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Facebook Blueprint200-101 Exam
Facebook Certified Marketing Science Professional Exam
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Version: 4.0
Question: 1
An online retailer knows their incremental effect from Facebook ads from their previous ConversionLift test. They want an always-on attribution solution that allows them to allocate its budget acrosspublishers on an ongoing basis. The challenge is identifying a model that is as close to their truebusiness value as possible.Refer to the following results:
Which Attribution model should the retailer choose?
A. Positional 30%B. Even creditC. Positional 40%D. Time decay
Answer: D
Question: 2
An ecommerce brand runs a multi-cell Conversion Lift test. The brand needs to determine if biddingin the Facebook auction based on user value calculated from its LTV model versus demographictargeting 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. It cannot be concluded that 95% of the performance increase is due to bidding based on user
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value.B. It cannot be concluded that 10% of the performance increase is due to bidding based on uservalue.C. Ten percent of the performance increase is due to bidding based on user value.D. Bidding based on user value is responsible for 95% of the performance increase.
Answer: B
Question: 3
An advertiser recently ran a month-long campaign on a new media platform. This campaign targetedcustomers who had purchased from the advertiser in the past year. Of the 10 million customerstargeted, 3 million were reached. The average frequency for the campaign was three impressionsover the month. The advertiser spent $100,000 on this media buy.After the campaign, an analyst from the media platform noticed that customers who received six ormore impressions were twice as likely to purchase than those who received three or fewerimpressions. To increase the number of users who receive six or more impressions, the analystrecommends that the advertiser double their spend. The goal is to increase the frequency from threeto six in order to drive a significant increase in incremental return on ad spend.What primary concern should the advertiser's in-house measurement team have about thisconclusion?
A. The demographic makeup of the groups that received <=3 and >=6 impressions are differentB. This is an observational finding rather than an experimental findingC. This is a new platform, so the results must be validated multiple times before changing strategyD. The campaign was not long enough to capture adequate data
Answer: C
Question: 4
A CPG advertiser wants to determine how much ROI is provided by Facebook compared to otherchannels, like TV and online publishers. The advertiser runs a digita deep dive marketing mixmodeling.Refer to information from the test:
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A. Using the charts, what should an analyst recommend regarding Facebook?B. Keep media execution on Facebook between the minimum and max marginal thresholdC. Maintain media execution on Facebook as usualD. Increase media execution on Facebook above the max ROI threshold
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Answer: B
Question: 5
A start-up ecommerce brand that sells pet products wants to test campaign structure. It would like todetermine if it should have separate ad sets targeting different pet interest groups or consolidate allinterest 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 resultsare 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 insteadB. Run a multi-cell Conversion Lift with fewer interest groupsC. Run a multi-cell Conversion Lift test with an increased holdout percentageD. Review campaign results in Ads Manager instead
Answer: AC
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