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Question No. 1
A beverage brand plans to launch a World Cup campaign to
generate awareness across digital, TVand print. It recently ran a
marketing mix model to determine the performance of this campaign.
Theanalysis proved that the campaign resulted in a lift in sales.
Due to the high cost of World Cup ads,the ROI was $0.15, which is
below their historical norms for campaigns.
How should the analysis help contextualize the results?
A. Advertised across too many channelsB. Based on viewership of
the World Cup, CPMs are particularly highC. Awareness campaigns are
not designed to drive conversionsD. The campaign was contaminated
by TV advertising
Answer: A
Question No. 2
An analyst working for a financial services company is reviewing
Facebook campaign results toassess how many new credit card signups
can be attributed to its Facebook campaign. The analyst iscomparing
attributed results in Facebook Ads Manager with those in Google
Analytics and needs toexplain why these are different.
What are two key differences between the platforms that can
provide a reasonable explanation forthis outcome? (Choose 2)
A. Google data includes impressions, conversions and clicksB.
Facebook data includes visits, conversions and clicksC. Different
platforms tend to attribute more conversions to its own platformsD.
Different platforms may be using different attribution modelsE.
Different platforms have access to different data
Answer: C, D
Question No. 3
A retail brand needs to increase purchases. The brand has video
content that was designed for across-screen experience on TV and
Facebook. The brand launches its campaign in 30-second and
60-second TV spots and then launches 6- and 15-second
mobile-friendly videos with captions. The brandruns a Facebook
multi-cell Conversion Lift test to compare the effectiveness of the
two mobilevideos:
* Cell A: 50% of campaign budget, optimized for purchase event,
6-second video
* Cell B: 50% of campaign budget, optimized for purchase event,
15-second video
At the end of the campaign, Cell A yields a 4-point lift with a
p-value = 0.4. Cell B yields a 2.6-pointlift with a p-value =
0.05
Which recommendation should be made to increase future
purchases?
A. Change the campaign objective to Catalog SalesB. Change the
campaign objective to Video ViewsC. Allocate more campaign budget
toward the 6-second video
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D. Allocate more campaign budget toward the 15-second video
Answer: B
Question No. 4
A beauty brand notices an increase in consumer demand for
organic beauty products and wants toincrease sales with its current
budget. Its media spend is across four media channels with
equalbudget allocation. The company buys two target audiences. One
audience is a demographic targetaudience, ages 25-35. The other
audience is a behavioral target audience of people who
haveexpressed interest in organic beauty products. This beauty
brand gives credit for a conversion whenone of these high-intent
consumers is served an ad and clicks the ad.
The analyst recommends shifting the total budget to the
demographic target audience. What is apossible reason for this
recommendation?
A. Lower cost per additional conversionB. Higher overall reachC.
Lower cost per clickD. Lower proportion of this audience clicks on
the ads
Answer: A
Question No. 5
An ecommerce brand decides to run a Facebook campaign, targeting
men, to sell its recentlyreleased product. The company plans to run
a single-cell Conversion Lift test to understand whetherthat
campaign can achieve significant sales lift.
The Facebook pixel is correctly integrated on its website. It
also recently released a mobile app withexclusive offers only
available when a customer orders through the app. In the past, it
has had anarrower target of men, ages 18-44, and it plans to use
the same media weight that it has used inprevious campaigns.
What is a potential issue that may affect the measurement of
this campaign?
A. Using a single-cell Conversion Lift test will not accurately
capture sales liftB. Using the same media weight on narrower
targets will decrease the conversion ratesC. Using the Facebook
pixel will not track orders on the mobile appD. Using exclusive
offers will introduce bias
Answer: A