CMC Marketing Analytics & Data-Driven Decision Making

Question 1

A marketing consultant wants to measure the incremental revenue generated for every dollar spent on a campaign. Which metric best captures this?

Accepted Answer

Return on Marketing Investment (ROMI)

Answer

ROMI measures the incremental revenue (or profit) attributable to marketing divided by the marketing cost, directly capturing efficiency of spend.

Question 2

Which statistical technique is most appropriate for predicting a continuous outcome variable (e.g., monthly sales) from multiple independent variables?

Accepted Answer

Multiple linear regression

Answer

Multiple linear regression models the relationship between a continuous dependent variable and two or more independent predictors, making it ideal for sales forecasting.

Question 3

A/B testing in digital marketing is best described as:

Accepted Answer

Simultaneously exposing two groups to different versions of a variable to identify which performs better

Answer

A/B testing (split testing) randomly assigns users to control (A) and variant (B) conditions simultaneously, isolating the effect of a single change.

Question 4

In marketing analytics, what does 'attribution modeling' primarily help a consultant determine?

Accepted Answer

Which touchpoints in the customer journey receive credit for a conversion

Answer

Attribution modeling assigns conversion credit across multiple touchpoints, helping marketers understand which channels and interactions drive results.

Question 5

A data set contains customer purchase amounts that are highly right-skewed due to a few very large orders. Which measure of central tendency should a consultant use to best represent the typical customer purchase?

Accepted Answer

Median

Answer

The median is resistant to extreme values (outliers), making it a better representation of the typical purchase amount in a skewed distribution.

CMC - Certified Marketing Consultants Practice Test

CMC - Certified Marketing Consultants Practice Test

CMC Marketing Analytics & Data-Driven Decision Making