Facebook 200-101 問題集

質問 1：
An advertiser runs a campaign that yields the following results:

The results are statistically significant. What is the incremental ROAS for each test?
A. A - $0.80, B - $0.47
B. A- $0.21, B- $0.16
C. A- $2.80, B- $2.13
D. A - $2.60, B - $1.97
正解：D

質問 2：
An advertiser recently ran a month-long campaign on a new media platform. This campaign targeted customers who had purchased from the advertiser in the past year. Of the 10 million customers targeted, 3 million were reached. The average frequency for the campaign was three impressions over the month. The advertiser spent $100,000 on this media buy.
After the campaign, an analyst from the media platform noticed that customers who received six or more impressions were twice as likely to purchase than those who received three or fewer impressions. To increase the number of users who receive six or more impressions, the analyst recommends that the advertiser double their spend. The goal is to increase the frequency from three to six in order to drive a significant increase in incremental return on ad spend.
What primary concern should the advertiser's in-house measurement team have about this conclusion?
A. The demographic makeup of the groups that received <=3 and >=6 impressions are different
B. This is a new platform, so the results must be validated multiple times before changing strategy
C. The campaign was not long enough to capture adequate data
D. This is an observational finding rather than an experimental finding
正解：B

質問 3：
A brand plans to run a one-month multi-cell Conversion Lift test on Facebook. The cells are designed to help the brand understand experimentally whether its current creative strategy works for different business goals. The different targets are as follows:
* Prospective audience
* Retargeting audience
What should the analyst recommend pursuing after the test?
A. Continue with the creative strategy for all cells with positive conversion lift
B. Continue with the creative strategy for all cells with positive statistically significant conversion lift
C. Continue with the creative strategy for the cell with the highest positive conversion lift
D. Continue with the creative strategy for the cell with the highest positive statistically significant conversion lift
正解：B

質問 4：
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 generated a 2.0% sales decrease
B. Competitive media yearly activity declined by 2.0%
C. Competitive media yearly activity increased by 2.0%
D. Competitive media generated a 2.0% sales increase
正解：C

質問 5：
A clothing retailer recently streamlined its online ordering process in an effort to drive more sales. A four-week broadly targeted digital campaign was launched across Facebook, YouTube, display and programmatic video to promote the recent changes. The client is interested in determining high-performing conversion paths to develop a sequencing strategy moving forward.
What measurement approach should be used to determine the success of the campaign?
A. A/B test
B. Attribution
C. Randomized control trial
D. Pre and post survey
正解：D