MTA Certified Martech Practitioner Exam 2021

JavaScript isn't enabled in your browser, so this file can't be opened. Enable and reload.

Welcome to the final exam for the Marketing Technology Practitioner Course! Below you will find a 34 question exam to test your knowledge of what you've learned! Good Luck!

Rules:
- Open book.
- Maximum 24 hours to complete.

If you encounter any issues, email testing@marketing-technology.academy.

Grading:
Total Questions: 34
Question Types: Checkbox and Multiple Choice
Total Points: 124
Estimated Time to Complete: 1 hour

Email *

Your First Name (only) *

This will be used to issue your Acclaim badge if you pass. Please ensure proper spelling and format.

Your Last Name (only) *

This will be used to issue your Acclaim badge if you pass. Please ensure proper spelling and format.

Which of the following best describes the field of Marketing Technology? *

2 points

Marketing Technology is the field of study pertaining to attribution, cdps, product analytics and other domains.

Marketing Technology is the study of tools.

Marketing Technology is the process and study of digital marketing.

Marketing Technology is the field of study pertaining to marketing tools, technology, processes, and systems.

Marketing Technology includes costs and capabilities for various tools in operations, revenue, marketing and other pertinent departments.

Which of the following are true of a typical martech stack? Select all that apply. *

2 points

The set of 1st and 3rd party tools connected together into a singular system is called a Marketing Technology Stack (or “Growth Stack”).

There is no such thing as “growth” without marketing technology. Even the most basic growth teams rely on marketing technology. It is the foundation for modern digital marketing.

Marketing Technology is required for teams to be successful.

There is broad industry consensus that Marketing Technology is owned by Marketing and Engineering.

All of the above.

Required

Which of the following departments govern a marketing technology practice? *

2 points

Product, Marketing, Engineering, Legal

Marketing, Product

Product, Engineering, Operations

Marketing, Legal

Product, Data

All of the above.

Which of the following are activities that may be performed by a marketing technologist? Select all that apply. *

10 points

Focuses on building marketing technology and systems.

Facilitates the evaluation of marketing tools.

Signs contracts.

Develops processes for the implementation of new events, SDKs, data connections, audiences or any other aspect of the marketing technology stack.

Administrates tools, including setting up SSO across tools, and inviting/de-registering user.

Plans and prioritizes the roadmap for marketing with engineering, helping facilitate requests and engineering requests.

Required

Which of the following typically occurs in organizations when trying to handle and manage marketing technology? *

2 points

Bystander's Syndrome

Team Altruism

Fundamental Attribution Theory

Confirmation Bias

Illusory Correlation

Which of the following is *not* typically considered a core component of a martech stack as presented in our lessons? *

2 points

Attribution (Branch, Appsflyer etc.)

Deeplinking (Branch, Appsflyer etc.)

Customer Data Platform (Segment, Lytics, Simon Data, mParticle, etc.)

Messaging & Lifecycle Marketing Tool (Braze, Iterable etc.)

CRM (Salesforce)

Cloud Services (AWS, GCP, Snowflake etc.)

Product Analytics (Amplitude, Heap, Mixpanel)

Location Infrastructure (Radar, Foursquare etc.)

Two of the above are not "core".

Three of the above are not "core".

What are some common capabilities that marketers need today that surface through a martech stack? *

2 points

Sending emails and push notifications.

Tracking user IDFAs.

Orchestrating campaigns.

All of the above.

A and C

What is attribution? *

2 points

Attribution is the wholistic process of tracking anonymous users.

Attribution is the process of receiving or attributing app installs about where a user has come from.

Attribution is the process of receiving or attributing web referrers about where a user has come from.

Attribution is the process of receiving or attributing data about where a user has come from or been derived. (including any derivaties of such data)

Attribution is the process of receiving information about what a user did before they arrived in your app.

Which of the following is a typical data point used in the attribution space? *

2 points

GPU

RAM

SSD

MAC Address

What is a Customer Data Platform? *

4 points

A tool that helps marketers collect information about their customers and action against it in various 3rd party tools.

A data anlytics and data visualization tool.

An on-prem database solution that allows marketers and engineers to track users.

A cloud based database solution that allows marketers and engineers to track and email customers.

Any tool that allows for the successful tracking of customers against a unique profile.

Which of the following are CDPs? Select all that apply. *

2 points

mParticle

Adobe

Branch

Segment

Braze

Required

What are the two core objects that most modern marketing tools use today? Select two. *

4 points

User

Batch

User Array

Event

Key Value Dictionary

Required

Which of the following could be ways to use a location service provider? Select all that apply. *

10 points

Create geofences around store locations.

Enrich users with location metadata.

Target users with push notifications when they come close to POIs.

Send mailers to customers.

Create exclusive zones for targetting.

Required

Which of the following are the primary capabilities that product analytics tools offer? Select all that apply. *

8 points

Allow for easy visualization of events and user data.

Democratize data access.

Allow consultants to create charts of client campaigns.

Ability to create charts, funnels, user compisition diagrams and other visualizations.

Ability to federate data to other tools.

Ability to track users.

Required

Which of the following best matches the description and value of a data lake from a martech perspective? *

2 points

A data lake is a centralized API and Database.

A data lake is a centralized API where event and user data is collected in a 3rd party fashion.

A data lake is a centralized database where event and user data is collected in a 3rd party fashion.

A data lake is a centralized database where event and user data is collected in a 1st party fashion.

A data lake is a centralized database where event and user data is collected in a 2nd party fashion.

What is an SDK? *

4 points

Software Development Kit - a piece of code that makes it easier for engineers to use an API.

