Facebook Certified Marketing Science Professional - 200-101 Exam Practice Test
Question 1
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?
Correct Answer: A
Question 2
A charity organization is in the process of allocating advertising budget to cross-publisher video campaigns. In order to assess which platform is generating the highest return or aci spend, it reviews results in Facebook Attribution, using an even-credit model for cross-publisher campaigns arc the data-driven attribution model for its Facebook campaigns.
In addition to this, the charity ran a multi-cell Brand Lift test to test different creative messaging with a custom audience based on website visitors who did NOT sign up to donate or receive regular emails.
Which two KPIs should be used to provide meaningful insights? (Choose 2)
In addition to this, the charity ran a multi-cell Brand Lift test to test different creative messaging with a custom audience based on website visitors who did NOT sign up to donate or receive regular emails.
Which two KPIs should be used to provide meaningful insights? (Choose 2)
Correct Answer: D,E
Question 3
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?
What is the primary limitation of this approach?
Correct Answer: C
Question 4
An advertiser is reviewing campaign results in Facebook Attribution and determines that optimizing its campaigns for website content views appears to be more successful than optimizing for clicks.
Details reviewed were as follows:
* A last touch attribution model was used
* Look back window was 90 days
* Campaigns optimized for clicks delivered a cost per view for SO.55
* Campaigns optimized for website content views yielded a cost per view of S0.49
The advertiser wants to assess whether or not this difference is meaningful or due to random chance before adjusting its strategy accordingly. What action could the analyst take to determine if the difference is meaningful?
Details reviewed were as follows:
* A last touch attribution model was used
* Look back window was 90 days
* Campaigns optimized for clicks delivered a cost per view for SO.55
* Campaigns optimized for website content views yielded a cost per view of S0.49
The advertiser wants to assess whether or not this difference is meaningful or due to random chance before adjusting its strategy accordingly. What action could the analyst take to determine if the difference is meaningful?
Correct Answer: B
Question 5
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?
What should the company test using experimental design to improve efficiency in number of exposures?
Correct Answer: C
Question 6
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?
How should the competitive media value be interpreted?
Correct Answer: B
