________ is the act of determining the value of each customer touch point leading to a conversion. This helps you figure out which marketing channels or campaigns should be credited with the conversion, with the ultimate intention of allocating future spend to acquire new customers. The platform used is called ________. Note: Do not abbreviate your answer.

Multi-touch attribution, multi touch attribution

________ is a platform that helps portfolio marketing managers and digital strategists to discover keyword opportunities within the IBM client journey related to your BU/offering and determine if there is an appropriate landing page to associate them with, or if content needs to be built to support that. Note: Do not abbreviate your answer.

Keyword Intelligence System, Keyword Intelligence System Tool

High propensity web visitors are invited to text-based communication based on business rules and interaction scoring when LDR’s are available. LDRs are assigned to topics and log in to be available to engage with clients. Their objective is to convert interest into an opportunity for IBM. This process can be traced using a metrics dashboard called ________. NOTE: Do not abbreviate your answer.

Live Chat, Live Chat Performance Dashboard

The ________ tool is a user interface for sellers and marketers to get immediate recommendations to identify cross-sell opportunities for their sales and marketing strategy NOTE: Do not abbreviate your answer.

Cross-Sell Investigator, Cross Sell Investigator

EMM Operational Reporting is a suite of reports providing details of marketing automation platform set-up and near real-time marketing, interactions to ensure campaigns are executing as designed. EMM is short for ________.

Enterprise Marketing Management

Comprehensive Exam 6 (Module 11-12)

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Quizzes Created: 3 | Total Attempts: 75

Questions: 21 | Attempts: 33 | Updated: Apr 17, 2023

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Comprehensive Exam 6 (Module 11-12) - Quiz

Questions and Answers

1.

Running a(an) ________ can directly compare a variation against a controlled experience to let you ask focused questions about changes to your website, app or campaign, and then collect data about the impact of that change. This process can be used using the ________ platform. NOTE: Do not abbreviate your answer.

Explanation
A/B testing is a method used to compare two versions of a webpage or app to determine which one performs better. It allows you to make changes to your website or campaign and collect data on the impact of those changes. By using the Optimizely platform, you can easily conduct A/B tests and analyze the results to make data-driven decisions.

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2.

________ is a platform that mainly focuses on understanding what users want, care about and interact with when they are on your site by visually representing their clicks, taps and scrolling behavior. NOTE: Do not abbreviate your answer.

Explanation
Hotjar is a platform that provides insights into user behavior on a website by visually representing their clicks, taps, and scrolling. It helps to understand what users want, care about, and interact with when they are on the site. Hotjar allows website owners to analyze and optimize their user experience based on the data collected.

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3.

________ is the current name of a cloud-based platform which provides advanced analytics, comparative benchmarks about competitors and advice on how top performers are achieving success. With this solution, you can track and analyze visitor behavior over time, across multiple touch points and channels, and go from insight to personalized marketing action with just a few clicks. This platform is previously called as ________. NOTE: Do not abbreviate your answer.

Explanation
The current name of the cloud-based platform that provides advanced analytics, comparative benchmarks, and advice on how top performers achieve success is IBM Digital Analytics. This platform was previously known as Coremetrics.

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4.

The ________ enables marketers to better build, explore, and use data drivenaudience segments. The will help a marketer understand the conceptual targetaudience and the current audience that is responding and purchasing. The will alsoprovide insight into how to tactically target the practical audience. NOTE: Do not abbreviate your answer.

Explanation
The Audience Insights Dashboard is a tool that allows marketers to analyze and utilize data-driven audience segments more effectively. It helps marketers gain a better understanding of both the conceptual target audience and the current audience that is responding and making purchases. By providing insights into how to tactically target the practical audience, the Audience Insights Dashboard enables marketers to make informed decisions and optimize their marketing strategies.

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5.

