What should the company do to test if it gets more incremental conversions from relying only on direct response strategies?

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?
A . Set up an A/B test comparing both strategies
B . Review last-touch attribution model
C . Run both strategies at the same time and compare the conversions
D . Build a test based on a multi-cell experimental design

View Answer

Answer: C