Free Facebook Certified Marketing Science Professional 200-101 Exam Practice Test

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?

• Marketing mix modeling
• Data-Driven Attribution
• A/B test
• Randomized control trial

An advertiser is running a campaign on a new advertising platform where they will spend $100,000 over the course of four weeks with the goal of driving incremental purchases. The campaign targets men, ages 18-34 and does not hold out any users from seeing the advertiser's ads. Typically, the advertising platform sees that campaigns at this spend level reach about 75% of the target audience. The analytics team at the advertising platform recommends measuring the effect of the campaign by measuring the conversions driven by all users who saw an ad versus all users who did not see an ad. What is the primary limitation of this approach?

• It can end up with different sample sizes, making the test and control group uncomparable
• It can introduce a degree of imbalance across the test and control groups
• It is not possible to calculate the statistical significance of this test
• It does not control for unobservable effects impacting the test group

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?

• The demographic makeup of the groups that received <=3 and >=6 impressions are different
• This is an observational finding rather than an experimental finding
• This is a new platform, so the results must be validated multiple times before changing strategy
• The campaign was not long enough to capture adequate data

An ecommerce brand is interested in understanding which approach delivers the highest ROAS. The advertiser is leveraging two distinct ad sets.Ad Set A:Budget: $100,000 Audience: Men, ages 45+ Creative: Product Focused Ad Set B:Budget: $120,000 Audience: Men, ages 18-44 Creative: Product FocusedWhich two approaches could be recommended to analyze these campaigns? (Choose 2)

• A/B testing
• Panel-based survey
• Randomized control trials
• Segmentation analysis

A CPG advertiser wants to determine how much ROI is provided by Facebook compared to other channels, like TV and online publishers. The advertiser runs a digita deep dive marketing mix modeling.Refer to information from the test:

• Using the charts, what should an analyst recommend regarding Facebook?
• Keep media execution on Facebook between the minimum and max marginal threshold
• Maintain media execution on Facebook as usual
• Increase media execution on Facebook above the max ROI threshold

An analyst has calculated an average lift from a random sample of 300 similarly sized campaigns. The analysis showed the following:Minimum lift is 98Maximum lift is 17795% confidence interval for the average lift per campaign is (133, 145)Average p-value for each individual campaign's lift is p = 0.03 What should the analyst conclude about the distribution of lifts?

• There is 95% certainty that next campaign will have lift covered by the interval of (133, 145)
• 95% of the 300 campaigns had observed lift covered by the interval of (133, 145)
• There is 95% certainty that the true average lift of all campaigns is covered by the interval of (133, 145)
• There is 99% certainty that next campaign will have lift covered by the interval of (98, 177)

A marketing analyst wants to understand the relationship between campaign frequency and additional return on ad spend (ROAS) across 150 CPG Facebook campaigns. The analyst has the following information on these campaigns: reach, frequency, duration, budget, product category, buying strategies, and outcomes like additional sales and ROAS. The analyst suspects that campaign frequency is related to other campaign characteristics and is planning to run the following statistical model:ROAS Lift = bO + b1.reach + b2.frequency + b3.duration + b4.budget + b5.product category + b6.buying strategyWhat two additional statistical analysis are required to test the analyst's hypothesis? (Choose 2)

• Correlation matrix of campaign frequency and other predictors of ROAS Lift
• Logistic regression including all relevant campaign characteristics
• Simple linear regression of frequency and ROAS Lift
• Multiple linear regression including non-linear and interaction terms

A beverage brand plans to launch a World Cup campaign to generate awareness across digital, TV and print. It recently ran a marketing mix model to determine the performance of this campaign. The analysis proved that the campaign resulted in a lift in sales. Due to the high cost of World Cup ads, the ROI was $0.15, which is below their historical norms for campaigns.How should the analysis help contextualize the results?

• Advertised across too many channels
• Based on viewership of the World Cup, CPMs are particularly high
• Awareness campaigns are not designed to drive conversions
• The campaign was contaminated by TV advertising

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?

• Conversions (A) = Conversions (B)
• Conversions (A) <> 0, Conversions (B) <> 0
• Conversions (A) = 0, Conversions (B) = 0
• Conversions (A) <> Conversions (B)

A fashion retailer has recently developed a new creative strategy and has also seen a decrease in sales. It is interested in learning what may have contributed to the decline, and has kept its media buying strategy consistent year-over-year.What test design should be used to address this business challenge?

• Multi-cell Brand Lift test with new and old creative strategies
• Multi-cell Conversion Lift test with new and old creative strategies
• Single-cell Brand Lift test with the new creative strategies
• Single-cell Conversion Lift test with the new creative strategies