Build
What does MAP stand for?
Marketing Analytics Platform
What channels do we offer?
SEM, Affiliate, Display, Paid Social, SEO, Site Opt
What is the difference between Display ads & Paid Social ads
Whether or not the ad appears on a social network platform or not
Where can you find the marketing hub?
The wiki (or dropbox)
Name 1 bidding platform we use
Kenshoo, Marin, Adobe Media Optimizer, Ignition One, Double Click
At its core, define Data Visualization
Making data easy to understand with visuals
Helps us a tell the right story through our data
What is the difference between paid and owned channels?
Whether or not we have to pay a platform to post ads or enhance their site
What is an example of a display ad?
Video, Image, Audio, etc
What are the 3 broader stages of structured thinking
Problem definition, analysis, communication
When does the client/Ovative pay for a paid search ad?
When a user clicks on the ad
What are 3 main ways users interact with ads on the internet?
Clicks, impressions, conversions
How do you calculate ROAS & what does it stand for?
Return on Ad Spend; Measures the amount of revenue generated for every dollar spent on ad spend; Revenue / Cost = ROAS
You recently purchased a new iPhone. You just received an Otterbox ad for a phone case but you havent purchased Otterbox phone cases in the past and have not been to their website. What type of targeting do you believe this is?
A. Retention, B. Acquisition - Retargeting, C. Acquisition-Prospecting
C - Prospecting
What is Ovative's biggest expense?
Labor - 80% of expenses
How is Quality Score determined?
Relevance + User Experience
What are the 3 primary sources of data?
1. Digital interaction data
2. CRM data
3. Platform data
What are the 4 components of the purchase funnel?
Awareness, Consideration, Purchase, Close/Loyalty
What type of targeting would work the best if you were trying to drive e-commerce sales and basing performance on return on ad spend?
A. Lookalike, B. Third Party, C. First Party
C - First Party
What are the four development pillars
Leadership, Structured Thinking, subject matter expertise, client engagement
What determines Ad Rank on the SERP?
Bid x Quality Score
In your own words, define MAP
Ovative's product, consisting of a platform AND our services, that helps collect, integrate, and enable decisions based on enterprise value
What does a cross-channel media strategist do?
Sets cross-channel strategy, plans media mix, forecasts, leads cross-channel budget optimizations
What is the difference between a Direct Buy & a Programmatic Buy, in terms of display advertising?
Direct buy = premium placement, fixed CPM
Programmatic Buy = data driven buy; retargeting; more efficient
Do an elevator pitch
We are a digital marketing measurement & activation firm, that unlocks the potential of marketing data to drive enterprise results
What does a search term report provide us?
All of the search terms that your keywords matched to, during a given time period