Measure Your Customer-Centric Marketing Assessment Answers - Academy for Ads
Measure Your Customer-Centric Marketing Assessment Answers - Academy for Ads
The language of the answers are in English.
Some Questions:
Each month, Tracy received separate reports from her display, mobile, search, and video teams. Analyzing the data was super tough. What solution would you recommend?
Just read the one with the best results
Better manage cross-channel measurment
Try last-click attribution
Integrate databases into one platform
Jenni sells custom-printed t-shirts and knows that customers begin their journey online with research on their mobile devices and end up making most purchases using their desktop. Her measurement report shows that mobile had no impact. What would you recommend to solve this measurement problem?
Try a time-decay attribution model alongside a last-click one
Rethink all strategy and start over including devising your own model
Make sure attribution models account for cross-device conversion
Stop investing in mobile messages and encourage other forms of creative
What experiment would be best to answer this question: How effective is video advertising at driving sales in offline stores?
Run a questionnaire using a random sample to see if they think the ads were really the factor that enticed them to visit their website. Compare this with time-on-site analytics for further insight.
Try a geo-targeted method. Only show the ad to specific people in specific regions and compare the results to those who didn’t see the ad.
Just apply the user-based method that is part of Google’s cross-device tracking tools and a data management platform to see what channels are really working and not working.
Try a randomized brand-lift experiment to see whether website visits increased in areas where the mobile video campaign was running. Verify with analytics’ data.
In an effort to test something new, Peter’s team ran a new display campaign alongside their video and search ads. After the test phase, the marketing director complained about an increase in their digital marketing spend due to adding a new type of campaign. What did they forget to take into account?
Proving incremental impact
Establishing a baseline
Creating a focused question
Measuring view-through conversions
If you wanted to see how a consumer journey moves across devices, what method would be best?
Geo-targeting or panel
Cross-device tracking
Geo-targeting or user-based
Just user-base
If you wanted to understand if the impressions you purchased were actually seen by customers, what measurement concept would you ask to know more about?
Brand efficacy
Viewability
Impressions
Brand love
When using surveys to measure brand health in the digital ecosystem, what is the preferred methodology?
Content analysis
Staged roll-out
Exposed/unexposed
Appreciative inquiry
Which marketing currency is commonly associated with the “Care” stage?
Attention
Time
Money
Money and fans
What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele in the “Think” stage?
Number of customers who asked for a loyalty card
Number of up-sells of pastries and baked goods
Number of coffees purchased
Video views of a new video talking about their unique selling point around how they roast coffee
Which would be the best behavior to confirm that you’re relevant in this micromoment: “I-want-to-visit-Berlin”?
A customer read your article on “Best restaurants in Berlin”
A customer clicked on a display ad for cheap European train passes
A customer researched about how to make Berlin brewery-style beer
A customer watched a movie called “I Love Europe” on YouTube
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