Chapter 5: Marketing Data Platforms

Question 1

Outbound Marketing

Answer 1

Old Way
Push Products on consumers
one-size-fits-all
assume those who need will buy

Question 2

Inbound Marketing

Answer 2

New Way
Pull consumers in during their purchasing journey
Align with consumer interests
Create relevant, differentiated, and quality content

Question 3

The purchase funnel describes the consumer journey towards

Answer 3

Purchase

Question 4

What are some inbound marketing tools?

Answer 4

SEO
Blogging
Social Media

Question 5

An inbound marketing platform allows for

Answer 5

Digital content management

Question 6

Who is the leader in Inbound marketing data platforms

Answer 6

Hubspot

Question 7

What is another marketing data platform that is more complex and requires a professional

Answer 7

Marketo

Question 8

Big data is harder to…

Answer 8

Gather, Store, Analyze

Question 9

Data management includes

Answer 9

Maintaining data and automated analysis

Question 10

What is Data Management

Answer 10

Data management is the practice of organizing and maintaining data processes to meet ongoing information needs

Question 11

A data management platform (DMP) is best defined as

Answer 11

data warehouse plus

Question 12

First-party Data

Answer 12

Data collected by your own organization and typically involves PII

Question 13

Secondary-Party data

Answer 13

Data owned by another organization and shared with you

Question 14

Third-party data

Answer 14

Data owned and generated by another organization

Question 14

How is most third-party data gathered?

Answer 14

Cookies

Question 15

DMPS make it easy to…

Answer 15

Collect data, create audiences, analytics/insights, push marketing campaigns

Question 16

Adobe Audience Manager

Answer 16

Allows companies to build unique audience profiles based on cookies to track users’ data

Question 17

The marketing platform used to measure, predict, and optimize for traditional and digital media is…

Answer 17

Comprehensive marketing measurement and optimization platform

Question 18

Comprehensive marketing measurement and optimization platforms provide a

Answer 18

More complete picture of influences and consumers, more marketing-specific perspective, and more complex way of viewing data

Question 19

Marketing Mix Modeling

Answer 19

Uses historic company information, statistics, and regression to look for relationships, or correlations, between marketing activities and sales

Question 20

Attribute Modeling

Answer 20

Finds the exposure point at which the customer performs the conversion event, whether buying or just reaching the landing page. Often notes last-click-attribution

Question 21

Marketing Evolution

Answer 21

Is a leader in comprehensive marketing measurement and optimization solutions. Attempts to optimize ROMO (return on marketing objective)

Question 22

Media planning…

Answer 22

Optimizes media for planned and optimized scenarios

Question 23

Frequency to Lift Response Function

Answer 23

Measures the impact of each incremental frequency point on any objective for the target market level or between medias

Question 24

Spend-to-impact Response Function

Answer 24

Measures the impact of each incremental marketing spend on the objective