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Marketing Analytics & Data-Driven Decision Making Flashcards

7 cards from real CMC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

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  1. Which analytics concept refers to the last channel a customer interacted with before converting receiving 100% of the conversion credit?

    Answer: Last-touch attribution

    Last-touch attribution assigns all conversion credit to the final touchpoint before the conversion event, ignoring all earlier interactions.

  2. A consultant is analyzing the relationship between advertising spend (X) and revenue (Y). The R² value is 0.82. What does this mean?

    Answer: 82% of the variation in revenue is explained by advertising spend

    R² (coefficient of determination) represents the proportion of variance in the dependent variable (Y/revenue) that is explained by the independent variable(s) in the model.

  3. A marketing consultant wants to identify the optimal price point that maximizes revenue using historical transaction data. Which analytical approach is most suitable?

    Answer: Price elasticity modeling

    Price elasticity modeling estimates how demand changes in response to price changes, enabling consultants to identify the price point that maximizes total revenue.

  4. Which of the following represents a 'vanity metric' that looks impressive but provides little actionable insight for marketing decisions?

    Answer: Total social media followers

    Total follower count is a vanity metric because a large audience that doesn't engage or convert generates no business value and cannot be directly actioned.

  5. In customer segmentation, which method groups customers by grouping them based on similarities in behavior or characteristics without predefined categories?

    Answer: Unsupervised clustering (e.g., k-means)

    Unsupervised clustering algorithms like k-means discover natural groupings in data without labeled training examples or predefined segment definitions.

  6. A consultant recommends measuring 'share of search' as a brand health proxy. What does share of search represent?

    Answer: A brand's proportion of total category-related search volume on search engines

    Share of search measures a brand's proportion of all search queries within its category, shown to correlate with market share and brand awareness over time.

  7. Which approach involves continuously tracking a specific cohort of customers from their acquisition date to measure behavior changes over time?

    Answer: Cohort analysis

    Cohort analysis groups customers by a shared characteristic (e.g., acquisition month) and tracks that group's behavior longitudinally, revealing retention and lifecycle patterns.