If you need to pick the two types of optimization, which ones would you choose? Choose two.

You’re an advertiser at a large agency, and you want to know how marketing mix models work. Which of the following descriptions explains what marketing mix models do?

Marketing mix models evaluate a customer’s long-term marketing value to provide a more accurate view of performance. Marketing mix models are a way to determine the impact of a specific variable on control and treatment groups. Marketing mix models use conversion data to calculate the contribution of each interaction across the conversion path. Marketing mix […]

If you want to know the duration between a user’s first exposure and their subsequent conversion, what report do you need?

You need the navigation report. You need the seasonality report. You need the time lag report. You need the change history report. The correct answer is: You need the time lag report.

How would you turn marketing insights into action?

By shifting budgets from well-performing channels to underperforming channels. By increasing the frequency of underperforming ad creatives. By focusing on the right audience for the message shared in that stage of the buying journey. By increasing investment in an underperforming channel. The correct answer is: By focusing on the right audience for the message shared […]