Which marketing currency is commonly associated with the "Care" stage?

Which marketing currency is commonly associated with the "Care" stage?

Answer

•  Money and fans
•  Attention
•  Time
•  Money

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?

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?

Answer

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

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

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

Answer

•  Staged roll-out
•  Appreciative inquiry
•  Content analysis
•  Exposed/unexposed

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

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

Answer

•  A customer clicked on a display ad for cheap European train passes
•  A customer researched about how to make Berlin brewery-style beer
•  A customer read your article on "Best restaurants in Berlin"
•  A customer watched a movie called "I Love Europe" on YouTube
• It might not be the correct answer, you should do your homework by learning in the Academy for ads.
• If your looking for the right answer for: "Which would be the best behavior to confirm that you're relevant in this micromoment: "I-want-to-visit-Berlin"?"

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

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

Answer

•  Geo-targeting or user-based
•  Just user-based
•  Cross-device tracking
•  Geo-targeting 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?

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?

Answer

•  Integrate databases into one platform
•  Better manage cross-channel measurment
•  Just read the one with the best results
•  Try last-click attribution

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

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

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.
•  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.
•  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.
•  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.
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