A cosmetics company advertises predominantly on Facebook and Instagram. The company wants to test alternative creative messaging for holiday season campaigns targeted to a narrow audience to discover which message achieves the most efficient sales results.Which measurement approach should the company use while minimizing CPM impact?
An advertiser wants to conduct a multi-cell Brand Lift test. The cells are designed to help the advertiser understand whether adding Instagram Stories as a placement impacts brand awareness. The test is designed with the following:Facebook Feed + Instagram FeedInstagram Stories + Facebook Feed + Instagram FeedAutomatic PlacementsWhat should the analyst recommend based on the test results?
An advertiser wants to know whether campaign strategy A had significantly different performance than campaign strategy B in terms of additional sales. The campaigns both ran at the same time against mutually exclusive portions of the advertiser's customer base.What is the null hypothesis of the test design?
A retail brand needs to increase purchases. The brand has video content that was designed for a cross-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 brand runs a Facebook multi-cell Conversion Lift test to compare the effectiveness of the two mobile videos:Cell A: 50% of campaign budget, optimized for purchase event, 6-second videoCell B: 50% of campaign budget, optimized for purchase event, 15-second videoAt the end of the campaign, Cell A yields a 4-point lift with a p-value = 0.4. Cell B yields a 2.6-point lift with a p-value = 0.05Which recommendation should be made to increase future purchases?
A CPG advertiser wants to determine how much ROI is provided by Facebook compared to other channels, like TV and online publishers. The advertiser runs a digita deep dive marketing mix modeling.Refer to information from the test: