Question: The Chief Marketing Officer (CMO) at a large retailer is looking to modernize the current marketing strategy using online and offline KPIs. The teams have historically worked in silos. What are three things the CMO should do when creating a holistic online-to-offline strategy? Choose three.
- Encourage siloed organizational structure, budgets, and meetings
- Incentivize teams with unified goals and KPIs
- Set separate goals and KPIs for each team
- Suggest organizational changes to meeting structure, media budgets and KPIs.
- Get to know different teams and what they're measuring to track against their goals
Explanation
A holistic online-to-offline strategy requires teams to work toward shared business outcomes instead of separate channel targets. Unified goals and KPIs help align media, measurement, and store operations around total sales value. Understanding each team’s existing metrics makes it easier to connect online engagement with offline outcomes such as store visits and store sales. Changes to meeting structure, media budgets, and KPIs support an omnichannel operating model rather than siloed planning.
Why the other options are incorrect
Siloed organizational structure keeps online and offline teams separated, which prevents unified online-to-offline planning.
Separate goals and KPIs can cause teams to optimize against different outcomes instead of shared business value.
Source for verification
https://support.google.com/google-ads/answer/10980636
https://support.google.com/google-ads/answer/11189316
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