________ is a platform that allows you to collect, organize, and activate your data from any source to gain a holistic view of your consumers in order to power more efficient and effective marketing campaigns and more relative content. It provides you with instant access to billions of first and third-party audience data and site visitors/cookies. It also enables you to uncover new insights into both the audience segments you create and the people who engage with your content or campaigns. Note: Do not abbreviate your answer.

Explanation
Lotame is a platform that allows users to collect, organize, and activate data from various sources to gain a comprehensive understanding of their consumers. It offers access to a vast amount of audience data and site visitors/cookies, enabling users to create audience segments and gain insights into their engagement with content and campaigns.

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6.

________ is the act of determining the value of each customer touch point leading to a conversion. This helps you figure out which marketing channels or campaigns should be credited with the conversion, with the ultimate intention of allocating future spend to acquire new customers. The platform used is called ________. Note: Do not abbreviate your answer.

Explanation
Multi-touch attribution is the act of determining the value of each customer touch point leading to a conversion. This helps you figure out which marketing channels or campaigns should be credited with the conversion, with the ultimate intention of allocating future spend to acquire new customers. The platform used for this purpose is called Convertro.

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7.

________ is a platform that optimises your audience acquisition and engagement across your properties through smarter optimization of all paid marketing programs. NOTE: Do not abbreviate your answer.

Explanation
Datorama is a platform that helps businesses enhance their audience acquisition and engagement by optimizing their paid marketing programs. It uses intelligent optimization techniques to maximize the effectiveness of various marketing campaigns across different platforms.

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8.

________ is a platform that helps portfolio marketing managers and digital strategists to discover keyword opportunities within the IBM client journey related to your BU/offering and determine if there is an appropriate landing page to associate them with, or if content needs to be built to support that. Note: Do not abbreviate your answer.

Explanation
The correct answer is "Keyword Intelligence System, Keyword Intelligence System Tool." This platform assists portfolio marketing managers and digital strategists in identifying keyword opportunities within the IBM client journey that are relevant to their business unit or offering. It also helps determine if there is a suitable landing page to associate these keywords with or if new content needs to be created to support them.

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9.

Over 20,000 assets were created or modified in 2016 — that includes videos, PDFs, whitepapers, you name it. These assets get tracked in a system called MAM Content Performance. MAM is short for ________.

Explanation
The correct answer is Marketing Asset Manager. MAM is short for Marketing Asset Manager, which is a system used to track and manage various assets such as videos, PDFs, and whitepapers. It helps in keeping a record of the creation and modification of over 20,000 assets in 2016.

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10.

________ is a platform that helps in gathering metrics for gauging customer loyalty. It stores an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. It is used as a proxy for gauging the customer’s overall satisfaction with a company’s product or service and the customer’s loyalty to the brand. NOTE: Do not abbreviate your answer.

Explanation
The platform that helps in gathering metrics for gauging customer loyalty and stores an index ranging from -100 to 100 is Medallia and its digital version, Medallia Digital. These platforms are used as a proxy for measuring customer satisfaction and loyalty to a brand by evaluating the willingness of customers to recommend a company's products or services to others.

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11.

High propensity web visitors are invited to text-based communication based on business rules and interaction scoring when LDR’s are available. LDRs are assigned to topics and log in to be available to engage with clients. Their objective is to convert interest into an opportunity for IBM. This process can be traced using a metrics dashboard called ________. NOTE: Do not abbreviate your answer.

Explanation
The correct answer is "Live Chat Performance Dashboard". This is a metrics dashboard that allows for tracking and monitoring the process of converting interest into opportunities for IBM through text-based communication with high propensity web visitors. It provides insights and performance data related to the live chat interactions and helps in evaluating the effectiveness of the LDRs in engaging with clients and achieving the objective of converting interest into opportunities.

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12.

