DDB Canada Interview
Questions

6. Do you believe paid social campaigns are useful, and if so, why? The interviewer asks this question because as social media platforms mature, they have started requiring payment to allow companies' targeted audiences to see their content. Some marketers have expressed dissatisfaction with this trend and refuse to adapt to it, but others have embraced it, recognizing how it can further enhance their targeting and reach. To be part of a progressive agency like DDB, it's important to know why paid social promotions are helpful. If you take the position that paid ad campaigns are not useful, your answer will be considered to be wrong. While paid campaigns don't always deliver perfect results, sponsored content will ever be given priority over that which is not. Here is an answer example: "Organic content is less visible on social platforms than ever, and while having a good audience and engagement helps increase your content's visibility, it's almost impossible to achieve the same results as before without. A paid campaign is useful in restoring that visibility. It can also be beneficial to run paid campaigns because the social media platforms provide tools to analyze their progress, make adjustments to them as you go, and monitor your ROI." Here is an answer example: "In recent years, it has become clear to marketers that social media platforms want them to pay for advertising. Algorithms set by the platforms often do not allow a company's content to be visible on their audience's feeds without paying for it to appear to certain members. Now, this is where a company can benefit from paid advertising the most. With a paid campaign, they essentially tap into the platform's data on their users by specifying the demographic their content will be visible. This content enables them to engage only with people that are likely to be interested in their products. It also helps them to be seen before their competitors who have chosen not to run paid campaigns."7. Talk about your experience with or knowledge of artificial intelligence in regards to online marketing. Artificial intelligence allows systems to learn from past experiences to complete human tasks such as decision making. In the realm of Online Marketing, examples where artificial intelligence may be used is in building marketing campaign strategies and with chatbots. DDB Canada would like to gauge your knowledge of and experience with artificial intelligence. Relate any experiences you may have with it to how it may be used in the Online Marketing industry. If you do not have direct experience with artificial intelligence, then make sure you understand well the definition of it and how it can be used by online marketers. Here is an answer example: "I believe artificial intelligence helps companies make informed decisions more quickly. It also allows companies to mimic human interaction online, thereby making it more likely to create a personal connection with customers in a cost efficient manner. I have experience implementing artificial intelligence into chatbots for a large e-commerce company. Our team used large data sets to develop algorithms used by chatbots to address customer service issues online. The development was an ongoing process of adjusting algorithms to ensure customer communications effectively and efficiently addressed the issues." Here is an answer example: "I do not have experience working directly with artificial intelligence, but I am confident my knowledge and interest in the subject will add value to the client work at DDB. From an online marketing perspective, artificial intelligence helps marketers to create personalized online messages with little or no human intervention. This approach will allow companies to quickly send messages to targeted populations with the most effective messaging at the right time and through the right channel. Also, with the advent of voice assistants such as Alexa, voice search will be an essential aspect of online marketing and artificial intelligence plays a role in this as well. As algorithms improve over time, voice search will become more reliable and used more frequently."8. What steps would you take to build lasting relationships with our clients and clearly communicate what we can offer to our clients? Client relationships are a crucial focus for any marketing agency. If there is no effort to build and maintain a lasting relationship, then clients are more likely to look elsewhere for help. An essential part of client relationships is the ability to communicate what DDB can offer to its clients. This transparency is how client relationships can expand. In your response, talk about the steps you have taken with past clients to ensure that their relationship with your agency remained strong. Also, include any instances where you may have communicated with clients to expand the services the agency provided. Here is an answer example: "Over the several years I have worked in an agency environment, I have worked with many clients with differing needs and personalities. It is important that clients feel their projects get the attention they deserve. I communicate with clients frequently to update them on projects and campaigns they are running, so they know that their projects are a priority for me. Also, I am continually looking for ways to offer them additional services that would be beneficial for their marketing efforts. This approach assures them that I have their best interests in mind and am looking for ways to improve the impact of their marketing efforts." Here is an answer example: "Client relationship building has always been a priority for me throughout my years working for agencies. To maintain strong