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 new ecommerce company that sells raincoats for dogs leverages Facebook to drive product sales. The company serves a variety of videos and static images and only targets people who previously visited their website. The company historically spends $50,000 per quarter and always hits its ROAS goal of 3x.
Last quarter, the company aggressively tried to grow its business and tripled spend. At the end of last quarter, they compared performance between the previous two quarters and noticed the following differences in performance metrics:
* ROAS decreased by 40%
* Average frequency increased by 50%
* CPMs increased by 60%
* Reach increased by 10%
* Cost per click decreased by 15%
* Allocation of budget between creative formats remained the same
An analyst needs to run a test to identify how to scale spend efficiently. Which variable should the analyst test first?
A snack retailer runs an eight-week video campaign with attributed sales. The campaign targets snack lovers, gamers, and millennials. The test results are as follows:
What should the company test using experimental design to improve efficiency in number of exposures?
An ecommerce brand is interested in understanding which approach delivers the highest ROAS. The advertiser is leveraging two distinct ad sets.
Ad Set A:
Budget: $100,000 Audience: Men, ages 45+ Creative: Product Focused
Ad Set B:
Budget: $120,000 Audience: Men, ages 18-44 Creative: Product Focused
Which two approaches could be recommended to analyze these campaigns? (Choose 2)
A clothing retailer recently streamlined its online ordering process in an effort to drive more sales. A four-week broadly targeted digital campaign was launched across Facebook, YouTube, display and programmatic video to promote the recent changes. The client is interested in determining high-performing conversion paths to develop a sequencing strategy moving forward.
What measurement approach should be used to determine the success of the campaign?
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?
A beverage brand plans to launch a World Cup campaign to generate awareness across digital, TV and print. It recently ran a marketing mix model to determine the performance of this campaign. The analysis 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?
An advertiser is going to launch a Facebook campaign and use a new audience strategy. The analyst wants to measure the impact that this new audience strategy has on purchase intent.
What measurement approach should be used to estimate the true causal effect of this activity?
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 quick-serve restaurant brand is launching a Conversion Lift test to understand the effect of media in surrounding neighborhoods. It offers the option of paying in cash, credit card or through its app. One week after the Facebook campaign launches, these are the results:
* The daily budget for each ad set was spent in full
* The majority of people reached live within two miles of any given location
* 90% of transactions were made in cash
* Offline event sets were only uploaded at the end of the campaign resulting in a total of 10,000 conversions
What should the analyst consider when the test is complete to determine if the results are reliable?
