Practice Test Geeks(CMP) Certified Marketing Professional Practice Test
← All CMP Flashcard Decks

Marketing Analytics and ROI Flashcards

7 cards from real CMP 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 and ROI flashcards as text

  1. Which data visualization type is best suited for showing the distribution of a single continuous variable?

    Answer: Histogram

    A histogram groups continuous data into bins to display the frequency distribution of a single variable across a range of values.

  2. What is the main limitation of using only vanity metrics like social media followers to evaluate marketing performance?

    Answer: They don't correlate with business outcomes or revenue

    Vanity metrics like follower counts look impressive but don't directly tie to business outcomes such as leads, conversions, or revenue.

  3. In cohort analysis, what is a 'cohort'?

    Answer: A segment of customers grouped by shared characteristics or time of acquisition

    A cohort is a group of users who share a common characteristic, most often the time period in which they were acquired, used for tracking behavior over time.

  4. A marketer calculates a Net Promoter Score (NPS) of +45. What does this primarily measure?

    Answer: Customer loyalty and likelihood to recommend

    NPS measures customer loyalty by asking how likely customers are to recommend the brand, calculated as the percentage of promoters minus detractors.

  5. Which analytical method helps identify which marketing channels work best together to drive conversions?

    Answer: Multi-touch attribution modeling

    Multi-touch attribution modeling evaluates the contribution of multiple marketing channels across the customer journey to understand how they collectively drive conversions.

  6. What does a 'marketing mix model' (MMM) primarily use to measure channel effectiveness?

    Answer: Aggregate historical data and statistical regression

    Marketing mix modeling uses aggregate historical data and regression analysis to quantify the impact of various marketing inputs on sales outcomes.

  7. An e-commerce brand finds its cart abandonment rate is 70%. Which metric should they prioritize to reduce lost revenue?

    Answer: Cart recovery email click-through rate

    Cart recovery email click-through rate directly measures the effectiveness of re-engagement efforts targeting users who abandoned their carts without purchasing.