A large gaming company is developing a measurement strategy designed to shift its planning and buying on Facebook. The company believes that its ability to iterate on testing will provide more long-term growth than the short-term sales boosts from individual campaigns. The conversion rate is high enough that they should have NO issues with statistical power at any size of test/holdout groups. It is planning on running multi-cell Conversion Lift tests on a monthly basis.
What test/holdout proportions should the company use for each test cell?

• A. 60% Test, 40% Holdout
• B. 90% Test, 10% Holdout
• C. 10% Test, 90% Holdout
• D. 50% Test, 50% Holdout

A financial services brand is launching a new tagline. The primary goal is to drive cost-efficient leads. The brand also wants to prove that its audience is able to associate the new tagline back to the brand. The brand uses both the Brand Awareness and Lead Generation campaign objectives.
A multi-cell test was launched to measure how effectively its campaigns increased message association and drove leads. Eighty percent of the budget that was measured during the time period was allocated toward the Brand Awareness objective. The results estimated a significant lift in message association but flat results on leads.
Which action should the brand take to meet its primary goal?

• A. Increase the total budget
• B. Try to diversify the campaign objectives
• C. Allocate more budget to the Lead Generation objective
• D. Try to reach a broacer audience

A retail brand needs to increase purchases. The brand has video content that was designed for a cross-screen experience on TV and Facebook. The brand launches its campaign in 30-second and 60-second TV spots and then launches 6- and 15-second mobile-friendly videos with captions. The brand runs a Facebook multi-cell Conversion Lift test to compare the effectiveness of the two mobile videos:
* Cell A: 50% of campaign budget, optimized for purchase event, 6-second video
* Cell B: 50% of campaign budget, optimized for purchase event, 15-second video
At the end of the campaign, Cell A yields a 4-point lift with a p-value = 0.4. Cell B yields a 2.6-point lift with a p-value = 0.05
Which recommendation should be made to increase future purchases?

• A. Change the campaign objective to Catalog Sales
• B. Change the campaign objective to Video Views
• C. Allocate more campaign budget toward the 6-second video
• D. Allocate more campaign budget toward the 15-second video

An advertiser wants to know whether campaign strategy A had significantly different performance than campaign strategy B in terms of additional sales. The campaigns both ran at the same time against mutually exclusive portions of the advertiser's customer base.
What is the null hypothesis of the test design?

• A. Sales Lift A >= Sales Lift B
• B. Sales Lift A = 0, Sales Lift B < 0
• C. Sales Lift A = Sales Lift B
• D. Sales Lift A > 0, Sales Lift B = 0

A snack retailer runs an eight-week video campaign with attributed sales. The campaign targets snack lovers, gamers, and millennials. The test results are as follows:

What should the company test using experimental design to improve efficiency in number of exposures?

• A. Reach
• B. Ad format
• C. Target audience
• D. Frequency capping