The Power of the Quiz in Marketing: 6 Lessons from The New York Times, BuzzFeed, and B2B Marketers

Marketing Action

Corporate Performance Management software company Prophix created a quiz called “ Take the CPM Challenge ” that saw a 47% clickthrough rate and 57% lead submission rate. Repurposing white papers and other assets into quizzes gives you a chance to try out some new calls to action – like “test,” “assess,” and “evaluate” – that cut through the noise and increase clickthrough rates. In 2014, digital marketers started hearing a lot about quizzes.

63 Digital Advertising Terms Every Marketer Should Know

Marketing Action

Attribution : The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.