AMA Digital Marketing 2

Question 1

A brand notices its email open rates have dropped significantly over three months. Which metric should be analyzed first to diagnose the problem?

Accepted Answer

Sender reputation score

Answer

Sender reputation directly affects deliverability, so a degraded score means emails land in spam before users even see them.

Question 2

In programmatic advertising, what does a demand-side platform (DSP) allow marketers to do?

Accepted Answer

Buy ad impressions across multiple exchanges in real time

Answer

A DSP lets advertisers purchase display impressions via real-time bidding across multiple ad exchanges from a single interface.

Question 3

Which content marketing KPI best measures whether content is driving bottom-of-funnel conversions?

Accepted Answer

Assisted conversions

Answer

Assisted conversions show how many sales paths included a content touchpoint, directly linking content to revenue outcomes.

Question 4

A company wants to retarget users who abandoned their shopping cart. Which audience targeting approach is most appropriate?

Accepted Answer

Pixel-based remarketing

Answer

Pixel-based remarketing tracks specific on-site behaviors like cart abandonment and serves ads to those exact users across the web.

Question 5

What is the primary purpose of a UTM parameter in digital marketing?

Accepted Answer

Track the source and medium of traffic in analytics

Answer

UTM parameters are URL tags that pass campaign source, medium, and name data into analytics platforms for attribution.

(AMA) American Marketing Association Certification Practice Test