This quiz tests understanding of interaction effects and how to model joint channel lift.
Cross‑channel synergy occurs when combined spend on channels A+B yields lift greater than ______ sum.
additive
geometric
multiplicative
minimum
Synergistic effects create incremental conversions beyond individual contributions.
An interaction term in regression captures synergy as ______ effect.
incremental joint
marginal independent
static
negative carry‑over
Coefficient on interaction variable measures extra lift when both channels present.
2025 studies show video + search synergy where video raises search ______ rate.
bounce
cookie
viewability
conversion
Video primes users who later search brand, increasing search efficiency.
Synergies are often strongest when channels operate at different stages of the ______ funnel.
purchase
cookie
render
DNS
Upper‑funnel awareness boosts lower‑funnel conversion channels.
Ignoring synergy can lead optimisers to over‑cut awareness channels and ______ total ROI.
halve
decrease
increase
stabilise
Losing assists drops efficiency of remaining channels, shrinking overall returns.
MMM visual synergy matrices plot percentage of lift attributable to each ______ pair.
pixel
viewport
cookie
channel
Matrix heatmap quickly shows high‑impact interactions for strategy planning.
Bayesian hierarchical models shrink noisy interaction terms toward ______.
mean
infinite
one
zero
Shrinkage avoids over‑claiming synergy where data weak.
Cross‑channel synergy is harder to detect when channels’ spend trends are perfectly ______.
collinear
unrelated
random
inverse
High correlation between spends masks incremental joint effects.
Synergy tests can involve geo‑split where one region receives only A, another only B, and third ______.
cookie
both
CPC
neither
Comparing lifts isolates combined effect vs parts.
Marketing mix optimisers should include synergy to avoid local optima; otherwise they assume ______ additivity.
negative
simple
random
complex
Additive assumption misses value of combined channel investment.
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
