Digital Marketer
Deliverable:
Analysis of Marketing Campaign Performance
Early-Mid Career
30 Minutes
SKILLS COVERED
RELEVANT ROLES
About This Test
Scenario
The scenario tasks the candidate with analyzing the performance of recent marketing campaigns using web analytics data. The objective is to identify which campaigns are yielding positive results and which are underperforming, with a tight deadline to provide actionable insights for an upcoming senior management meeting.
Candidate's Task
Analyze Campaign Performance: Utilize data analytics skills to interpret web analytics data, determining the success of various marketing campaigns based on their performance.
Identify Key Performance Indicators (KPIs): Select and discuss the most critical KPIs for assessing campaign success.
Evaluate Challenges and Opportunities: Assess the scalability of successful campaigns, considering factors such as cost implications and timeline feasibility.
Recommend Immediate Actions: Based on the analysis, propose concrete next steps to capitalize on successful campaigns or address underperforming ones.
Why We Chose It
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. The primary goal for the candidate is to demonstrate their ability to quickly and accurately analyze marketing data, synthesize findings, and provide clear, actionable recommendations under time constraints.
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Customization
Each test comes with reference material (ex. a dataset, financial statement, report etc) which candidates use to complete their task.
Reference material is fully customized to match your industry, company size, and business context.
Scoring
Each work sample submission is scored using a detailed skills-based rubric.
What You'll Learn About Candidates
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? What is considered a successful conversion rate, click-through rate, etc., varies by industry, medium, brand, and other factors. Therefore, candidates are expected to analyze this data in relation to both industry benchmarks and past performance.
What other data would you like to access to better answer the core question?