Practiece 200 - ME: MMM

This assessment covers the necessary knowledge to effectively prove competency in Nielsen Greater China's 200 level practices

Assessment

Marketing Mix solution fits in which practice?

  • Marketing Effectiveness
  • Innovation
  • Sales Effectiveness
  • Consumerization

What is marketing ROI?(multiple choice)

  • Volume generated by each execution unit
  • Revenue generated by each spending unit
  • Return on investment
  • Value generated by each execution unit

What’s the key value of Marketing Mix solution to client?

  • To know the key drivers for client’s business.
  • To know the ROI of different media.
  • How to allocate marketing budget.
  • The optimal range of TV investment.

What’s incremental volume?

  • Additional sales driven by marketing activities
  • Total volume driven by marketing activities
  • Volume driven by distribution
  • Volume driven by Media and Trade investment

True or False

  • We can have year over year comparison of ROI from marketing mix output

What can be answered by marketing mix deep dive?

  • TV commercial ROI for different copies
  • The halo impact from the same portfolio
  • When TV will start to saturate
  • 30s TV is better or 15s TV is better in terms of ROI

What is marketing planner?

  • Marketing planner is a tool that client can play with to try different marketing scenarios
  • Marketing planner is a tool that used within Nielsen
  • It shows different simulation results of different marketing investment scenarios.
  • It’s a dashboard.

What are Nielsen Mix advantages?

  • Pioneer in industry with years of experience
  • Own accurate sales data internally
  • Valid model standard and process
  • Experience& Benchmark across countries.

What’s the basic methodology of marketing mix?

  • Descriptive analysis
  • Clustering
  • Regression
  • Survey and quantitative research

If we’re doing a monthly marketing mix model, having ROI reported by year, what’s the required input data granularity?

  • Monthly execution, total spending
  • Monthly execution, yearly spending
  • Yearly execution, monthly spending
  • Yearly execution, yearly spending