CMC Marketing Analytics & Data-Driven Decision Making 2

Question 1

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:

Accepted Answer

Correlation without causation

Answer

Sampling bias

Answer

Selection effect

Answer

Multicollinearity

Question 2

Which dashboard metric indicates what percentage of website visitors complete a desired action (e.g., form submission or purchase)?

Accepted Answer

Conversion rate

Answer

Bounce rate

Answer

Click-through rate (CTR)

Answer

Session duration

Question 3

When building a customer lifetime value (CLV) model, which factor is NOT typically included?

Accepted Answer

Competitor's advertising spend

Answer

Average purchase value

Answer

Purchase frequency

Answer

Customer acquisition cost

Question 4

In the context of marketing mix modeling (MMM), what is the primary purpose of the model?

Accepted Answer

To quantify the impact of each marketing channel on sales while controlling for external factors

Answer

To design the visual elements of marketing creative

Answer

To create audience personas from qualitative research

Answer

To schedule social media posts for optimal engagement

Question 5

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?

Accepted Answer

Independent samples t-test

Answer

Chi-square test

Answer

Mann-Whitney U test

Answer

Spearman correlation

Question 6

Which of the following best describes 'data governance' in a marketing analytics context?

Accepted Answer

Policies and processes that ensure data quality, security, and compliance

Answer

The process of visualizing marketing data in dashboards

Answer

Selecting the right KPIs for a marketing campaign

Answer

Training machine learning models on customer data

Question 7

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?

Accepted Answer

Move the primary call-to-action (CTA) above the fold

Answer

Increase the page's word count to add more content

Answer

Add more images below the fold to encourage scrolling

Answer

Reduce the page's loading speed