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Your company sells eyeglasses and sold 10 percent more than its target for desktop sales. Mobile’s paid search and display ads drove lots of mobile site traffic, yet that traffic doesn’t seem to convert well. Which is the best recommendation to find out whether mobile played a role in driving desktop success?

  1. All that matters is that the company surpassed its sales goal. Don’t fix what isn’t broken. Keep doing exactly what you’re doing, because it’s working really well.
  2. Remind your company that what you should be measuring is transactions, not customer behavior. The only touchpoint that matters is the last click.
  3. Realize the customer journey can be very long and complex, and put together a proposal to incorporate data-driven attribution.
  4. Assume the data is correct and advise your company to invest in the channels that are clearly performing best and reduce mobile investment.

100% Correct Answer:

  • Realize the customer journey can be very long and complex, and put together a proposal to incorporate data-driven attribution.

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Measure mobile effectively Assessment Answers

Digital Transformation: Measure mobile effectively Assessment Answers

  1. 15/05/2019 Your company sells eyeglasses and sold 10 percent more than its target for desktop sales. Mobile’s paid search and display ads drove lots of mobile site traffic, yet that traffic doesn’t seem to convert well. Which is the best recommendation to find out whether mobile played a role in driving desktop success?
  2. 15/05/2019 Which estimator would work best at linking cross-channel conversions from mobile to offline store?
  3. 15/05/2019 Your research tells you that customers start searching for your products with their smartphone, yet you don’t see mobile doing well in your data. What is a good way to fix that problem?
  4. 15/05/2019 Which of the following couldn’t be answered with a controlled marketing experiment?
  5. 15/05/2019 Which of the following isn’t a tool to help you better assess mobile’s performance?
  6. 15/05/2019 What measurement strategy would be best for an independent local cake shop that is trying to link a mobile promotion to increased offline sales?
  7. 15/05/2019 Rose sees in her data that many of the people that converted were exposed to a display campaign she ran. So she concludes the display campaign was a success. What did she forget to take into account?
  8. 15/05/2019 Which would be the best key performance indicator (KPI) for this micro-moment: “I-want-to-try-schnitzel”?
  9. 15/05/2019 Which key performance indicator (KPI) would not be relevant to a schnitzel restaurant?
  10. 15/05/2019 What experiment would be best to answer this question: How effective is mobile video at driving website visits?
  11. 15/05/2019 Which would be the best behavior to confirm that you’re relevant in this micromoment: “I-want-to-visit-Berlin”?
  12. 15/05/2019 If you wanted to see how a consumer journey moves across devices, what method would be best?
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