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Context
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This data set includes example data from a major US retailer. There are two data sources: Facebook Data and Site Data, each of which are vital to telling the complete picture of campaign performance. There are 9 multiple choice questions and one short answer question to evaluate writing & analysis skills. Please choose an answer for the multiple choice questions in column C. Answer submissions can either be in in the original document or submitted as a separate answer key.
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Question NumberQuestionsAnswer
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1What is the combined total spend across the Evergreen and Free Shipping Campaigns?a. $113,244.01
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b. $188,366.87
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c. $165,616.41
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d. $135,994.47
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2What is the Cost per video view and Cost per completion for the Brand Logo + Generic CTA video creatives? (please filter by video post type)

a. $0.40 & $0.27
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b. $0.04 & $0.29
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c. $0.04 & $0.27
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d. $0.04 & $0.30
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3Which creative had the most expensive CPM?a. Brand Logo + Free Shipping CTA
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b. Free Shipping + Free Shipping CTA
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c. Valentines Day + Valentine's Day CTA
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d. Valentines Day + Generic CTA
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4Please join the Site data to the Facebook data. Which audience type generated less revenue than what was invested towards it?
a. Facebook Interest
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b. Lookalike
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c. Custom Audience
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d. None of the above
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5If CTR increased 15% on a given audience type but CPC remained the same, what happened to it's CPM?a. Increased by 15%
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b. Increased by 1.5%
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c. Increased by 150%
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d. Decreased by 1.5%
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6Our campaign recently doubled its attributed revenue on half of its typical purchase volume, while media spend also doubled in the same time period. What happened to ROAS and Average Order Value (AOV)?a. ROAS increased 2x, AOV increased 2x
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b. ROAS stayed the same, AOV increased 2x
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c. ROAS stayed the same, AOV increased 4x
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d. ROAS increased 4x, AOV increased 2x
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7Research the following: Custom Audiences, Website Custom Audiences, Lookalikes. Which of the following statements is false?a. Website custom audiences and custom audiences can be composed of your existing customers
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b. Facebook chooses your lookalike audience size based on your seed audience size
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c. Custom audiences can be composed of people who have engaged with your brand's Facebook page
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d. Lookalike audiences can be created from Custom audiences
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8Of all days media was live, which day had the highest ROAS?a. February 23
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b. February 20
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c. February 22
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d. February 16
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9How much more media spend would be required to drive 30,000 total clicks (inclusive of clicks already generated) within the Free Shipping campaign, assuming a $13 CPM and a 1.20% CTR going forward?a.$8,778.75
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b. $8,832.42
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c. $10,750.68
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d. $8,500.75
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10Short Answer: How would you optimize the Evergreen campaign, and what data do you wish you had in order to make optimizations? Feel free to touch on creative attributes/performance, audience attributes/performance, and anything else you feel is relevant. Please keep your answer to 3-6 sentencesWithout having the specifics of a campaign, I would review the creative attributes and performance of each video/photo and their performance, looking at the ad copy, headlines, images, and length of videos particularly to see what was resonating with the audience, and particularly at which timestamps people stopped watching. Knowing demographics or locations of each audience member would be helpful. Over time, it would be helpful to have results of A/B tests. This will help me to see which changes to my ads are having the biggest impact on performance. I would also be interested in analyzing the click/share/comment rates, the video completion rates, and how they relate to the amount of revenue generated.
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