relationships with clients, I am diligent about holding regular monthly client update meetings for me to learn about changes in their business as well as suggesting additional ways we can help them reach their business goals through advertising. It is important to update clients with changes to our business as well. With one particular client, I offered to bring some of their marketing research, as it relates to advertising, in-house so it would provide a more integrated approach to their advertising efforts. Providing this additional service strengthened our agency's relationship with that client."9. What tools are you familiar with when it comes to customer experience surveys? The interviewer would like a breakdown of the specific tools and software you have used in the past when it comes to customer surveys and studies. There is a multitude of options available in the customer relationship management industry. Try to find out what DDB uses, and if possible, tie in your experience with the tools that you will be using in this specific role. Here is an answer example: "The customer survey tools I have used the most include SmileBack, Zendesk, and Nicereply. I have many years' experience in utilizing these tools for the most detailed data and outcomes. Could you share with me which resources you use at DDB? I am eager to apply everything that I know to the tools used here." Here is an answer example: "At this early stage in my career, I have used the most basic tools including SurveyMonkey. I do find that solution to be simple yet powerful when it comes to collecting customer feedback. With that said, I am most interested in learning the internal systems and robust software used at DDB."10. Name some solutions for customer experience optimization. When it comes to client relationships and the client experience, the interviewer wants to know that you have solutions that will optimize the customer experience. DDB works hard to ensure that their clients are very well set up to serve their customers, and it's essential that you can express how you are ready to contribute to this goal. Here is an answer example: "When a company is engaged, has defined values, and a clear understanding of the customer journey, they are then ready to optimize the customer experience. I believe that true optimization comes from strategic customer engagement and segmented customer solutions versus a 'one-size-fits-all' option." Here is an answer example: "I believe the best solutions for optimizing the customer experience include identifying gaps between your service and that of your biggest competitor. Also, segmenting your offering and advertising. Next, continually evaluating the capabilities of your organization while immediately repairing any identified gaps."11. What are your favorite design tools right now? The interviewer wants to know the tools you bring experience in, and the ones that you enjoy using the most. Take a look at the DDB job posting to see if you can locate any information on the tools and resources you will be using on the job. If you have experience with these or a similar program, be sure to mention it. Here is an answer example: "My favorite design tools at the moment include Typeform for customer-facing forms such as surveys, questionnaires, and other interactive marketing activities. I also find myself using Cleanmock quite often, for showcasing great design mockups. I see that DDB uses many Adobe products and InDesign, which I am also very well versed with." Here is an answer example: "I was pleased to see that DDB uses design tools such as Adobe Illustrator CC and Sketch for Mac. These tools are ones I am an expert user in, leaning on them nearly every day in my current job."12. The customer avatar is key to building the right audiences for DDB's clients. How do you collect data needed to create an ideal customer profile, then determine the strategy for targeting prospective customers that are a match? The interviewer would like to uncover your experience with identifying, advertising to, and creating a following of potential customers. You need to explain how you determine what kind of people would be interested in your clients' product or services, and why. Your answer should explain how you research information including demographics, location, educational or professional backgrounds, their challenges, and their goals. When it comes to targeting, you'll need to explain how you know where your customer avatar shops, the platforms they use most frequently, and how they make purchases. Here is an answer example: "When creating an ideal customer profile, I review analytics from my client's website, app, and CRM to see what kinds of people have purchased or shown interest in purchasing from them. I hone in on customers that have the best buying habits or potential, finding out more about where they live and work, income range, and other demographics. I take note of any trends or similarities among this group of customers. I may conduct surveys or interviews within my targeted demographic to further understand their motivations. This information helps me to craft a customer avatar, which becomes my center of a strategy for deciding on platforms, messaging, and promotions." Here is an answer example: "In the past, I've had to create a customer avatar for a client that had no previous sales but was competing against existing businesses. To do this, I purchased market data to find out who my client's competitors and their customers where. I found out what those customers' challenges and goals were. I looked into data on spending habits, and conducted polls, often incentivizing participants so I could discover shortcomings in competitors' offerings. Using