaign starts the second week of April and ends the first week of May.

The brand wants to know if the national TV exposure will contaminate a Brand Lift test run on Facebook because both campaigns target people, ages 18-34.

How will the national TV exposure interact with the Brand Lift test run on Facebook?

Options:

• All the people in the Brand Lift control group will see the ads for the new product on TV, which leads to underestimating the effectiveness of the Facebook campaign
• All the people in the Brand Lift control group will see the ads for the new product on TV, which leads to overestimating the effectiveness of the Facebook campaign
• TV exposure will not contaminate the test because the audience reached on TV and digital platforms are different
• TV exposure will not contaminate the test because Brand Lift uses Randomized Control Trial methodology

Explanation:

There is equal opportunity for the test and control groups to have seen the TV ads since the test and control groups are assigned randomly.

Question 4:

An ecommerce advertiser sells activewear. The advertiser needs to assess which proportion of the advertising budget should be spent on re-targeting previous buyers versus targeting consumers who visited its website but did NOT make a purchase. To make this decision, the advertiser needs to measure the proportion of sales generated by each targeting strategy to learn which strategy generates the largest proportion of additional sales.

The advertiser pauses its usual campaigns and sets up an A/B test using two ad sets. Both ad sets are optimized for purchases. The only difference is the targeting strategy used. The advertiser runs the ad sets for seven days. The A/B test results are based on attributed conversions using a last-touch attribution model to identify the winning strategy.

This measurement approach does NOT accurately measure causality.

What is causing this measurement issue?

Options:

• The test should be set up to prevent contamination to the control group
• The test should be set up to prevent contamination to the test group
• The test should run for a minimum of three weeks to collect adequate data
• The test needs to run randomized test and control groups

Explanation:

Conducting an A/B test will not measure causality; instead, an RCT (lift test) should be used to more accurately measure tthe causal impact of each strategy.

Question 5:

An advertiser is running a Conversion Lift test on a new media platform. In discussing how the campaign will be measured, the media platform’s team says that it will compare the conversion rates for the test group exposed to ads vs. a pre-selected control group. The platform does have the ability to run a public service announcement instead, but feels that its methodology is valid.

What concern should the analyst have with the test design?

Options:

• Randomization is required for valid experimental design

• Pre and post measurements will provide a more accurate assessment
• There may be contamination between the test and control groups
• An A/B test will provide a more accurate assessment

Explanation:

There is no randomization for the pre-selected control group. In this case, it makes the experimental design invalid.

Explanation:

The star (*) in the SELECT statement stands for all the columns in all the tables in the table list.