Marketing Science Professional 200-101 Full Course Free

Facebook Certified Marketing Science Professional Questions and Answers

Question 5

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?

Options:

Using a 90% level of confidence, there is insufficient evidence for the analyst to conclude that there is any difference between younger and older customers.

Using a 10% level of confidence, there is sufficient evidence for the analyst to conclude that younger customers on average spend more than older male customers.

Using a 10% level of confidence, there is insufficient evidence for the analyst to conclude that there is any difference between younger and older customers.

Using a 90% level of confidence, there is sufficient evidence for the analyst to conclude that younger customers on average spend more than older male customers.

Question 6

A travel company wants to know if it gets additional conversions by relying only on its direct response strategies, as opposed to combining each strategy with branding campaigns. The company continuously keeps track of each strategy's performance, but it measures them separately. Also, each strategy's measurement has its own KPI. These are the latest results:

• Branding campaigns:

• A benchmark of 35 Brand Lift tests, SI.70 USD per additional ad recaller

• An average of 125 conversions per campaign

• Direct response campaigns:

; A benchmark of 20 Lift tests, $2.50 USD per Conversion Lift - An average of 370 conversions per campaign

What should the company do to test if it gets more incremental conversions from relying only on direct response strategies?

Options:

Set up an A/B test comparing both strategies

Review last-touch attribution model

Run both strategies at the same time and compare the conversions

Build a test based on a multi-cell experimental design

Question 7

An ecommerce brand decides to run a Facebook campaign, targeting men, to sell its recently released product. The company plans to run a single-cell Conversion Lift test to understand whether that campaign can achieve significant sales lift.

The Facebook pixel is correctly integrated on its website. It also recently released a mobile app with exclusive offers only available when a customer orders through the app. In the past, it has had a narrower target of men, ages 18-44, and it plans to use the same media weight that it has used in previous campaigns.

What is a potential issue that may affect the measurement of this campaign?

Options:

Using a single-cell Conversion Lift test will not accurately capture sales lift

Using the same media weight on narrower targets will decrease the conversion rates

Using the Facebook pixel will not track orders on the mobile app

Using exclusive offers will introduce bias

Question 8

An analyst wants to measure a campaign that is delivering across Facebook and Paid Search. The client wants to understand the causal sales impact of each channel. Which methodology should the analyst use?

Options:

A/B test

Randomized control trial

Attribution

Marketing mix model

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Marketing Science Professional 200-101 Full Course Free

Facebook Certified Marketing Science Professional Questions and Answers

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CompTIA

Fortinet

Microsoft

Salesforce