this information, seasonal, and demographic data, I came up with a target customer profile and put together a timely campaign to reach them with language that would appeal to their desire for a solution that would ultimately fulfill their needs."13. Why has video marketing become a valuable part of many clients' marketing strategies? The hiring managers at DDB Canada are looking for candidates who firmly believe in the power of video marketing and its role in a company's overall marketing strategy. Companies need to have sharp and clear video strategies, and the importance of this is only growing. In your response, talk about why you believe that video is an essential component for many companies in their marketing strategies. Your response should reflect your keen understanding of the value video marketing provides and how it has changed how companies build their marketing strategies. Here is an answer example: "Video marketing has become an effective way for companies to increase brand awareness, conversion and even open rates for email campaigns. As the popularity of video marketing increases, it will be an important component for DDB's clients to consider when building their marketing strategy. Research has shown that consumers are looking for videos when making purchase decisions. It can play an integral part in not only sales but also customer service through demonstration and other types of educational videos. There are many opportunities to integrate video into DDB's clients' overall marketing strategies." Here is an answer example: "Building a video strategy will allow DDB clients to build a more intimate relationship with current and potential customers. Messages are expressed more authentically through a video than through text alone. Research has shown that people are more likely to share videos as well, therefore allowing marketing message to spread more effectively. As more companies are integrating video into their overall marketing strategies, those who are slow to adopt the trend will be left fighting against stronger brands to build their awareness."14. Helping clients with their brand strategy is one of the first phases of brand development. How can your experience with brand strategies be of value when working with DDB's clients? Ensuring a client has a strong brand strategy is one of the first steps in successfully helping it develop its brand. Therefore, it is crucial to DDB that its team members have experience in this area. As you respond to this question, talk about what role you took while working on brand strategies in prior positions. Specifically, address how you can bring value to DDB's client relationships concerning your experience with brand strategies. Here is an answer example: "My prior positions have allowed me to work on brand strategy teams. My main role in these teams was providing analytical support for the strategic decisions made. In doing so, I was able to work with and learn from my teammates and also learn about the strategy building process. I am confident my experience gives me valuable perspectives on the process, which can help the strategy building phase for DDB's clients run more smoothly. Also, my strong analytical viewpoint gives me a great foundation on which to make strategic decisions." Here is an answer example: "I had the fortunate opportunity to participate in a brand strategy team in a creative capacity. My role was to give input on how the company's brand was to be represented in advertisements and on social media. An important lesson I learned as part of this team is that members' roles are dependent on one another. It is important to understand the contribution everyone is making so you can better accomplish your tasks. I believe my ability to understand the various roles of a strategy team will help DDB's clients work more productively and efficiently."15. How do you learn and grow when it comes to branding, design, and marketing? It is essential for DDB that their team members are interested in continuous professional development. Discuss with the interviewer what you do to make sure you are on top of industry trends. Talk about what you do to keep yourself educated on new design techniques. Show the hiring authorities at DDB that you have a desire to expand your design knowledge continually. Here is an answer example: "I agree with DDB that continuous professional development is critical to my success. In addition to my degree, I recently earned my Brand Management Certificate. I enjoy taking online courses and workshops, ensuring that I remain up to date on the latest branding, design, and marketing trends." Here is an answer example: "I do a lot of reading, educating myself on topics related to marketing, design, and branding. Also, I grow and learn by committing to at least one online course per quarter. This past month I took a workshop on the psychology behind brand colors and other design elements."16. Research is an integral part of the brand development process. What is your analytical experience as it relates to brands? DDB Canada is looking for candidates with some level of brand analytical experience. Your experience may be related to any phase of the process, as long as it is relevant to brand development or brand evaluation. Some areas brand analytics come in to play is in identifying target audiences, developing creative and selecting channels. Also, brands are continually evaluated on an ongoing basis through customer surveys. These are examples, and your brand analytics experience may include other areas. Here is an answer example: "I am excited about the possible opportunity to put my brand analytical skills to use to meet the brand development needs of DDB's