A CPG advertiser wants to determine how much ROI is provided by Facebook compared to other channels, like TV and online publishers. The advertiser runs a digita deep dive marketing mix modeling.

Refer to information from the test:

A soda brand is presented the following results based on a marketing mix model to explain year-over-year sales change.

How should the competitive media value be interpreted?

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?