Open pipeline opportunities are scored and segmented in terms of anticipated uplift in win rates given marketing involvement with progression. Opportunities most likely to see uplift given marketing intervention are tagged as 'Definite Assists'. Additional details about the opportunities are shared with marketing teams for implementation. Marketing teams then coordinate efforts with sales to ensure key contacts are included in events to assist with the progression of the opportunity. These processes are the main focus of the ________ tool. NOTE: Do not abbreviate your answer.

Explanation
Lead Touch Optimization is the main focus of the tool mentioned in the question. It involves scoring and segmenting open pipeline opportunities based on the anticipated increase in win rates with marketing involvement. Opportunities that are most likely to benefit from marketing intervention are identified as "Definite Assists" and additional details about these opportunities are shared with the marketing teams. The marketing teams then coordinate with the sales teams to ensure that key contacts are included in events to assist with the progression of the opportunity. Lead Touch Optimization aims to optimize the touchpoints and interactions with leads to increase the chances of success.

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13.

________ tool works by directly plugging into the media bidding platform via API, our analytics leverage historical performance data to recommend optimal bidding strategy of each campaign. NOTE: Do not abbreviate your answer.

Explanation
Cognitive Bid Optimization is a tool that directly integrates with the media bidding platform through an API. It utilizes historical performance data to provide recommendations for the most effective bidding strategy for each campaign. This tool leverages cognitive capabilities to analyze and understand the data, enabling it to make intelligent and informed decisions on bidding optimization.

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14.

If you are a campaign manager you may want to understand why CPD is not showing Facebook data for one of your project codes – In the “Missing Paid Media” tab, if Facebook shows up when you filter to your campaign code, this is an indicator that Facebook data IS NOT flowing into MPW from Datorama, or your Facebook accounts aren’t connected to Datorama at all. You can uncover your missing paid media by using the ________ dashboard. Note: Do not abbreviate your answer.
15.

________ is an analytics service that recently improved its modeling method by showing a better differentiation on responses most likely to convert to a VLC. Hot and Warm responses from the new model show 4-5x conversion rates over Low (vs. 2-4x in the current model). Comparisons of the existing model against the new model on the same responses show that current Not Ranked conversions are now being pulled into Hot and Warm segments. NOTE: Do not abbreviate your answer.
16.

________ is a statistical model that predicts the likelihood for each user to accept a specific offer based on the individual’s history of web interactions. NOTE: Do not abbreviate your answer.

Explanation
The given correct answer is "Next Best Offer." Next Best Offer is a statistical model that predicts the likelihood for each user to accept a specific offer based on the individual's history of web interactions. It is a method used by businesses to determine the most suitable offer to present to a customer based on their previous behavior and preferences. This helps in increasing the chances of the customer accepting the offer and improving overall sales and customer satisfaction.

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17.

The ________ tool is a user interface for sellers and marketers to get immediate recommendations to identify cross-sell opportunities for their sales and marketing strategy NOTE: Do not abbreviate your answer.

Explanation
The correct answer is "Cross-Sell Investigator, Cross Sell Investigator." The Cross-Sell Investigator tool is a user interface that provides immediate recommendations for sellers and marketers to identify cross-sell opportunities. It helps them enhance their sales and marketing strategy by suggesting products or services that can be offered to existing customers based on their previous purchases or preferences.

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18.

EMM Operational Reporting is a suite of reports providing details of marketing automation platform set-up and near real-time marketing, interactions to ensure campaigns are executing as designed. EMM is short for ________.

Explanation
EMM stands for Enterprise Marketing Management. EMM Operational Reporting is a set of reports that offer information about the marketing automation platform's configuration and real-time marketing interactions. These reports help ensure that campaigns are being executed as intended. Therefore, the correct answer is Enterprise Marketing Management.

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19.

________ is an easy-to-use tool that pulls all benchmark data into one place. Internal and external benchmarks are now available across the funnel and are broken down by geo, brand, program, and much more. NOTE: Do not abbreviate your answer.

