Facebook 200-101 Value Pack (Frequently Bought Together)

A taxi company is working on building an understanding of household customer lifetime value. Some of their customers order via digital platforms, some via phone, and some alternate between the two. They currently calculate lifetime value (LTV) by looking at all hashed order data including email addresses for online customers and all phone numbers for phone orders. The results showed that email customers had a yearly LTV of $100, and the phone customers had a yearly LTV of $80. However, the company is aware that a group of people are introducing some noise into the results by ordering via both phone and online.
What solution should the analyst recommend to enhance the ability to create a functional LTV model?

• A. Select the average of the two models
• B. Remove all customers who use both from the LTV model
• C. Ask online customers to provide their phone number in a post-order survey
• D. Gather hashed email and phone number for each order on any channel

A newly launched costume brand advertising heavily on Google search has recently allocated 5% of its budget to Facebook ads. Its costumes sell for S45 or less. The brand ran an account level Conversion Lift to measure the proportion of sales generated by Facebook.
To reduce negative business impact, it chooses to run the test during its off-peak season. The test ran for two weeks, with a campaign budget of S5,000. From the internal sales data, it sees that a total of 70 purchases were made during the test period.
The results:
* Lift in view content: 27%
* Lift in add to cart: 15%
* Lift in purchases: Flat / No results available
* Cost per incremental add to cart: S56
What two conclusions could the advertiser draw based on the results? (Choose 2)

• A. Based on lift in add to cart events, the test reveals positive ROAS
• B. There were insufficient purchases during the test period to measure lift
• C. Media share for Facebook was sufficient to measure lift in sales
• D. There was insufficient statistical power to measure lift in purchases

A soda brand is presented the following results based on a marketing mix model to explain year-over-year sales change.

How should the competitive media value be interpreted?

• A. Competitive media yearly activity declined by 2.0%
• B. Competitive media generated a 2.0% sales increase
• C. Competitive media yearly activity increased by 2.0%
• D. Competitive media generated a 2.0% sales decrease

An advertiser is running an A/B test on Facebook with the goal of finding whether creative strategy A or B achieves the most conversions. What is the null hypothesis of this test design?

• A. Conversions (A) = Conversions (B)
• B. Conversions (A) <> 0, Conversions (B) <> 0
• C. Conversions (A) = 0, Conversions (B) = 0
• D. Conversions (A) <> Conversions (B)

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