A brand manager wants to create a marketing objective that aligns with the purchase stage of the customer journey. Which metric should the brand manager use?
- Return on ad spend
- Customer referrals
- Brand awareness
- Brand association
- A marketing manager wants to use an attribution model that includes both converting and non-converting paths in order to evaluate individual customer paths. Which attribution model will fulfill this requirement?
- Madison owns a retail clothing store. Her marketing consultant says that with all the technology at their disposal, customers will go back and forth across multiple channels before choosing to buy an outfit at her store. The consultant recommends that Madison consider an online-to-offline strategy to drive foot traffic to her store. What are two examples of an online-to-offline strategy? (Choose two.)