Explanation
The given correct answer is "Marketing Benchmarks Finder". This tool is easy to use and it gathers all benchmark data in one central location. It provides both internal and external benchmarks across the entire marketing funnel, and it offers breakdowns by factors such as geography, brand, and program. This tool is designed to help marketers access and analyze benchmark data efficiently.

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20.

________ is considered to be the trusted source of the web traffic data. NOTE: Do not abbreviate your answer.

Explanation
The Digital Analytics Warehouse is considered to be the trusted source of web traffic data.

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Comprehensive Exam 6 (Module 11-12)

Running a(an) can directly compare a variation against a controlled experience to let you ask focused questions about changes to your website, app or campaign, and then collect data about the impact of that change. This process can be used using the platform. NOTE: Do not abbreviate your answer.

________ is a platform that mainly focuses on understanding what users want, care about and interact with when they are on your site by visually representing their clicks, taps and scrolling behavior. NOTE: Do not abbreviate your answer.

________ is a platform that optimises your audience acquisition and engagement across your properties through smarter optimization of all paid marketing programs. NOTE: Do not abbreviate your answer.

Over 20,000 assets were created or modified in 2016 — that includes videos, PDFs, whitepapers, you name it. These assets get tracked in a system called MAM Content Performance. MAM is short for ________.

________ tool works by directly plugging into the media bidding platform via API, our analytics leverage historical performance data to recommend optimal bidding strategy of each campaign. NOTE: Do not abbreviate your answer.

________ is a statistical model that predicts the likelihood for each user to accept a specific offer based on the individual’s history of web interactions. NOTE: Do not abbreviate your answer.

The ________ tool is a user interface for sellers and marketers to get immediate recommendations to identify cross-sell opportunities for their sales and marketing strategy NOTE: Do not abbreviate your answer.

EMM Operational Reporting is a suite of reports providing details of marketing automation platform set-up and near real-time marketing, interactions to ensure campaigns are executing as designed. EMM is short for ________.

________ is an easy-to-use tool that pulls all benchmark data into one place. Internal and external benchmarks are now available across the funnel and are broken down by geo, brand, program, and much more. NOTE: Do not abbreviate your answer.

________ is considered to be the trusted source of the web traffic data. NOTE: Do not abbreviate your answer.

Comprehensive Exam 6 (Module 11-12)

________ is a platform that mainly focuses on understanding what users want, care about and interact with when they are on your site by visually representing their clicks, taps and scrolling behavior. NOTE: Do not abbreviate your answer.

________ is a platform that optimises your audience acquisition and engagement across your properties through smarter optimization of all paid marketing programs. NOTE: Do not abbreviate your answer.​

Over 20,000 assets were created or modified in 2016 — that includes videos, PDFs, whitepapers, you name it. These assets get tracked in a system called MAM Content Performance. MAM is short for ________.

________ tool works by directly plugging into the media bidding platform via API, our analytics leverage historical performance data to recommend optimal bidding strategy of each campaign. NOTE: Do not abbreviate your answer.

________ is a statistical model that predicts the likelihood for each user to accept a specific offer based on the individual’s history of web interactions. NOTE: Do not abbreviate your answer.

The ________ tool is a user interface for sellers and marketers to get immediate recommendations to identify cross-sell opportunities for their sales and marketing strategy NOTE: Do not abbreviate your answer.

EMM Operational Reporting is a suite of reports providing details of marketing automation platform set-up and near real-time marketing, interactions to ensure campaigns are executing as designed. EMM is short for ________.

________ is an easy-to-use tool that pulls all benchmark data into one place. Internal and external benchmarks are now available across the funnel and are broken down by geo, brand, program, and much more. NOTE: Do not abbreviate your answer.

________ is considered to be the trusted source of the web traffic data. NOTE: Do not abbreviate your answer.

________ is a platform that optimises your audience acquisition and engagement across your properties through smarter optimization of all paid marketing programs. NOTE: Do not abbreviate your answer.