QUESTION 2

1. An inbound marketing platform allows for

   		Non digital content management
   		Digital content management
   		Data management
   		Both A & B

10 points

QUESTION 3

1. The purchase funnel describes the consumer journey towards

   		Awareness
   		Consideration
   		Preference
   		Purchase*

10 points

QUESTION 4

1. Data management platforms allow companies to

   		measure campaign performance across the segments and channels and increase conversions.
   		collect, store, and sort digital information
   		categorize customer data to better understand audience
   		all of the above

10 points

QUESTION 5

1. Second Party data is

   		data collected by one's own organization
   		data owned by another organization and shared with one's own organization*
   		data owned and generated by one's own organization to share with other organizations
   		data purchased from another organization

10 points

QUESTION 6

1. Data management platforms allow people to utilize which type of data to target a specific audience on ad networks?

   		first party
   		second party
   		third party
   		all of the above

10 points

QUESTION 7

1. The marketing platform used to measure, predict and optimize for traditional and digital media is a

   		Inbound Marketing Platform
   		Data Management Platform
   		Comprehensive marketing measurement and optimization platform
   		none of the above

10 points

QUESTION 8

1. Comprehensive marketing measurement and optimization platforms provide a

   		More complete picture of influences and consumers
   		More marketing-specific perspective
   		More simplistic way of viewing media
   		Both A & B

10 points

QUESTION 9

1. The combination of media that companies use to reach consumers and meet their needs successfully is an example of a

   		Purchase strategy
   		Marketing flowchart
   		Marketing mix
   		none of the above

10 points

QUESTION 10

1. The problem with marketing mix modeling is

   		The idea that companies should meet consumers in different ways
   		It only looks at relationships with existing media
   		It focuses on only digital media
   		The model is complex

10 points

QUESTION 11

1. A potential problem with some attribution models is

   		The assumption that all credit goes to the last exposure
   		The model is hard to visualize and thus hard to interpret
   		Each attribution can affect people in different way
   		It searches for a conversion event

10 points

QUESTION 12

1. Marketing Evolution is an example of a marketing measurement and optimization platform that

   		Synthesizes data from first, second, third, fourth party data and primary data for a complete picture
   		Creates impact based planning based on predictive analysis
   		Utilizes people-centric modeling and focuses on return on investment
   		All of the above*

10 points

QUESTION 13

1. Impact-based planning

   		Is based on solely foresight analysis
   		Does not allow for adjustments within the software
   		Optimizes media for planned and optimized scenarios
   		Optimizes exposure