Programmable Marketing Basics Assessment - Answers Updated March 2023

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...

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 ...

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 configurato...

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...

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

Ad publishers Trading desks Demand-side platforms Ad exchanges

What would be the best format and message for a women’s clothing retailer in the “Do” stage?

Blog post outlining fashion trends Newsletter on tips to take care of your new garment Search ads with discounts and a site-link extension leading to product Skippable pre-roll ad talking about how the clothing is manufactured and designed

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?

This happens with demand-side platform technology You’ll use ad publishers to help you with this You’ll have to research all the different trading desks and pick one to help you Use anything but an ad exchange to help with running campaign

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?

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

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