Sample interview questions: How do you analyze the impact of advertising campaigns on lead generation and customer acquisition?
Sample answer:
Analyzing Advertising Campaign Impact on Lead Generation and Customer Acquisition
Metrics and Measurement:
- Lead generation:
- Track website traffic, form submissions, and email opt-ins attributed to specific campaigns.
- Calculate lead-to-sales conversion rates to assess campaign effectiveness.
- Customer acquisition:
- Monitor website purchases, checkout completions, and other conversion actions.
- Analyze customer demographics, behavior, and purchase history to understand the impact of campaigns on acquisition.
Channel-Specific Analysis:
- Digital advertising:
- Use Google Analytics, social media insights, and display network data to track campaign reach, engagement, and conversion.
- Traditional advertising:
- Monitor call volume, website traffic from printed materials, and sales data to gauge campaign performance.
- Content marketing:
- Track blog views, social media shares, and organic search visibility to assess content effectiveness in lead generation.
Multivariate Analysis:
- Use statistical techniques to identify the most significant factors influencing lead generation and customer acquisition.
- Consider variables such as campaign targeting, messaging, creative, and timing to determine optimal combinations.
Customer Journey Analysis:
<... Read full answer
Source: https://hireabo.com/job/8_3_11/Advertising%20Analyst