What two additional statistical analysis are required to test the analyst’s hypothesis?

A marketing analyst wants to understand the relationship between campaign frequency and additional return on ad spend (ROAS) across 150 CPG Facebook campaigns. The analyst has the following information on these campaigns: reach, frequency, duration, budget, product category, buying strategies, and outcomes like additional sales and ROAS.

The analyst suspects that campaign frequency is related to other campaign characteristics and is planning to run the following statistical model:

ROAS Lift = bO + b1.reach + b2.frequency + b3.duration + b4.budget + b5.product category + b6.buying strategy

What two additional statistical analysis are required to test the analyst’s hypothesis? (Choose 2)
A . Correlation matrix of campaign frequency and other predictors of ROAS Lift
B . Logistic regression including all relevant campaign characteristics
C . Simple linear regression of frequency and ROAS Lift
D . Multiple linear regression including non-linear and interaction terms

View Answer

Answer: AD