Facebook 200-101 問題集

質問 1：
A medium-sized travel business executes a digital strategy with a focus on building brand awareness for its new travel package. The advertiser runs a 4-cell Brand Lift test comparing the Engagement objective against other objectives. Assume the following results:

What strategy is most efficient to achieve the KPI?
A. Traffic objective
B. Engagement objective
C. Brand Awareness objective
D. Reach objective
正解：D

質問 2：
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. Ask online customers to provide their phone number in a post-order survey
C. Gather hashed email and phone number for each order on any channel
D. Remove all customers who use both from the LTV model
正解：D

質問 3：
A quick-serve restaurant brand is launching a Conversion Lift test to understand the effect of media in surrounding neighborhoods. It offers the option of paying in cash, credit card or through its app. One week after the Facebook campaign launches, these are the results:
* The daily budget for each ad set was spent in full
* The majority of people reached live within two miles of any given location
* 90% of transactions were made in cash
* Offline event sets were only uploaded at the end of the campaign resulting in a total of 10,000 conversions
What should the analyst consider when the test is complete to determine if the results are reliable?
A. The match rates across the test group only
B. The percentage of transactions that are not traceable
C. The offline event sets were not uploaded frequently enough
D. Geography level tests should target only users within one mile of a given location
正解：D

質問 4：
A multiple regression model establishes the relationship between Sales as a function of Ads, Price and Distribution. The analyst obtains the following output:

Which conclusion should be made about the significance of the regression?
A. Based on the R-squared, the regression equation is overall statistically significant.
B. Based on the F-test, the regression equation is overall statistically significant.
C. Based on the F-test, the regression equation is overall not statistically significant.
D. Based on the R-squared, the regression equation is overall not statistically significant.
正解：A

質問 5：
An analyst for a primarily brick-and-mortar retailer is reviewing measurement results from the last half for all marketing. The media plan was 50% TV spend, with some Facebook (10%), search (10%), print (10%), and radio (20%).
No solution provides the same numbers for a single point in time. The analyst needs to recommend how to allocate budget across channels to maximize sales for the next business quarter.
Which measurement solution should be the primary source of the analyst's recommendation?
A. Marketing mix model
B. Multi-cell Conversion Lift
C. Nielsen Total Ads Ratings
D. Multi-touch attribution
正解：A