The percentage of women who could be selected is 60%. The likelihood that a person would enter the contest after being shown a Facebook ad is estimated to be 16%. First, we start with the probability of a woman being selected, which is the same as the base rate, 60%. The probability of it being a man is 1-60%=40%. Tables 1 and 2 show the calculations that reveal the likelihood that a woman shown the ad would enter the contest versus a man.
| Woman entered contest | Man entered contest | |
| Woman target | 9.60% | 50.40% |
| Man target | 33.60% | 6.40% |
| Probability of man entering contest | Probability of woman entering contest | |
| 11% | 22% |
Tech Twire. 