clients. My previous projects have allowed me to gain extensive experience in evaluating and monitoring clients' brands. Through my analyses, I have been able to identify opportunities for clients to improve their brand positions. My brand analytical experience helps me determine what measures need to be looked at to make careful brand development decisions." Here is an answer example: "As an active team member on a brand development team, I was tasked with making recommendations on target customers and providing analytics to support them. While working towards developing my recommendations, I learned the importance of telling a story through the analyses. The ability to look at the numbers and build a story is an important skill to have in the brand development process as it can help DDB's clients make the necessary strategic brand decisions."17. What knowledge do you have about the role videos play in search engine marketing? Hiring managers at DDB want to ensure that candidates understand the vital role that videos play in search engine marketing. Search engines show preference to videos, with studies showing that YouTube videos will most likely show up in the top 10 search results. Your response should cover your understanding of both video's role in marketing as well as search engine marketing. How to get people to view your video is an integral part of any company's video strategy. Here is an answer example: "Once a client has a video created, there must be a plan on how to promote viewership. Included in any video strategy is search engine marketing. Like any other ad or listing, videos need to be optimized, so search engines will select it to be listed on the first page of results. You can optimize your video by including transcripts with it by using keywords throughout the video. Also, clients should look to optimize video titles as well as descriptions with keywords. With my knowledge of search engine marketing and experience building video strategies, I am confident I can help DDB clients effectively use videos." Here is an answer example: "Search engine marketing is a great way to get companies' videos in front of the right audience. I have helped clients increase the number of video views by including search engine marketing tactics in their video strategies. Through keyword research, optimization of descriptions, transcripts, and titles, and the use of category tags, I was able to help clients get their videos to rank high on the search results page. Also, including videos within blog posts helps as well since you can optimize the post by including keywords within."18. Brand development is a continuous process. At DDB, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process. Brand development is ongoing as clients' industries and customer preferences change. Tracking brands allow DDB's clients to monitor customers' and the general public's perception of their brand. In doing so, it allows them to make adjustments to the strategies they have in place. Talk about how any experiences you may have had with the tracking process, whether from analytical or strategic perspectives. Include a specific example of what you learned from the brand tracking process and how it affected the strategic changes made. Here is an answer example: "I have been fortunate to have had the opportunity to manage several brand tracking surveys. These experiences have allowed me to understand better the measures to track to ensure a clients' brand is healthy. With one particular client, we were able to measure the damage to its brand after a product recall took place. Through the data, I was able to define what aspects or topics needed to be addressed in a public relations campaign to mitigate further brand damage." Here is an answer example: "In my past positions, I have taken a strategic role in working with brand tracking data. My experiences included opportunities to make strategic decisions based on learnings from brand tracking studies. Through one particular tracking study, we learned that customers did not perceive that my client had a strong bond to the community. Because of this finding, I initiated a campaign to highlight my client's work with non-profits in the area. I believe my ability to synthesize the data and translate it into actionable steps will help DDB better serve its clients."19. What types of marketing videos have you found to be effective in strategies you have worked on? This question allows you to share your knowledge of various video types used in marketing strategies. DDB is looking for those candidates who have experience using video strategies to achieve different marketing goals such as brand awareness, new product introduction, and conversion. In your response, talk about a couple of different types of videos utilized in strategies you have worked on for your clients. Examples may include Brand, Demo, Educational and Event videos. Also, mention the purpose of the video and why it was effective. Here is an answer example: "In my years of experience working with clients on their marketing strategies, videos have become an integral component. I build video strategies based on the company's current situation and the product or service that is being offered. For example, demo videos are effective for companies that offer a product that requires some guidance to use. For a younger company, I have created brand video strategies to build awareness around the company and the products or services it offers." Here is an answer example: "Videos play an effective role in many marketing strategies. For one particular client, I created a video strategy for a new product introduction. I chose to use a user testimonial video to attract potential