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?

• A. Based on viewership of the World Cup, CPMs are particularly high
• B. The campaign was contaminated by TV advertising
• C. Advertised across too many channels
• D. Awareness campaigns are not designed to drive conversions

A large news company wants to develop a test that will show up in their marketing-mix model. The goal is to identify the effect of a new media channel during a one-week test conducted across many digital channels as well as TV. They are a national newspaper, so a significant number of conversions come organically on a weekly basis.
The company typically spends $275,000 per week on media, and plans to spend an additional $5,000 on this test, for a total weekly spend of $280,000. The company typically spreads the $275,000 across three digital channels and a mid-sized TV buy.
Which action should be taken to ensure the feasibility of the test showing up in the model?

• A. Remove TV spending from the campaign
• B. Increase the duration of the test-period
• C. Increase the overall advertising spend across the target channel
• D. Increase the number of channels being used

A marketing analyst wants to understand the relationship between campaign frequency and additional return on ad spend (ROAS) across 150 CPG Facebook campaigns. The analyst has the following information on these campaigns: reach, frequency, duration, budget, product category, buying strategies, and outcomes like additional sales and ROAS. The analyst suspects that campaign frequency is related to other campaign characteristics and is planning to run the following statistical model:
ROAS Lift = bO + b1.reach + b2.frequency + b3.duration + b4.budget + b5.product category + b6.buying strategy
What two additional statistical analysis are required to test the analyst's hypothesis? (Choose 2)

• A. Simple linear regression of frequency and ROAS Lift
• B. Correlation matrix of campaign frequency and other predictors of ROAS Lift
• C. Multiple linear regression including non-linear and interaction terms
• D. Logistic regression including all relevant campaign characteristics

An online retailer knows their incremental effect from Facebook ads from their previous Conversion Lift test. They want an always-on attribution solution that allows them to allocate its budget across publishers on an ongoing basis. The challenge is identifying a model that is as close to their true business value as possible.
Refer to the following results:

Which Attribution model should the retailer choose?

• A. Even credit
• B. Positional 40%
• C. Time decay
• D. Positional 30%

An ecommerce brand plans on running a Conversion Lift test on a new media platform. The digital marketing team wants to reach existing customers who have purchased one of its products within the past year. To enable this targeting decision, the digital marketing team asks an analyst to provide a list of email addresses of customers who made a purchase in the past 365 days. The total count of these customers is 10,000,000.
The platform does not have a lift tool in production, so it recommends that the advertiser hold out 10% of the customer list to compare against the other 90%.
Which sampling methodology should the analyst use to most efficiently select the test/control groups?

• A. Simple random sampling
• B. Cluster sampling
• C. Stratified random sampling
• D. Multistage sampling