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Learn about the strategic implications of measuring mobile effectively

Proving mobile marketing’s impact can be a challenge. This Learning Path explores metrics, filling measurement gaps, and experimenting to validate your efforts. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

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A1.

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

•   User-based or panel
•   Geo-targeting or user-based
•   Geo-targeting or panel
•   Just user-based

 

A2.

Rose sees in her data that many of the people that converted were exposed to a display campaign she ran. So she concludes the display campaign was a success. What did she forget to take into account?

•   Proving incremental impact
•   Establishing a baseline
•   Creating a focused question
•   Measuring view-through conversions

A3.

What experiment would be best to answer this question: How effective is mobile video at driving website visits?

•   Try a combination of user-based and geo-targeted methods. 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.
•   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 randomized brandlift experiment to see whether website visits increased in areas where the mobile video campaign was running. Verify with analytics’ data.

A4.

Which of the following couldn’t be answered with a controlled marketing experiment?

•   What are the most important reasons that people recommend our products?
•   Is mobile search really performing as badly as it seems at driving offline sales?
•   How do we determine the true causal impact from our mobile ads?
•   How impactful is our mobile strategy in all of our regional markets?

 

B5.

Which estimator would work best at linking cross-channel conversions from mobile to offline store?

•   Emailing a receipt
•   Newsletter sign-ups
•   Video views
•   Social media likes

B6.

What measurement strategy would be best for an independent local cake shop that is trying to link a mobile promotion to increased offline sales?

•   Establish a baseline of store traffic before the campaign. Release display ads when you know your customers are most likely to be online. See if store traffic increases after display ads are released.
•   Conduct a survey from previous customers on the following topics: favorite cake flavors, dessert preferences, favorite cake recipes. See if store traffic increases after the survey has been issued.
•   Add click-to-call buttons to your mobile ads. While the behavior will have to be extrapolated somewhat, you should still see an increase in store traffic. Encouraging calls adds that valued human touch.
•   Incorporate some geo- or A/B testing into your marketing plan. See how different people in different regions respond to your display ads. Choose the most popular ad to base your next campaign.

 

B7.

Which of the following isn’t a tool to help you better assess mobile’s performance?

•   Location extensions
•   Data-driven attribution
•   Cross-device measurement
•   Data management platform

 

B8.

Your company sells eyeglasses and sold 10 percent more than its target for desktop sales. Mobile’s paid search and display ads drove lots of mobile site traffic, yet that traffic doesn’t seem to convert well. Which is the best recommendation to find out whether mobile played a role in driving desktop success?

•   Realize the customer journey can be very long and complex, and put together a proposal to incorporate data-driven attribution.
•   Assume the data is correct and advise your company to invest in the channels that are clearly performing best and reduce mobile investment.
•   All that matters is that the company surpassed its sales goal. Don’t fix what isn’t broken. Keep doing exactly what you’re doing, because it’s working really well.
•   Remind your company that what you should be measuring is transactions, not customer behavior. The only touchpoint that matters is the last click.

C9.

Your research tells you that customers start searching for your products with their smartphone, yet you don’t see mobile doing well in your data. What is a good way to fix that problem?

•   You need to find a way to get your marketing teams to consolidate measurement and get a single view on the customer across devices and channels
•   You need to review your data again and try to come up with fresh insights on how to direct more traffic to desktop because that is what converts better.
•   You need to turn off cross-device tracking because this is extra data that is most likely skewing your analyst’s interpretations.
•   You need to ensure that the marketing teams are focusing on solving only their problems. Double check that they are using last-click attribution correctly.

 

C10.

Which would be the best key performance indicator (KPI) for this micro-moment: “I-want-to-try-schnitzel”?

•   Clicks to navigate to schnitzel restaurant location
•   Social media likes for photo essay on Berlin
•   Berlin tourism app downloads
•   Calls to help desk

C11.

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 watched a movie called “I Love Europe” on YouTube.
•   A customer researched about how to make Berlin brewery-style beer.

C12.

Which key performance indicator (KPI) would not be relevant to a schnitzel restaurant?

•   Basket size
•   Restaurant visits
•   Coupon downloads
•   Reservation requests

Learn how to reach customers in today’s mobile-1st landscape

Explore how to reach mobile-1st customers through micro-moments and signals. Also, see what other companies are doing to reach their mobile-1st customers. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

 

D1.

Why should companies adopt mobile-first thinking?

•   The offline and online worlds are blurring and it’s prudent to start anticipating how to leverage this space
•   Mobile first is great, except for campaigns when you’re trying to increase brand awareness
•   Almost a quarter of the world owns a smartphone, a tablet, and a laptop
•   It encourages siloed thinking and that creates efficiencies

 

A2.

You just received disappointingly low results from an awareness campaign for a local non-profit that you managed. You did your research and used a wide array of signals to make sure you got your answers to your micro-moments right. What will you try next time?

•   Absolutely nothing and let this pass you by as a lesson learned
•   Completely start over from scratch with a new campaign
•   Combine even more signals, so that you are sure to reach more people
•   Combine fewer signals, so that you reach more people

A3.

Imagine an intern asked you about contextual and intent-rich signals. What would you say?

•   Intent-rich signals are the only ones that matter.
•   Contextual signals are the ones to focus on.
•   Finding the balance between intent and context is key.
•   Neither matter to marketers in a mobile world.

B4.

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was used to target you with this ad?

•   People who were interested in half marathons in the area
•   People who searched for “where to buy chicken curry”
•   An earlier site visit of electronic music school
•   All those who searched for a recipe

D5.

You’re a marketing manager for a leading online music store and have been given a new key performance indicator (KPI) to hit this quarter: sell 25 percent more units of electronica artists month over month. What mobile engagement would you recommend to achieve this goal?

•   Enhanced GPS targeting to get customers into the store
•   Send a 10 percent off coupon to email mailing list
•   Add a click-to-navigate button to your banner ads
•   Make your home office address easy to find

D6.

Your data is showing that mobile isn’t performing well. However, you know from a focus group that users are using mobile early in their journey and that mobile isn’t getting the credit it deserves. What mobile engagement and conversion strategy do you suggest to ensure mobile gets proper credit?

1.   Site traffic
2.   Lead generation
3.   Mobile commerce
4.   Cross-device conversion

 

C7.

You’ve been asked to identify micro-moments for a new automotive client. Where do you start?

•   Just focus on the moments involving cash transactions
•   Look at your data to get insights on customer behavior
•   Capture each and every moment you can. Don’t hold back.
•   Avoid location data and information relating to time

B8.

You’re surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don’t. What could have been done to be more relevant in that micro-moment?

•   The marketers should have focused only on environmental signals.
•   The marketers should have ignored this micro-moment.
•   The marketers could have relied on more media signals.
•   The marketers’ ad could have said how your friend “liked” the school.

B9.

Your manager asked you to give more consideration to a user’s location. What kind of signals would you look at?

•   Environmental
•   Learned
•   Media
•   Intuitive

C10.

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

•   Go back to your search data and try to anticipate all the questions your customers may have
•   Try to speak to every moment your customers may be using their smartphones and devices
•   Rule out signals such as likes, comments, browse behavior, and reading an article
•   Disregard the feedback and trust that your instincts are correct