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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?
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?
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 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 large ecommerce company wants to know which of its two creative strategies is generating the highest number of conversions. It already knows that both strategies generate significant lift compared to a holdout group.
What measurement solution should be used?
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?
TESTED 21 Nov 2024
