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

Correlation indicates that two variables move together, but without controlled experimentation it does not prove that one causes the other.

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

Conversion rate is calculated as (conversions / total visitors) × 100, directly measuring how effectively a site turns visitors into action-takers.

Question 3

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

Accepted Answer

Competitor's advertising spend

Answer

CLV is calculated from a company's own customer data (purchase value, frequency, retention rate, and acquisition cost), not competitor behavior.

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

MMM uses statistical regression to isolate and measure the sales contribution of each marketing channel, accounting for seasonality, pricing, and other external variables.

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

An independent samples t-test compares the means of two groups (before/after or control/treatment) when data is continuous and normally distributed.

CMC - Certified Marketing Consultants Practice Test

CMC - Certified Marketing Consultants Practice Test

CMC Marketing Analytics & Data-Driven Decision Making 2