CertificationAnswers

 

Ron markets football cleats for a sporting goods company and ran a dynamic campaign in the hope of increasing sales volumes. Conversions in the “See” stage were really low. Which explanation is the most plausible?

 

• He may have used too many signals to target his audience, his message may been better suited for the “Think” stage, and the key performance indicator for the “See” stage could have been wrong.

 

• He forgot to account for the app campaign that was running concurrently. In the app, customers were invited to join an exclusive club where they received information others didn’t.

 

• He could have used the wrong format for his one marketing message. What is also probable is that he made a spelling error when inputting the settings in his programmatic tools.

 

• He most likely provided too many details for the three customer portraits he chose. There is also a good chance that he didn’t use See, Think, Do, Care effectively.

 

 

 

Rodrigo’s campaign to increase automobile sales using an online car configurator didn’t convert as hoped. The configurator usage was high, but sales were low. What went wrong?

 

• The “Care” section of the customer journey was ignored.

 

• Programmatic can’t track online and offline sales very well.

 

• The algorithm on the data-driven attribution model was off.

 

• The attribution model fails to take the role of the configurator into account.

 

 

 

You just received low results from an awareness campaign for a local non-profit you manage. You used a wide array of signals to make sure you provided relevant answers across the entire journey. What will you try next time?

 

• Combine fewer signals, so that you reach more people

 

• Completely start over from scratch with a new campaign

 

• Combine even more signals, so that you are sure to reach more people

 

• Absolutely nothing and let this pass you by as a lesson learned

 

 

 

Louise, who works for a computer company, is trying to understand why customers she targeted in the “Care” stage didn’t convert. She sent them a “For your first purchase of software, get a discount” display ad. Why didn’t this work?

 

• This message catered to customer awareness.

 

• This message would have worked better for the “Do” stage.

 

• This message would have worked better for the “See” stage.

 

• This message would have worked better for the “Think” stage.

 

 

 

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. But, on her recent programamtic campaign, mobile isn’t getting any credit. What would you recommend to solve this measurement problem?

 

• Stop investing in mobile messages and encourage other forms of creative

 

• 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

 

 

 

Which programmatic tool allows you to purchase individual impressions in auction-based environments?

 

• Ad publishers

 

• Trading desks

 

• Demand-side platforms

 

• Ad exchanges