customers. This approach was successful in creating trial among those viewing the video. For another client, I used an expert interview video to answer commonly asked questions about its product line. This video increased viewers confidence in the product and was able to generate more sales for my client."20. DDB has worked with some of its clients on their content marketing strategy, which is an essential aspect of brand development. What role do you think content marketing plays in developing brands? It is vital that team members at DDB understand the purpose and importance of a well-defined content marketing strategy. Hiring managers at DDB want to know that you understand that effective content marketing builds more than awareness of a client's brand. In your response, convey your understanding of the purpose of content marketing which is to build a positive reputation for a client's brand. Also, stress the importance of making a connection with the target audience. Here is an answer example: "I have witnessed firsthand the importance of having a solid content marketing strategy in place. Content marketing allows you to make a connection with your target audience through educational information. A company's ability to provide content valuable to readers boosts its reputation as an expert on that particular topic. The content should be related to the products and services the client offers. Also, clients should tie their offerings into the content without losing the authentic nature of the piece by taking a strong sales tone." Here is an answer example: "Content marketing's purpose should be both to increase the visibility of a brand and to build up a client's reputation. Also, companies should look to create value for the audience by providing educational information. The value provided to the target customers creates a connection and builds up the company's reputation from their perspective. Content marketing takes brands a step further beyond awareness."21. The technology available to our campaign managers is continually changing and improving. How do you remain current with the changing industry? To add value as a DDB team member, it is crucial that you remain current to changes in the industry. Whether through formal or informal means, hiring managers want to be assured that you will make strides to stay informed and continue learning about trends and new developments in the digital advertising industry. Through your response, convey that you are interested in personal, and professional growth that will contribute to DDB's strategic goals. Here is an answer example: "From my experience in the digital advertising industry, I have witnessed the many technological changes and improvements that have benefited marketers. I understand that to get a full picture of the industry climate; you have to go outside the company's walls. I belong to several industry professional groups online where I am informed of seminars and training sessions as it relates to digital marketing technology. The information I acquire from these gatherings has been valuable as I implement my learnings into my job responsibilities and share with other team members within the company." Here is an answer example: "My experience at various companies has shown me that informal learning can be just as valuable as formal training sessions or seminars. I continually seek out ways to learn more about the digital marketing industry, whether it's from the technological side or the creative side. By connecting with clients, co-workers in other departments or professionals in my network, I have gained valuable insights. The knowledge I gained has given me new perspectives on my work and the industry overall while giving me the tools I need to add value to the company."22. Great data visualization will present data in a convincing way. How do you improve human perception when presenting data? The interviewer would like to know that you see the importance of positioning data in a convincing and easy-to-understand manner. DDB knows that their clients' customers will only purchase the services that they understand. Discuss with the interviewer how you improve human perception when it comes to presenting sets of data. Here is an answer example: "I know that people are very visual so the bulk of presenting data convincingly, comes down the use of color, graphs, and animation. I like to work in small multiples so that the numbers and information I am sharing are easy to digest. A successful presentation is all about the visual layout and easy absorption of data." Here is an answer example: "I recently read a study on the fact that pie charts are difficult for people to quickly understand and calculate so now I use them sparingly when it comes to presenting data sets and other important information. I lean more towards line charts for tracking changes or showing trends over time. Then, bar charts when I am comparing data from a variety of categories. The use of colors and other visuals is critical, also."23. Reporting and analytics are crucial for DDB to monitor and gauge results and demonstrate ROI to clients. What is an example of a report you've created for a client and how the data from it helped you to plan the next steps of their campaign? Here, the interviewer wants to make sure that you understand the importance of measuring and delivering results to clients who need a return on their investment, and that at some point, you've been responsible for monitoring and reporting on activities and outcomes. They also want to see if you are an analytical thinker, how you react to data, and what kind of data with which you're most familiar. You can answer by providing an example of a report you've