Measure Your Customer-Centric Assessment - Answers Updated March 2023

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?

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

In an effort to test something new, Peter’s team ran a new display campaign alongside their video and search ads. After the test phase, the marketing director complained about an increase in their digital marketing spend due to adding a new type of campaign. What did they forget to take into account?

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

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

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 geo-targeted method. Only show the ad to specific pe...

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-devi...

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? (Duplicate 2)

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

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

A customer watched a movie called “I Love Europe” on YouTube. A customer read your article on “Best restaurants in Berlin”. A customer clicked on a display ad for cheap European train passes. A customer researched about how to make...