An ecommerce brand runs a multi-cell Conversion Lift test. The brand needs to determine if bidding in the Facebook auction based on user value calculated from its LTV model versus demographic targeting improves performance by 10%. The p-value for the test is calculated as p = 0.95. How should the analyst interpret bidding based on user value?

A spa wants to increase awareness of its package holiday deals internationally. It has been investing heavily in influencer marketing and social media campaigns. Its most popular influencer recently posted a video about the retreat that received 500,000 likes in the first day. The spa gained more than 3,000 new followers on its Instagram account. Given the outcome of this organic post, the spa decides to pull their paid social media campaigns because this spend generates only a quarter of the engagement compared to influencer posts. What advice should the analyst share about measuring success in this way? from paid campaigns.