Question: The Sofia Martinez agency is planning their media buying for next year to optimize their media mix and drive increased ROI. Which of the following solutions should they use?
- Offline Sales Lift
- Brand Lift
- Marketing Mix Models (MMM)
The correct answer is: Marketing Mix Models (MMM)
Explanation: The correct answer is Marketing Mix Models (MMM) because it helps agencies like Sofia Martinez’s evaluate and optimize their media buying across different marketing channels. MMM analyzes historical data to show how each marketing activity impacts sales and overall ROI, helping the agency make smarter budget decisions and improve campaign performance. This approach gives a clear picture of which channels are most effective and how to adjust the media mix for better results. In comparison, Brand Lift measures awareness and perception, and Offline Sales Lift focuses on in-store sales. Since MMM covers multiple channels and shows their impact on overall performance, it is the most comprehensive choice for optimizing media strategy.
The answer(s) to the question are highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the “Amazon Ads Foundations Certification” link