Certification Answers

Measure your customer-centric marketing Assessment Answers 2024

Certification Questions & Certification Answers

Which would be the best behavior to confirm that you’re relevant in this micromoment: “I-want-to-visit-Berlin”?

  1. A customer clicked on a display ad for cheap European train passes
  2. A customer watched a movie called “I Love Europe” on YouTube
  3. A customer read your article on “Best restaurants in Berlin”
  4. A customer researched about how to make Berlin brewery-style beer

100% Correct Answer:

  • A customer read your article on “Best restaurants in Berlin”

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?

  1. Establishing a baseline
  2. Creating a focused question
  3. Proving incremental impact
  4. Measuring view-through conversions

100% Correct Answer:

  • Proving incremental impact

When using surveys to measure brand health in the digital ecosystem, what is the preferred methodology?

  1. Staged roll-out
  2. Appreciative inquiry
  3. Exposed/unexposed
  4. Content analysis

100% Correct Answer:

  • Exposed/unexposed

What experiment would be best to answer this question: How effective is video advertising at driving sales in offline stores?

  1. 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.
  2. 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.
  3. 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. 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.

100% Correct Answer:

  • 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.

If you wanted to see how a consumer journey moves across devices, what method would be best?

  1. Geo-targeting or user-based
  2. Geo-targeting or panel
  3. Cross-device tracking
  4. Just user-based

100% Correct Answer:

  • Cross-device tracking

Related Options:

  1. User-based or panel
  2. Just user-based
  3. Geo-targeting or panel
  4. Geo-targeting or user-based

100% Correct Answer:

  • User-based or panel

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?

  1. Integrate databases into one platform
  2. Just read the one with the best results
  3. Better manage cross-channel measurment
  4. Try last-click attribution

100% Correct Answer:

  • 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?

  1. Stop investing in mobile messages and encourage other forms of creative
  2. Rethink all strategy and start over including devising your own model
  3. Make sure attribution models account for cross-device conversion
  4. Try a time-decay attribution model alongside a last-click one

100% Correct Answer:

  • Make sure attribution models account for cross-device conversion

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?

  1. Brand efficacy
  2. Impressions
  3. Brand love
  4. Viewability

100% Correct Answer:

  • Viewability

Which marketing currency is commonly associated with the “Care” stage?

  1. Time
  2. Attention
  3. Money
  4. Money and fans

100% Correct Answer:

  • 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?

  1. Number of customers who asked for a loyalty card
  2. Number of up-sells of pastries and baked goods
  3. Video views of a new video talking about their unique selling point around how they roast coffee
  4. Number of coffees purchased

100% Correct Answer:

  • Video views of a new video talking about their unique selling point around how they roast coffee

This page was last edited on 3rd February, 2024 at 4:56 PM (UTC).

I hope this helps! Let me know if you have any other questions.

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