Incrementality inPerformance Marketing — Learn free

Self-check

Questions 1–10 of 10

1. What pivotal question lies at the core of incrementality in marketing?
Question 1A. Which advertising channel is cheapest?B. Would customers buy without the corresponding paid advertising?C. How many ads should be shown per day?D. Which creative design performs best?E. How large should the marketing budget be?
2. Into how many groups does incrementality analysis divide audience reactions to ads?
Question 2A. TwoB. FourC. ThreeD. FiveE. Six
3. Which audience group is unaffected by ads no matter how much they see them?
Question 3A. Incremental audienceB. Pre-existing demand audienceC. Control groupD. Non-responsive audienceE. Exposed audience
4. How does the pre-existing demand audience respond to ads?
Question 4A. They never buy, with or without adsB. They buy only because they saw an adC. They ignore all marketing channelsD. They switch to a competitor's productE. They were already planning to buy; ads might change when they buy but not whether they buy
5. Which audience group engages or buys only because they saw ads?
Question 5A. Incremental audienceB. Non-responsive audienceC. Pre-existing demand audienceD. Loyal audienceE. Organic audience
6. How is an incrementality test structured?
Question 6A. One group sees ads at different times of dayB. Group A is exposed to advertising and Group B is not, with both groups otherwise as identical as possibleC. Two groups are shown different productsD. A single group is surveyed about their purchase intentE. Ads are shown only to previous customers
7. Which metrics are evaluated when comparing the two groups after an incrementality test?
Question 7A. Page load time and bounce rateB. Employee headcount and payrollC. Conversion rates, order rates and revenue per userD. Number of ads shown and ad sizeE. Social media followers and likes
8. What is the purpose of identifying the audience directly influenced by ads?
Question 8A. To exclude them from future campaignsB. To charge them higher pricesC. To reduce the total number of customersD. To optimise resources efficiently and maximise the impact of advertising effortsE. To replace paid advertising with organic content
9. Which statement about the non-responsive audience is correct?
Question 9A. They buy earlier when shown more adsB. They are the main source of incremental revenueC. They are the exposed group in an incrementality testD. They respond best to email marketingE. Ads do not make them feel like engaging or buying
10. Which of the following is NOT one of the three audience groups in incrementality analysis?
Question 10A. Price-sensitive audienceB. Non-responsive audienceC. Pre-existing demand audienceD. Incremental audienceE. People who buy only because they saw ads