A newly launched costume brand advertising heavily on Google search has recently allocated 5% of its budget to Facebook ads. Its costumes sell for S45 or less. The brand ran an account level Conversion Lift to measure the proportion of sales generated by Facebook.
To reduce negative business impact, it chooses to run the test during its off-peak season. The test ran for two weeks, with a campaign budget of S5,000. From the internal sales data, it sees that a total of 70 purchases were made during the test period.
The results:
* Lift in view content: 27%
* Lift in add to cart: 15%
* Lift in purchases: Flat / No results available
* Cost per incremental add to cart: S56
What two conclusions could the advertiser draw based on the results? (Choose 2)

• A. There was insufficient statistical power to measure lift in purchases
• B. Based on lift in add to cart events, the test reveals positive ROAS
• C. There were insufficient purchases during the test period to measure lift
• D. Media share for Facebook was sufficient to measure lift in sales

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. Audience (Retargeting versus Acquisition)
• B. Bidding strategy (Cost Cap versus Lowest Cost)
• C. Creative (Video versus Static)
• D. Optimization (Purchase versus Traffic)

A brand plans to run a one-month multi-cell Conversion Lift test on Facebook. The cells are designed to help the brand understand experimentally whether its current creative strategy works for different business goals. The different targets are as follows:
* Prospective audience
* Retargeting audience
What should the analyst recommend pursuing after the test?

• A. Continue with the creative strategy for all cells with positive statistically significant conversion lift
• B. Continue with the creative strategy for the cell with the highest positive statistically significant conversion lift
• C. Continue with the creative strategy for all cells with positive conversion lift
• D. Continue with the creative strategy for the cell with the highest positive conversion lift

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 needs to recommend how to allocate budget across channels to maximize sales for the next business quarter.
Which measurement solution should be the primary source of the analyst's recommendation?

• A. Marketing mix model
• B. Multi-cell Conversion Lift
• C. Multi-touch attribution
• D. Nielsen Total Ads Ratings