Perform an Analysis Flashcards

1
Q

What helps you to interpret the results of your analysis?

A

Statistical outputs

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2
Q

What allows you to measure the quality of an analysis?

A

Validation metrics

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3
Q

Regression coefficients are a statistical output, a validation metric, or both?

A

Statistical output

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4
Q

Slope and intercept are statistical outputs, validation metrics, or both?

A

Statistical output

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5
Q

Mean, median, and mode are statistical outputs, validation metrics, or both?

A

Statistical output

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6
Q

Confidence intervals are a statistical output, a validation metric, or both?

A

Statistical output

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7
Q

Bias and variance are statistical outputs, validation metrics, or both?

A

Statistical output

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8
Q

Standard deviation (STDEV) is a statistical output, a validation metric, or both?

A

Statistical output

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9
Q

Correlation coefficient (R) is a statistical output, a validation metric, or both?

A

Both

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10
Q

Standard errors (SE) are a statistical output, a validation metric, or both?

A

Both

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11
Q

Mean error is a statistical output, a validation metric, or both?

A

Both

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12
Q

Log-likelihood is a statistical output, a validation metric, or both?

A

Both

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13
Q

P-values are a statistical output, a validation metric, or both?

A

Both

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14
Q

R-squared is a statistical output, a validation metric, or both?

A

Validation metrics

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15
Q

Adjusted R-squared is a statistical output, a validation metric, or both?

A

Validation metrics

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16
Q

T-statistic is a statistical output, a validation metric, or both?

A

Validation metrics

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17
Q

F-statistic is a statistical output, a validation metric, or both?

A

Validation metrics

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18
Q

Durbin-Watson is a statistical output, a validation metric, or both?

A

Validation metrics

19
Q

Variance inflation factor is a statistical output, a validation metric, or both?

A

Validation metrics

20
Q

Sample size is a statistical output, a validation metric, or both?

A

Validation metrics

21
Q

What attribution model gives credit to only one touchpoint, it being the first?

A

Single-touch attribution model (first click or visit)

22
Q

What attribution model should be used to better understand how to value the first click or visit in a conversion path, especially when success is defined within a longer attribution window or a longer consideration period?

A

Single-touch attribution model (first click or visit)

23
Q

What attribution model gives no credit to impressions or later touchpoints that could have incremental effects on your conversion rate, and may oversimplify conversion paths that rely on middle- and lower-funnel activity?

A

Single-touch attribution model (first click or visit)

24
Q

Scenario:
A conversion path contained ONLY an impression, then a click, and then a visit 30 seconds later. If the click and visit happened more than 30 seconds apart, the click would get 100% of the attribution. But because the click and the visit happened less than 30 seconds apart, they count as the same touchpoint and get 100% of the credit for the conversion. What attribution model is being used?

A

Single-touch attribution model (first click or visit)

25
Q

What attribution model gives 100% of the credit for a conversion to the last click, visit, impression, or view that happened in a conversion path?

A

Last touch (including last click) attribution model

26
Q

What attribution model should you use when you want to consider only the last touchpoints in a conversion path?

A

Last touch (including last click) attribution model

27
Q

What attribution model can help you understand how to value the last touchpoint in a conversion path, especially when success is defined within a shorter attribution window or you have low-consideration conversions?

A

Last touch (including last click) attribution model

28
Q

What attribution model does not give credit to earlier touchpoints that could have incremental impact, and may oversimplify conversion paths that rely on upper- and middle-funnel activity like awareness and consideration?

A

Last touch (including last click) attribution model

29
Q

What rule-based single-touch attribution model gives 100% of the credit for a conversion to the last click or visit that happened in a conversion path?

A

Last touch (including last click) attribution model

30
Q

Scenario:
A conversion path’s last touchpoints contain an impression, then a click, then a visit. The visit receives 100% of the credit for the conversion. What attribution model is being used?

A

Last touch (including last click) attribution model

31
Q

Scenario:
A conversion path’s last touchpoints contains an impression, then a click, then a visit less than 30 after the click. Ordinarily, the visit would receive 100% credit for the conversion. The click and visit count as one touchpoint and get 100% of the credit for the conversion. What attribution model is being used?

A

Last touch (including last click) attribution model

32
Q

What attribution model considers the full conversion path and gives each touchpoint equal credit for a conversion, regardless of where it appeared on a conversion path or if it was an impression, click, or visit?

A

Even credit

33
Q

What attribution model helps you understand how to value the first touchpoint that introduced the product, the middle touchpoint that built consideration, and the last touchpoint that helped people get to the point of conversion?

A

Even credit

34
Q

What attribution model is more illustrative than actionable, since it highlights every touchpoint rather than the one(s) deserving the most credit?

A

Even credit

35
Q

What attribution model gives a specific percentage of credit for a conversion to the first and last touchpoints in a conversion path with the remaining credit distributed evenly across all intermediate touchpoints?

A

Positional

36
Q

What attribution model considers the full conversion path, but gives weighted credit to the first and last touchpoints?

A

Positional

37
Q

What attribution model helps you understand how to value the touchpoints that occurred first and last in a conversion path?

A

Positional

38
Q

What rules-based, multi-touch attribution model gives a specific amount of credit to the first and last touchpoints and distributes the rest of the credit evenly to the rest of the touchpoints in a conversion path?

A

Positional

39
Q

What attribution model gives an increasing percentage of credit for a conversion to touchpoints as they get closer in time to the conversion?

A

Time decay

40
Q

What attribution model considers the full conversion path, but gives weighted credit to touchpoints as they get closer in time to a conversion?

A

Time decay

41
Q

What attribution model helps you understand how to value the multiple touchpoints that helped lead to a conversion, but gives the most recent touchpoints more credit?

A

Time decay

42
Q

Compared to last-touch or last-click models, which attribution model better reflects how all touchpoints lead to a conversion in a way that may more realistically represent how customers interact with and consider ads as they get closer to converting?

A

Time decay

43
Q

What attribution model assigns fractional credit for a conversion to Facebook touchpoints based on their estimated incremental impact?

A

Data-driven attribution model

44
Q

What attribution model is only available on Facebook, Instagram, Audience Network, and Messenger only?

A

Data-driven attribution model