CMA CMA Digital Marketing & Analytics 2

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?

Accepted Answer

$40

Answer

CPA = Total Spend ÷ Number of Conversions = $10,000 ÷ 250 = $40 per acquisition.

Question 2

What is 'retargeting' in digital advertising?

Accepted Answer

Showing ads to users who previously visited your website or interacted with your brand

Answer

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'?

Accepted Answer

Highly specific, multi-word search phrases with lower search volume but higher purchase intent

Answer

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?

Accepted Answer

Comparing two versions of a webpage, ad, or email to determine which performs better

Answer

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?

Accepted Answer

Customer Lifetime Value (CLV or LTV)

Answer

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.

(CMA) Certified Market Analyst Practice Test

(CMA) Certified Market Analyst Practice Test

CMA CMA Digital Marketing & Analytics 2