created to track and show marketing activities, and key results. You may choose to tell them about reporting on a campaign that was successful or not and explain adjustments you made for increased success. Here is an answer example: "One of my client's goals was to increase the number of purchases completed through their website. They had no clear direction on how to do it. I added a sophisticated analytics tool to the back end of their website to see where traffic on their website was originating from, and to analyze the behavior of customers from the different sources. After compiling the data for a set time, I put it into a simple format to allow my client to see two metrics: Traffic Sources and Completed Sales. This report helped us to realize that most visitors that made purchases came from one social media site, so we decided to increase the budget for paid advertising there to reach more potential customers." Here is an answer example: "I'm usually working with several clients who are on similar programs at the same time. The repetition in these programs allows me to suggest the most useful KPIs that they'll want to see weekly. For these clients, I find it efficient to pull high-level reports from our system that include website and blog traffic, click-thru rates, and other data to compare week-over-week results. We have quick calls with them to review every Friday and dig further into the data, what's caused fluctuations of any activity and if needed, adjust our course of action."24. What are the benefits of customer journey mapping? Which part of their journey is the most critical? Many organizations will utilize a customer journey map to represent their customers' process visually, and to understand their needs, pain points, and motivation better. The interviewer wants to see that you understand the importance of understanding your customers' experience from start to finish. Discuss what you believe to be the most critical part of the customer journey, and why. Here is an answer example: "My current company has familiarized me with customer journey mapping as they feel it's an incredibly practical approach to understanding our clients, their entire process from beginning to end, their biggest pain points, and then what we can do to alleviate those needs. I have been part of a team that breaks down customer surveys and uses those pieces of information to fill in the gaps of what is missing when it comes to product features and our service benefits. I believe the most critical part of the journey is right before the decision stage, where a customer is considering, and comparing alternatives. When a company can exceed expectations at this stage, its nearly guaranteed to make the sale." Here is an answer example: "I have a lot of experience with mapping the customer journey and believe that the greatest benefit of this visual process is that it allows a company to see a clients' journey from end to end, reliving the customer experience. I once worked with a restaurant franchise who wanted to gain opportunities to put a smile on the faces of their guests. I helped them by mapping out the critical stages their customers went through including awareness, consideration, decision, use and then loyalty and advocacy. I believed loyalty and advocacy to be the most vital stage because, if you can gain a loyal customer, you are earning many more customers from referrals, while also keeping the customer you initially worked so hard to acquire."25. Tell me about one area of business-to-business market research that can be done to help improve a company's revenue and profitability. To answer this question, think of a specific element that businesses can control or react to that affect their bottom line. This element can include market data like location, material costs and availability, and sector trends and regulatory changes, for example. Here is an answer example: "One area of focus that has created a lot of interest for businesses in recent years has been environmental regulation. Due to clean air and similar initiatives, many companies have been forced to change product composition and production practices. Market research helps the companies look for alternatives as changes happen, and identifies the demand for new regulation-friendly products that can be created to meet the needs of an evolving industry. Besides helping with identifying, pricing, and sourcing cost-effective new materials and methods to continue producing products, companies also reap the benefits of being able to advertise newly improved, environment-friendly products. In many cases, this attracts a new genre of consumers that are highly conscientious and often willing to spend more. This approach can even reposition a brand's reputation in terms of product quality and justify increased pricing." Here is an answer example: "An example of areas where market research can make a direct impact relates to overhead costs and fair market values for goods or labor. These cover a broad field of interest and can include research on pricing for material, production, even salaries and payscale for industry and locale. Without having conducted proper research beforehand, a company may not be able to set realistic expectations in these areas and many others which can negatively affect spending, business operating income, ability to generate revenue, and ultimately profitability."26. What do you believe is the most significant upcoming trend in brand design? DDB is often on the cutting edge of brand design and industry trends. Show the interviewer that you can keep up, but also that you have a genuine desire to be in-the-know. Perhaps you read specific blogs or books, maybe you have a favorite