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Programmable marketing basics Assessment Answers - Academy for Ads

Programmable marketing basics Assessment Answers - Academy for Ads

Programmable marketing basics Assessment Answers - Academy for Ads

 

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?

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?

Your manager thinks the detail you've used in your customer portraits isn't necessary. What should you do next?

What would be the best format and message for a women's clothing retailer in the "Do" stage?

If you were asked to explain programmable marketing to your peers, what should you say?

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

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?

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?

What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele?

Imagine you're prepping your team about an upcoming programmatic campaign and someone asks you how you'll actually plan and buy ad space. What do you say?

Ormond, who works for a national basketball franchise, wanted to reach more fans with new content. They identified new segments and aimed to deliver real-time, online, live game footage. Conversions were really low. Why didn't this work?

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?

Imagine you're trying to convince your board that investing in programmatic technology would be a step forward for your company. What do you think would convince them?

Question 14 of 14

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?

To capture the “Do” stage for a marketing campaign selling men’s razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?

  • This was a great idea to reward loyal customers.
  • This would have been better as an awareness campaign.
  • This tactic would have been appropriate for the “Think” stage.
  • This tactic didn’t consider personas or opposites attract thinking.

If you were asked to explain programmable marketing to your peers, what should you say?

  • It’s about buying ad space when and wherever you want. It increases the complexities around decision-making and measurement, but the return on investment is worth the effort.
  • It’s the strategy behind the activation of technology that automates, scales, and personalizes marketing messages across the entire customer journey.
  • It’s really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.It’s really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.
  • It’s the tools, such as demand-side and supply-side platforms, available to help scale, personalize, and automate marketing messages across the entire customer journey.

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 work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the “Think” stage of See, Think, Do, Care?

  • Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”
  • Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies
  • Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience
  • Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card

 

18

 

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.

 

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?

By

 

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?

By

 

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?

By

 

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?

By

 

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?

By

 

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?

By

 

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

 

  • Ad publishers

 

  • Trading desks

 

  • Demand-side platforms

 

  • Ad exchanges