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Account Executive
Deliverable:
Handling a Discount Request
RELEVANT ROLES
Marketing (generalist)
Early Career
30 Minutes
SKILLS COVERED
Skill Group 1: Technical Proficiency
Data literacy
Data Analytics
Skill Group 1: Technical Proficiency
Marketing Domain Expertise
Critical Thinking
Skill Group 1: Technical Proficiency
Tailored Written Communication
About this test
Real-world scenario
Hi
name
As we prepare for the upcoming quarter, I need your expertise in evaluating the performance of our recent marketing campaigns.
We only have a few weeks before the next quarter starts. We just got the latest data in and I need to present something to senior management today.
Here's what I need from you:
Analysis: Utilise your data literacy skills to interpret our web analytics data. Focus on understanding which campaigns are performing well and which aren't.
Key performance indicators (KPIs): Identify and discuss the most relevant KPIs. I'm particularly interested in knowing which campaign has the highest user numbers, the highest number of conversions, and which ones might need more data for a thorough analysis.
Challenges and opportunities: Highlight any challenges in scaling our successful campaigns, particularly in terms of cost and timeline. Also, if you can, compare our conversion rates with industry benchmarks.
Next steps: Suggest immediate actions based on your findings.
I’m meeting with senior management in 30 minutes to discuss, so please get back to me before then. I’m so sorry for the short notice, but having up-to-date insights would be super valuable.
Best regards,
Sally
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Why we chose this task
A common scenario in a marketing team is “You just ran a new digital marketing campaign with your team, did it work?”. Data in these scenarios is often ambiguous and incomplete. This 30 minute work-sample test asks a test-taker to write a short report about data from a web-analytics platform (e.g. Google Analytics).
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Customization options
The test can be customized to match your company and industry requirements.
Industry-specific scenarios: Tailored to real-world challenges of your industry.
Difficulty level adjustment: Adjust the level to suit the experience level required for the role.
Branding and integration: Customize the test with your company’s branding.
What good looks like
We expect a good candidate to be able to answer questions like:
What are the metrics you need to measure if the campaign was successful?
Why these metrics?
Given the data in the dashboard, how can you tell if your campaign was successful here (what constitutes a good, say, conversion rate, click through rate, etc, depends on industry, medium, brand, etc. So test takers need to compare this data to both industry benchmarks and past results.
What other data would you like to access to better answer the core question?
Scoring and interpretation
Each work sample submission is scored based on a detailed rubric that evaluates the covered skill groups. Scores are then aggregated to provide an overall score for the test, which is benchmarked against industry standards and norms.
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