Assessing Flashcards
From the MarSci Study Guide provided by Facebook
Fill in the Blank: The best-defined business goals follow a _____.
Rubric
What are the five words or phrases that make up SMART, in regards to Smart goals?
S - Specific M - Measurable A - Achievable R - Relevant T - Time-Bound
Asking yourself “What does success look like?” and “Are my current metrics proxies or do they correlate with business outcomes?” helps you define what metrics?
KPIs
Metrics like followers, likes, and comments are considered what?
Proxy metrics (or “proxies)
Name at least three non-proxy metrics.
Incremental reach, website visits, conversions, lift, app events, ad recall
Fill in the Blank: The _____ _____ is the overall business objective that ad spend is being measured against.
Primary KPI
What metrics support a primary KPI?
Secondary KPI
What is a data source?
It is a tool, connection, piece of code or other object that collects information that can later be measured and analyzed.
What are the three sources that a business can receive data from?
Tests and experiments, data about marketing performance, and actions people take on a website, in a mobile app, or in stores
What are the four types of data you will use in when working in Facebook ads?
Info about actions people take, data from FB campaign performance, data from tests/experiments, and data about marketing performance
What measurement methodology is limited by not assessing incremental impact and only being reliable if the confidence level is at least 75%?
A/B Test
What measurement methodology is limited by factors such as its treatment variable not always being isolated, or test and control groups maybe having outliers?
RCT (randomized Control Trial)
What measurement methodology is limited by factors such as not being experimental, or potentially delivering biased outcomes?
Observational Method
