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An ecommerce brand runs a multi-cell Conversion Lift test. The brand needs to determine if bidding in the Facebook auction based on user value calculated from its LTV model versus demographic targeting improves performance by 10%. The p-value for the test is calculated as p = 0.95.
How should the analyst interpret bidding based on user value?
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?
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?
An advertiser is reviewing campaign results in Facebook Attribution and determines that optimizing its campaigns for website content views appears to be more successful than optimizing for clicks.
Details reviewed were as follows:
* A last touch attribution model was used
* Look back window was 90 days
* Campaigns optimized for clicks delivered a cost per view for SO.55
* Campaigns optimized for website content views yielded a cost per view of S0.49
The advertiser wants to assess whether or not this difference is meaningful or due to random chance before adjusting its strategy accordingly. What action could the analyst take to determine if the difference is meaningful?
An advertiser runs a campaign that yields the following results:
The results are statistically significant. What is the incremental ROAS for each test?
