A car manufacturer discovers that the purchase journey is typically one-year long, involves several media channels and is followed by a dealership visit that ends with a purchase at the dealership. Historically, sales are mostly influenced by the quality of the customer service experience. The manufacturer has a KPI of driving incremental customers to its website.
What measurement solution should be used?

• A. Even credit attribution
• B. A/B test
• C. Last-touch attribution
• D. Conversion Lift

An analyst working for a financial services company is reviewing Facebook campaign results to assess how many new credit card signups can be attributed to its Facebook campaign. The analyst is comparing attributed results in Facebook Ads Manager with those in Google Analytics and needs to explain why these are different.
What are two key differences between the platforms that can provide a reasonable explanation for this outcome? (Choose 2)

• A. Facebook data includes visits, conversions and clicks
• B. Different platforms have access to different data
• C. Google data includes impressions, conversions and clicks
• D. Different platforms tend to attribute more conversions to its own platforms
• E. Different platforms may be using different attribution models

A taxi company is working on building an understanding of household customer lifetime value. Some of their customers order via digital platforms, some via phone, and some alternate between the two. They currently calculate lifetime value (LTV) by looking at all hashed order data including email addresses for online customers and all phone numbers for phone orders. The results showed that email customers had a yearly LTV of $100, and the phone customers had a yearly LTV of $80. However, the company is aware that a group of people are introducing some noise into the results by ordering via both phone and online.
What solution should the analyst recommend to enhance the ability to create a functional LTV model?

• A. Gather hashed email and phone number for each order on any channel
• B. Remove all customers who use both from the LTV model
• C. Select the average of the two models
• D. Ask online customers to provide their phone number in a post-order survey

A start-up ecommerce brand that sells pet products wants to test campaign structure. It would like to determine if it should have separate ad sets targeting different pet interest groups or consolidate all interest groups into one ad set.
The brand sets up a multi-cell Conversion Lift test for one month. At the end of the test, no results are available to review, due to insufficient statistical power.
Which two approaches should the analyst recommend? (Choose 2)

• A. Run a campaign-level A/B test instead
• B. Run a multi-cell Conversion Lift with fewer interest groups
• C. Run a multi-cell Conversion Lift test with an increased holdout percentage
• D. Review campaign results in Ads Manager instead