Use the background provided as well as the table of test results to respond to the following questions.

1. Create a descriptive statistics table for creative impressions, which includes the count of creatives, and the mean, median, minimum, maximum, and standard deviation of impressions for a creative. (For instance, given the eight creatives, what’s the mean number of impressions that a creative received during the test?) Follow the format specified in the textbook. Note that you can include your responses to both #1 and #2 within the same descriptive statistics table.

2. Create a descriptive statistics table for creative clicks, which includes the count of creatives, and the mean, median, minimum, maximum, and standard deviation of clicks for a creative. (For instance, given the eight creatives, what’s the mean number of clicks that a creative received during the test?) Follow the format specified in the textbook. Note that you can include your responses to both #1 and #2 within the same descriptive statistics table.

3. For each of the performance metrics shown in the table (Imps, Clicks, CTR, Cost, CPC, Conv., CRate, Rev, ACV, Rev/$), indicate whether the metric represents a count, sum, rate, or rolling average. (20 points total)

4. For each item below (a-e), answer the question and give the metric and metric’s value that you used to determine the answer to the question. Which of the creatives (Ad A through Ad H):
a. Brought the highest number of visitors to the website during the test?
b. Cost the company the most each time it was clicked on?
c. Brought the greatest total amount of revenue to the website during the test?
d. Was shown to the largest number of people?
e. Was least likely to be clicked on when shown to a user during the test?

Note: When calculating standard deviations for this assignment, these data represent a sample, not a population. As such, use the stdev.s function in Excel.

5. DBVac intends to continue this advertising campaign for the next two months, over which time they have budgeted spending an additional $50,000 above what was spent during the test. Therefore, the company wants to know which one of the creatives they should use for the next two months of the campaign given that their goal is to maximize revenue directly associated with the $50,000 keyword advertising campaign. Assuming that the values generated during the test are a valid representation of what DBVac would experience during the next two months:
a. Which of the creatives should they choose and why? (Answer in fewer than 30 words.)
b. How much revenue would you expect the company to generate by spending $50,000 on that creative? (Show your math.)

6. Use your knowledge of the ads’ content, keyword advertising, and human behavior to provide hypotheses that could explain the following observations:
a. Ad D has a high CTR compared to the other creatives, but a low CRate. Provide a hypothesis that could explain this.
b. When metrics for specific geographies were considered, it turned out that Ad C had a much higher CTR than Ad E for users located in Utah, but, in the Denver, Colorado area, the reverse was true (i.e., Ad E had a much higher CTR than Ad C). Provide a hypothesis that could help explain this.

To provide a comprehensive response to your questions, I would need access to the provided table of test results (Keyword Test Results.xlsx) in order to perform the necessary calculations and analyze the data.

However, since I don't have access to external files or the ability to perform calculations using Excel within this text-based interface, I won't be able to generate the descriptive statistics tables or perform the specific calculations requested.

Nevertheless, I can still provide general guidance and insights based on the information you've provided:

1. Descriptive Statistics for Creative Impressions:

Count: The number of creatives.
Mean: The average number of impressions received by a creative.
Median: The middle value of the impressions when arranged in ascending order.
Min: The minimum number of impressions received by a creative.
Max: The maximum number of impressions received by a creative.
Standard Deviation: The measure of variability or dispersion in the impressions.

2. Descriptive Statistics for Creative Clicks:

Count: The number of creatives.
Mean: The average number of clicks received by a creative.
Median: The middle value of the clicks when arranged in ascending order.
Min: The minimum number of clicks received by a creative.
Max: The maximum number of clicks received by a creative.
Standard Deviation: The measure of variability or dispersion in the clicks.

3. Performance Metric Types:

Imps (Impressions): Count
Clicks: Count
CTR (Click-through Rate): Rate
Cost: Sum
CPC (Cost per Click): Rate
Conv. (Conversions): Count
CRate (Conversion Rate): Rate
Rev (Revenue): Sum
ACV (Average Conversion Value): Rate
Rev/$ (Revenue per Dollar Spent): Rate

4. Determining Metrics:

a. The creative with the highest number of visitors can be identified by comparing the "Imps" (impressions) values for each creative and selecting the one with the highest value.
b. The creative that cost the company the most per click can be determined by calculating the "CPC" (cost per click) for each creative and selecting the highest value.
c. The creative that brought the greatest total amount of revenue can be determined by comparing the "Rev" (revenue) values for each creative and selecting the one with the highest value.
d. The creative shown to the largest number of people can be identified by comparing the "Imps" (impressions) values for each creative and selecting the one with the highest value.
e. The creative that was least likely to be clicked on can be determined by comparing the "CTR" (click-through rate) values for each creative and selecting the lowest value.

5. Creative Selection for Next Two Months:

a. To choose the creative for the next two months, compare the "Rev" (revenue) values for each creative and select the one with the highest value. This creative should be chosen because it generated the most revenue during the test.
b. To estimate the revenue the company would generate by spending $50,000 on the chosen creative, multiply the "Rev/$" (revenue per dollar spent) metric by $50,000.

6. Hypotheses for Observations:

a. Ad D having a high CTR but a low CRate could be explained by the possibility that the ad's content or design is highly engaging, attracting a large number of clicks, but it fails to convert those clicks into actual conversions or sales.
b. The difference in CTR between Ad C and Ad E in different geographies (Utah vs. Denver, Colorado) could be influenced by regional preferences, cultural factors, or variations in keyword relevance to the target audience in each location.

Learn more about analyze the data here: https://brainly.com/question/28132995

#SPJ11