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A new energy beverage brand needs to measure its upcoming digital campaign using experimental design. The campaign will run through an ad network that specializes in delivering ads to the most suitable audiences according to the message that is being communicated. When approaching a measurement partner, it learns that their suggested methodology has the following characteristics:
* Splits the intended audiences into two groups: A and B
* Group A will be shown the brand's advertising
* Group B will be shown a public service announcement instead of the brand's ad
* A survey with at least 500 respondents per group will then be conducted focusing on brand favorability
* The scores will be compared between both groups
What should the brand manager expect from this experimental setup?
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 advertiser is going to launch a Facebook campaign and use a new audience strategy. The analyst wants to measure the impact that this new audience strategy has on purchase intent.
What measurement approach should be used to estimate the true causal effect of this activity?
An ecommerce brand is interested in understanding which approach delivers the highest ROAS. The advertiser is leveraging two distinct ad sets.
Ad Set A:
Budget: $100,000 Audience: Men, ages 45+ Creative: Product Focused
Ad Set B:
Budget: $120,000 Audience: Men, ages 18-44 Creative: Product Focused
Which two approaches could be recommended to analyze these campaigns? (Choose 2)
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?
