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 analyst working for a financial services company is reviewing Facebook campaign results to assess how many new credit card signups can be attributed to its Facebook campaign. The analyst is comparing attributed results in Facebook Ads Manager with those in Google Analytics and needs to explain why these are different.
What are two key differences between the platforms that can provide a reasonable explanation for this outcome? (Choose 2)
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 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-point lift with a p-value = 0.05
Which recommendation should be made to increase future purchases?
A beauty brand notices an increase in consumer demand for organic beauty products and wants to increase sales with its current budget. Its media spend is across four media channels with equal budget allocation. The company buys two target audiences. One audience is a demographic target audience, ages 25-35. The other audience is a behavioral target audience of people who have expressed interest in organic beauty products. This beauty brand gives credit for a conversion when one 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 a possible reason for this recommendation?
An ecommerce brand decides to run a Facebook campaign, targeting men, to sell its recently released product. The company plans to run a single-cell Conversion Lift test to understand whether that campaign can achieve significant sales lift.
The Facebook pixel is correctly integrated on its website. It also recently released a mobile app with exclusive offers only available when a customer orders through the app. In the past, it has had a narrower target of men, ages 18-44, and it plans to use the same media weight that it has used in previous campaigns.
What is a potential issue that may affect the measurement of this campaign?