CMA CMA Digital Marketing & Analytics 2 — Questions and Answers
Question 1: A digital marketer calculates the 'Cost Per Acquisition' (CPA) for a campaign. Total spend was $10,000 and 250 conversions were recorded. What is the CPA?
- $40 (Correct answer)
- $25
- $50
- $100
Correct answer: $40
CPA = Total Spend ÷ Number of Conversions = $10,000 ÷ 250 = $40 per acquisition.
Question 2: What is 'retargeting' in digital advertising?
- Showing ads to users who previously visited your website or interacted with your brand (Correct answer)
- Re-sending emails to subscribers who didn't open the first message
- Launching a revised ad campaign after a failed initial campaign
- Targeting a completely new audience after a campaign underperforms
Correct answer: Showing ads to users who previously visited your website or interacted with your brand
Retargeting uses cookies or pixel tracking to identify users who visited a website and then serves them relevant ads as they browse other sites or social media platforms.
Question 3: In the context of content marketing and SEO, what are 'long-tail keywords'?
- Highly specific, multi-word search phrases with lower search volume but higher purchase intent (Correct answer)
- The most popular and highly competitive single-word search terms
- Keywords that have been trending for more than six months
- Brand-specific keywords that include a company's name
Correct answer: Highly specific, multi-word search phrases with lower search volume but higher purchase intent
Long-tail keywords are longer, more specific phrases (e.g., 'best running shoes for flat feet under $100') that attract less traffic but convert better due to higher purchase intent.
Question 4: What does 'A/B testing' mean in digital marketing?
- Comparing two versions of a webpage, ad, or email to determine which performs better (Correct answer)
- Alternating between two marketing budgets on a monthly basis
- Testing a campaign in two different geographic markets simultaneously
- Switching between two advertising platforms to compare reach
Correct answer: Comparing two versions of a webpage, ad, or email to determine which performs better
A/B testing (split testing) shows version A and version B to different audience segments simultaneously to determine which drives better results for a specific metric.
Question 5: Which metric measures the total value a customer is expected to generate over their entire relationship with a company?
- Customer Lifetime Value (CLV or LTV) (Correct answer)
- Customer Acquisition Cost (CAC)
- Net Promoter Score (NPS)
- Monthly Recurring Revenue (MRR)
Correct answer: Customer Lifetime Value (CLV or LTV)
Customer Lifetime Value (CLV) estimates the total net profit a company can expect from a customer over the entire relationship, informing how much to invest in acquisition and retention.
Question 6: What is the primary function of a 'marketing automation' platform?
- To automate repetitive marketing tasks like email sequences, lead scoring, and campaign triggering based on user behavior (Correct answer)
- To automatically generate ad creative using artificial intelligence
- To automate the hiring of marketing personnel based on campaign performance
- To automatically adjust pricing based on real-time demand
Correct answer: To automate repetitive marketing tasks like email sequences, lead scoring, and campaign triggering based on user behavior
Marketing automation platforms streamline repetitive tasks—email nurturing, lead scoring, behavioral triggers—allowing marketers to scale personalized communication efficiently.
CMA CMA Digital Marketing & Analytics 2
A digital marketer calculates the 'Cost Per Acquisition' (CPA) for a campaign.
Total spend was $10,000 and 250 conversions were recorded.
What is the CPA?