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Measure Your Customer-Centric Marketing Assessment Answers 2019
This learning path helps you anticipate differences between the traditional and digital worlds and offers tips to ensure effective measurement.
Customer-centric measurement assessment answers
https://academy.exceedlms.com/student/path/4733
1.)
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?
2.)
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?
3.)
What experiment would be best to answer this question: How effective is video advertising at driving sales in offline stores?
4.)
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?
5.)
If you wanted to see how a consumer journey moves across devices, what method would be best?
6.)
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?
7.)
When using surveys to measure brand health in the digital ecosystem, what is the preferred methodology?
8.)
Which marketing currency is commonly associated with the “Care” stage?
9.)
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?
10.)
Which would be the best behavior to confirm that you’re relevant in this micromoment: “I-want-to-visit-Berlin”?
This learning path helps you anticipate differences between the traditional and digital worlds and offers tips to ensure effective measurement.
Customer-centric measurement assessment answers
https://academy.exceedlms.com/student/path/4733
1.)
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
2.)
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
3.)
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.
4.)
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
5.)
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-based
6.)
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
7.)
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
8.)
Which marketing currency is commonly associated with the “Care” stage?
- Attention
- Time
- Money
- Money and fans
9.)
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
10.)
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