podcast, or are part of a design forum where you can learn from industry peers. Discuss how you research trends, and what you believe to be the best trend in design right now. Here is an answer example: "I am very keen on researching trends in design, and am fascinated by how many themes come back around decades later. Right now, I believe the most significant upcoming trend in brand design are 1980's inspired logos and designs. What was once old, is new again! We will soon see more brands that offer bold colors, patterns, and maximalism." Here is an answer example: "Shapes and designs have always been one of the most significant considerations in brand design. Through research and observation, I have concluded that the next significant trend in branding will be geometric shapes in a minimalist format. Consumers like modern yet sleek logos that easily work on a variety of platforms."27. How does data drive a business' success? Data-driven decision making is becoming a more significant topic every year. Companies can leverage data analytics to determine: - Productivity - Competitive analysis - How, when, and where products are used - Customer demographics - Pattern analysis - Business growth Talk to the interviewer about the ways that you feel companies can best use data to drive the success of their business. Here is an answer example: "When I take a hard look at the many uses of data, I see that data can be collected in a plethora of ways to determine the success of a new product launch, competitive analysis, or patterns that occur, which may not be seen by the human eye. In my career, I have the most experience using data to help drive employee productivity and onboarding solutions which can save a company thousands of dollars." Here is an answer example: "Data can drive every aspect of a business' success if approached and utilized correctly. In my experience, I have seen that companies underutilize what a full data analysis approach can do for them. Analytics programs should be set up for marketing, sales, employee productivity, product efficiency, competitive analysis and more."28. DDB believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations? The interviewer wants to know about your knowledge of common key performance indicators across the marketing industry and how they related to a successful or unsuccessful marketing campaign. You should answer by listing the critical performance metrics tracked during marketing campaigns. Here is an answer example: "Typical KPIs that should be measured to show whether a campaign has been successful or not are the value of spend, lead counts and source quality, the value of sales before, after and during the campaign, profit, and return on investment." Here is an answer example: "KPIs can vary based on campaigns. If your main focus is to grow an audience, for example, it's important to look at growth in numbers of followers, engagements on social media and blog posts, referrals, and new email list subscribers."29. Describe your experience working with digital advertising. Before getting into the details of your technical experience, hiring managers would like assurance that you know the area of digital advertising. In your response, share details about projects or jobs where you worked in digital advertising, but also make an effort to describe your knowledge in this area. Here is an answer example: "My work experience includes working for a couple of different agencies that offered digital marketing services to its clients. While working at these agencies, I worked closely with the account managers to understand the clients' marketing needs. There are many technological tools in this area that help clients better target, deliver and manage their digital advertising. With an increasing number of options available to companies looking to advertise through digital channels, it is crucial to have the right tools to manage the process." Here is an answer example: "In a few of my previous positions, I had the opportunity to work with the marketing department to help develop digital advertising campaigns for our company. I contributed to the technical requirements of the campaign project team, which included evaluating the right tools for campaign execution. Working as part of the team, I learned how complex digital advertising could be and the importance of using the right technology for each step of the process. The right technology gives a digital advertising campaign the best chance at meeting its goals."30. What would you say are your biggest influences, or sources of inspiration when it comes to design? Inspiration is everywhere, and DDB would like to know what sources of inspiration you draw from when working on a brand design project. Talk about what motivates you, and gets your creative juices flowing. Perhaps it's a particular kind of music, working outdoors, travel, or even going to an art gallery. Whatever your response, be sure to allow your passion for design to shine through. Here is an answer example: "I find inspiration in everyday brands and how they contribute to people's lives. I am fascinated by happy and positive brands and what makes them tick. I often find myself dissecting the meaning behind a particular feeling or emotion that other brands emit." Here is an answer example: "My best work comes when I don't focus so much on a perfect outcome, but rather allow myself to play around with different mediums in different environments. I like to paint in the park, for instance, or hang out at an art gallery, listening to how people interpret what they see. I also like to play around with technology, seeing what I can create in my design programs without the pressure of staying inside of a box."