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.
Read the first 7 Marketing Analytics & Data-Driven Decision Making flashcards as text
A marketing consultant notices that web traffic increases whenever TV ads air, but cannot establish a direct cause-and-effect relationship. This limitation is best described as:
Answer: Correlation without causation
Correlation indicates that two variables move together, but without controlled experimentation it does not prove that one causes the other.
Which dashboard metric indicates what percentage of website visitors complete a desired action (e.g., form submission or purchase)?
Answer: Conversion rate
Conversion rate is calculated as (conversions / total visitors) × 100, directly measuring how effectively a site turns visitors into action-takers.
When building a customer lifetime value (CLV) model, which factor is NOT typically included?
Answer: Competitor's advertising spend
CLV is calculated from a company's own customer data (purchase value, frequency, retention rate, and acquisition cost), not competitor behavior.
In the context of marketing mix modeling (MMM), what is the primary purpose of the model?
Answer: To quantify the impact of each marketing channel on sales while controlling for external factors
MMM uses statistical regression to isolate and measure the sales contribution of each marketing channel, accounting for seasonality, pricing, and other external variables.
A consultant is evaluating whether a new loyalty program significantly increased average order value. Which statistical test is most appropriate if the data is normally distributed?
Answer: Independent samples t-test
An independent samples t-test compares the means of two groups (before/after or control/treatment) when data is continuous and normally distributed.
Which of the following best describes 'data governance' in a marketing analytics context?
Answer: Policies and processes that ensure data quality, security, and compliance
Data governance encompasses the policies, standards, and processes that manage data quality, access controls, privacy compliance, and accountability across an organization.
A heatmap tool on a landing page shows most users never scroll below the fold. What is the most data-driven recommendation a consultant should make?
Answer: Move the primary call-to-action (CTA) above the fold
If users don't scroll, critical conversion elements below the fold are missed; relocating the CTA above the fold maximizes its visibility to the majority of visitors.