200-101 practice question 9 of 15
A travel company wants to know if it gets additional conversions by relying only on its direct response strategies, as opposed to combining each…
Choose your answer, then check it against the explanation.
A travel company wants to know if it gets additional conversions by relying only on its direct
response strategies, as opposed to combining each strategy with branding campaigns. The company
continuously keeps track of each strategy's performance, but it measures them separately. Also, each
strategy's measurement has its own KPI. These are the latest results:
• Branding campaigns:
• A benchmark of 35 Brand Lift tests, SI.70 USD per additional ad recaller
• An average of 125 conversions per campaign
• Direct response campaigns:
; A benchmark of 20 Lift tests, $2.50 USD per Conversion Lift - An average of 370 conversions per
campaign
What should the company do to test if it gets more incremental conversions from relying only on
direct response strategies?
Question 9 of 15
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