From the course: Job Interview Tips for Marketing Managers
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Candidate answer and feedback
From the course: Job Interview Tips for Marketing Managers
Candidate answer and feedback
- [Narrator] Let's see how they answer this one. - A year ago, I was responsible for measuring the impact of a multi-channel marketing campaign, launching a new breakfast sandwich at a regional coffee chain. In the beginning, what I did was referenced the goals the campaign was focused on one of which was, driving awareness of the sandwich amidst the competing breakfast options, as most had about eight to 15% of the market share. With their progress in mind, our goal was to earn 5% of the market share in a six-month period. At that point, I reviewed which metrics would indicate success, such as increased impressions and mentions on social media. Setting a benchmark of 35,000 impressions per day online, and 15,000 merchants per month, these metrics were measured using Socialbakers, our social analytics tool of choice. Finally, I compiled the most important campaign-related insights using different tools and…
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