CertificationAnswers

 

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?

 

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

 

• Money and fans

 

• Time

 

• Money

 

• Attention

 

 

 

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?

 

• Better manage cross-channel measurment

 

• Just read the one with the best results

 

• Integrate databases into one platform

 

• Try last-click attribution

 

 

 

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

 

• Cross-device tracking

 

• Geo-targeting or panel

 

• Just user-based

 

• Geo-targeting or user-based

 

 

 

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

 

• Impressions

 

• Viewability

 

• Brand love

 

 

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

 

• Content analysis

 

• Appreciative inquiry

 

• Staged roll-out

 

• Exposed/unexposed