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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

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