Your LIVErtising 3 stones of knowledge

April 1, 2018

To start you preparing the LIVE exam actively, here is some information about the format and contents of the exam.

YOUR EXAMThree stones of knowledge FORMAT

The contents correspond to the information shared during the lectures, on the basis of the slides – I mean, the oral contents shared during the lectures, not just the slides. The evaluation itself will be based on three concepts from the course. You’ll draw at random three cards from a triple list inluding:

(1) core concepts (2) supporting concepts (3) illustrating concepts.

Here are some examples of core concepts:

A presence is not a strategy ++ A/B testing ++ Adserver ++ Amplification ++ Banner advertising ++ Bottom up ++ bounce rate ++ Brand monitoring ++ Build / Interact / Amplify ++ Creative vs data-driven digital ++ CTR ++ Data Intelligence ++ Data vs creative skills ++ Digital as a science or an art ++ Display advertising ++ Engagement ++ Google ++ Inbound marketing ++ Interruptive advertising ++ KPI vs metrics ++ Listening ++ Marketing communication models ++ Measuring ++ Networked communication ++ Online targeting ++ Outbound marketing ++ P – E – M ++ Permissions marketing ++ R-A-C-E model ++ remarketing ++ retargeting ++ S-M-A-R-T ++ SEE-THINK-DO ++ Start with WHY? ++ Strategy vs tactic ++ strategic vision ++ Top down communication ++ Tracking ++ UGC ++ User value ++ UX ++ Webvertising

Supporting concepts:

ad tags ++ advocacy ++ alerts ++ AMP ++ ATAWAD ++ Avinash Kaushik ++ behavioural targeting ++ benchmarking ++ brand bashing ++ building a presence ++ click fraud ++ cross device behaviour ++ dashboards ++ daytime targeting ++ digital pricing models ++ engagement marketing ++ Google Analytics ++ hashtag hijacking ++ Hootsuite ++ IAB standards ++ interacting ++ leads ++ lookalike audience ++ mobile micro-moments ++ mobile retargeting ++ mobile use and mobile advertising ++ Occam’s Razor ++ P-0-E media ++ persona ++ privacy issues ++ Real time ++ ROI ++ sentiment analysis ++ shared media ++ situation analysis ++ social intelligence ++ social media monitoring ++ social media research ++ social signal ++ SOLOMO ++ T-O-W-S analysis ++ the evolution of display ++ web 2.0 ++ web 3.0

Illustrative concepts:

#McDStories ++ A/B Tasty ++ app-to-app retargeting ++ AR ++ Buzzsumo ++ cross-device retargeting ++ Cyfe ++ Digimedia ++ Echo Dot ++ Gatorade Mission Control ++ Google content experiments ++ IFTTT ++ nearables ++ Optimizely ++ Patagonia ++ Search console ++ Smart Insights ++ social signal ++ Sysomos ++ Tagboard ++ Talkwalker ++ Tweetdeck ++ utm tracking ++ vertical vs horizontal search engines ++ Visual Website Optimizer ++ VR ++ wearables ++ web-to-app ad retargeting ++ web-to-web retargeting ++

I’ll update and complete this list after the last lecture. It is illustrative, and does not cover the first lectures completely yet.


Your aim will be to show you have clearly understood these concepts and how they relate to the evolution of marketing communication as we have analysed it in the course. In a nutshell, this evolution has taken us from

(1) interruptive/ top-down/ one-way/ outbound advertising over (2) permission/ bottom-up/ two-way/ inbound advertising to (3) networked/ collaborative/ social/ participatory/ connected communication (4) to reach a stage that is data-driven by algorithms, where AI is progressively taking over many aspects of marketing communication.

Each concept should be a door that opens up the global conceptual context it belongs to.

You’ll use five sources of information to provide your answers:

  • the contents shared during each lecture and formalised in the corresponding keynotes; your notes must complete these slides
  • the videos embedded in the slides
  • some quizzes I’ll tweet to you soon to probe your knowledge
  • the different platforms, sites or services I invited you to test all along the course
  • your own research based on the course

Additionally, your optional Inbound marketing course with the Hubspot Academy will prove very useful to extend your knowledge, and for those with a taste for even more, there is the information shared on Twitter with the #LIVErtising hashtag.

In a nutshell, your task will be to:

  • define those concepts
  • put them in their adequate conceptual context and develop that conceptual network
  • show how they connect with associated concepts
  • detail how they help us understand the evolution and specific digital dimension of marketing that the course focuses on

Make sure no language problem blurs your message – here the language support should help, or your own language work if you feel your knowledge is shaky.

This exam format is far more open than getting three question: it’s both easier and also more difficult. It gives you more possibilities: no danger of feeling stuck in a question you do not understand or remember – no set or expected answer, as long as it is relevant, information-rich, coherent and shows that you have understood the context. But is also gives you more responsibility: the need to build your own answer with all the bits and pieces of the course in order to provide a relevant answer that makes sense. In this respect the structure of your answer will be important.


You can still get hold of the student’s notes on our Onedrive.

I understand you may want to ask me questions about some of the above concepts. I invite you to submit all your questions as a comment at the bottom of this post. This will enable me to answer publicly and help you all. In earlier posts about the exam you’ll find my answers to such questions.


I have embedded the timetable in the previous post. I draw your attention on the possibility to take the exam early, on May 25, or to make any change within the existing schedule as long as you suggest a switch between two students.

All the best to you all!

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