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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 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 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 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?
An analyst is interested on comparing two audiences: men, ages 25-34 and men, ages 35-44. The brand wants to know if the older male customers spend more money on average than the younger male customers. The analyst collected random samples of 250 older customers and 220 younger customers and analyzed their shopping baskets. On average, younger men spend $102.23, and older men spend $86.46. Additional statistics are shown below.
Which conclusion should the analyst make based on this data?
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