Q: 4
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
Discussion
Makes sense to pick C, since running both strategies at the same time and comparing conversion numbers gives a clear picture. That's usually how you'd directly measure incremental conversions in practice. Official guides point toward testing concurrently for real-world impact. Thoughts if anyone used a different method?
C , had something like this in a mock. Running both strategies side by side is what actually shows you the incremental effect. Not 100% but that's how most FB Blueprint stuff frames these test scenarios.
C. not seeing anything in the question that calls for a more advanced design like D here.
C tbh. Just comparing both live gives you the incremental convo count directly, no need for complex multi-cell stuff unless they ask for deeper stats (which isn't here). Not 100% but that's what I've seen in similar FB exam setups.
Makes sense to me, C is the best fit here.
Probably C fits best. The question is pretty straightforward about just testing if one strategy drives more conversions, so running both at the same time and comparing makes sense. No mention of needing strong experimental design, so D seems overkill. Pretty sure C is what Blueprint expects here but happy to hear if anyone disagrees.
Not D, it's C. Multi-cell designs sound fancy but the question doesn't ask for that level of rigor.
Likely C. Just running both strategies at the same time and comparing conversions is what most Facebook Blueprint questions expect unless it says anything about needing statistical rigor. D is tempting since multi-cell tests are more scientific, but I think that's overkill here. Pretty sure C fits unless I'm missing some detail. Agree?
C that's the straightforward move here.
Option D is tempting since multi-cell designs are more robust for isolating incrementality. But the question seems to want a practical approach instead of complex testing, so C probably fits best. D feels like an over-engineered trap here, but open to pushback.
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