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IAB Digital Sales Training: Questions & Detailed Solutions
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IAB Digital Sales Training: Questions & Detailed Solutions
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IAB Digital Sales Training: Questions & DetailedSolutions
Cost per thousand (CPM) Formula Right Ans - Cost X 1000 / Impressions
Set cost for 1000 impressions delivered
Cost Per CLick (CPC) Forumula Right Ans - Cost / Clicks
Effective Cost Per Thousand (eCPM) Formula Right Ans - Total Cost / Total
Impressions X 1000
Click Through Rate (CTR) Forumula Right Ans - Clicks / Impressions
Cost Per Action CPA Formula Right Ans - Cost / Actions
Target audience Right Ans - a select group of potential or current
consumers which a business decides to aim its marketing and advertising
strategies at
Target audience profile Right Ans - description of a customer that includes
demographic and geographic and psychographic characteristics as well as
buying pattern and purchase history
What are some examples of 1st party data? Right Ans - credit cards that
track peoples purchase trends and personal preferences
What is 1st party data? Right Ans - collects info from or about users and is
the owner or controller of the website or service that the user interacts
directly
e
What is 2nd party data Right Ans - first party data that sells or shares data
to third parties or non affiliated websites or services
What sources does 1st party data use? Right Ans - website analytic data,
CRM data, email data , previous campaign data, inbound or onsite search data
,What are some examples of second party data? Right Ans - if a credit card
company shared de- identified data with an airline company looking to
market to affluent travelers
a web publisher sharing online data with an advertiser for a fee
What is 3rd party data? Right Ans - collects info about useers from a non
affiliate website or service - any information collected by an entity that does
not have a direct relationship with the user
Data Management Platform Right Ans - DMP - computing systems for
collecting integrating and managing large sets of audience data third party
information is generated on these websites and platforms and aggregated
together
Personally Identifiable Information (PII) Right Ans - a persons name,
physical address, or date of birth , only first parties have access to this
information and transfer it into less sensitive declasified information that can
be used by other parties
De Identified Information Right Ans - Cookies (used to track users of
websites), Device IDS (Apple and Google device interfiers, IP Addresses - can
be used for advertising tracking purposes
audience segment Right Ans - a group of persons that have been identified
as sharing a range of attributes
traditional consumer buying funnel Right Ans - Awareness, Consideration,
Preference, Purchase
Top of Funnel Right Ans - Brand awareness marketing tactics- designed to
create a simple positive brand message
Lower Funnel Right Ans - marketing tactics typically result in a direct
response campaigns, driving consumers to do something like go to a store or
download a coupon
Purchase loop Right Ans - the updated consumer buying model -
awareness, consideration, advocacy, loyalty, preference, purchase
,What is owned media? Right Ans - channel a brand controls
What are examples of owned media? Right Ans - website, mobile site, blog,
twitter account
What role does Owned Media Play in web content? Right Ans - Build for
longer-term relationships with existing potential customers and earn media
What are the benefits of owned media? Right Ans - control, cost efficiency,
longevity, versatility, niche audiences
What are the challenges of owned media? Right Ans - no guarantees,
company communication not trusted, takes time to scale
What is paid media? Right Ans - brand pays to leverage a channel
What are some examples of paid media? Right Ans - display ads, paid
search, sponsorships
What role does paid media play in web content? Right Ans - Shift from
foundation to a catalyst that feeds owned and creates earned media
What are the benefits of paid media? Right Ans - in demand, immediacy,
scale, control
What are the challenges of paid media? Right Ans - clutter, declining
response rates, poor credibility
What is earned media? Right Ans - when customers become the channel
What are some examples of earned media? Right Ans - WOM, Buzz, "Viral"
What is the role of earned media? Right Ans - Listen and respond- earned
media is often the result of well executed and well coordinated owned and
paid media
What are the benefits of earned media? Right Ans - most credible, key role
in most sales, transparent and lives on
, What are the challenges of earned media? Right Ans - no control, can be
negative, scale, hard to measure
What is shared media? Right Ans - the combination of earned media with
either paid or owned media
Marketing-Mix Modeling Right Ans - an analytical approach that uses
historic information such as syndicated point of sale data and companies
internal data to quantify the sales impact of various marketing activities
What do Digital Sales People need to have knowledge of? Right Ans -
Performance Standards, Cost of Entry, Turnaround times, Targetability,
Technology
What are some qualities of Digital Advertising? Right Ans - lower cost
average, interactive Two way, Reciprocal, More Measurable than traditional,
Easier to edit the campaigns, Hyper targeting 1-to-1, Consumers trust digital-
Websites and social media recommendations more trusted than traditional
ads, is not as permanent Disseminates rapidly, fleeting, on a smaller scale May
be overlooked
What are some qualities of traditional advertising? Right Ans - High
Average Costs, not interactive - one way, is not as measurable as digital,
cannot edit as easy- everything comes from post campaign analysis, targeted
through inference, deemed less trustworthy by consumers, more permanent -
tangible, may be larger scale, more disruptive
behavioral targeting (BT) Right Ans - targeting based on web browser
information comprised together
consumption targeting Right Ans - targeting users based on media
consumption habits
contextual targeting Right Ans - targeting based on platform site content -
for example trying to reach sports fanatics by deliverng ads to the sports
section of the site
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