Software Development Kit - a small codebase that makes it easier to manage tools.

Software Development Kit - a way for marketers and engineers to interact with an API.

Software Development Kit - a way for an API to send different and more nuanced data than over HTTP.

Software Development Kit - a language written by each vendor to interact with a database.

Which of the following are false statements about DMPs and CDPs? Select all that apply. *

8 points

Both DMPs and CDPs have user object and event object concepts.

CDPs allow you to collect high fidelity user information.

Both CDPs and DMPs allow you to create audiences.

Only DMPs let you track cookies of users.

CDPs and DMPs were created around the same time, but tackled marketing issues with very discrete purposes.

CDPs and DMPs are often both recommended as part of a core functioning martech stack.

Required

Select all of the following that are true of consumer and B2B martech stacks. *

8 points

A B2B stack is much more likely to include a CRM, like Salesforce.

Consumer stacks typically have a much higher need to track individuals.

There is some interoperability between the two. For example, a B2B and Consumer martech stack would most likely both include Segment.

There is some interoperability between the two. For example, a B2B and Consumer martech stack would most likely both include mParticle.

There is some interoperability between the two. For example, a B2B and Consumer martech stack would most likely both include Branch.

Required

Which of the following represents data sent client side. Select all that apply. *

8 points

An event that fires when a user completes an order placed on a food delivery app.

Logging into a website.

Updating a user's profile on a server in a databse.

Enriching audience information from AWS.

Adding an item to cart in an app.

Sending a notification to a user.

Receiving a notification as a user.

Required

Select the answer that best represents JSON in marketing technology. *

4 points

Javascript Object Notation { key: value }

Javascript Object Notation [ user: {key: value, key: [value]}, events: [] ]

Javascript Object Notation { user: {key: value, key: [value]}, events: [] }

Javascript Object Notation [ key: value ]

Javascript Object Notation [ user: [key: value, key: [value]], events: [] ]

How is deeplinking related to attribution? *

4 points

Attribution and deeplinking allow you to track users and personalize their experiences.

Attribution and deeplinking are not the same thing and are based on different technical concepts.

Attribution and deeplinking are the same thing and require the same technical concepts.

Deeplinking is what occurs as an outcome of using attribution data (data passed to the SDK upon the appropriate attribution and matching of a user).

Attribution is what occurs as an outcome of using deeplink data (data passed to the SDK upon the appropriate attribution and matching of a user).

Which of the following best describes a deeplink? *

2 points

A link that drives to a nested space on a domain or application.

A link that drives to another link.

A link that routes a user to a specific spot on a web page.

A link that requires a deeper database call.

Any URL.

What is a URL? *

2 points

Universal Resource Location.

Uniform Resource Locator.

Universal Required Locator.

Universal Resource LAT Id.

Universal Routing Locator.

Which of the following best describes URL key value pairs? *

1 point

Key value parameters included in a URL that specify metadata about a person and/or their route to a website or application.

Strings in a URL that describe attribution information.

Any information in a URL.

Key value parameters included in a URL that specify identifying information about a person, their route, and other metdata that can identify them.

Strings that describe referring information.

Which of the following are common identifiers used to create audiences and target users? Select all that apply. *

14 points

IDFA

GAID

Operating System

IDFV

GPS Coordinates

Computer Type

Device ID

Cookei Information

Required

Select all of thes IDs that are typically collected today to track anonymous users across a website. *

4 points

IDFA

GAID

User Agent String

Operating System

IDFV

OS Version

Coordinates

Location

Name

UUID

Device ID

Phone Size

Required

What are the two best examples of attribution and deeplinking tools? *

1 point

Branch and Yozio

Yozio and Appsflyer

Appsflyer and Branch

Adjust and Clear

Iterable and Branch

Adobe and Appsfler

Which of the following are the two best examples of affiliate marketing tools? *

1 point

Button and Ibotta

Appsflyer and Branch

Button and Branch

Impact Radius and Appsflyer

Braze and Ibotta

Airbnb and Button

Which of the following are the two best examples of product analytics tools? *

1 point

Amplitude and Chartio

Amplitude and Heap

Heap and Chartio

Tableau and Adobe

Amplitude and Mixpanel

Looker and Amplitude

Which of the following best describes the value proposition of a tag manager? *

1 point

A tag manager is a tool that allows you to inject code onto your website by abstracting away the challenges of software developement.

At its core, it is a piece of code that is implemented on your site which is then linked to a database and allows you to implement scripts on a site.

Tag managers require engineers.

Tag managers don't require engineers.

One of the primary benefits is that it equalizes the developmenet playing field between marketers and engineers.

Most tag managers have a plethora of integrations with a martech stack that make it easy to federate data, which is why they are so heavily used in the ecosystem.

What is the most important consideration when evaluating vendors? *

1 point

Evaluating against fair, objective, and well informed criteria.

Evaluating as many vendors as possible given your time and resource constraints.

Doing backdoor reference checks against vendors or people who you might partner with at those vendors.

Seeking prices from many vendors as a way to negotiate.

All of the above.

Two of the above.

Why is documentation of a stack important? *

2 points

Preserve information about how the architecture works.

Assign financial responsibility to new owners.

Serve as a data plan.

Codify knowledge over time.

All of the above.

Two of the above.

Why should you consider doing a financial analysis of tools or a stack before purchasing? *

2 points

To understand ROI.

To understand costs and benefits.

To create a clear picture of "why" you need a tool and what value it will bring to the organization.

To bring clarity to your decision for others at the organization.

Submit

Clear form

Never submit passwords through Google Forms.

This form was created inside of HBE Ventures. Report Abuse

Forms