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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. What is 'dark social' in the context of marketing analytics?

    Answer: Social media platforms with private or encrypted sharing that can't be tracked by standard analytics

    Dark social refers to private sharing channels like direct messaging, email, and WhatsApp where traffic sources cannot be tracked by standard UTM parameters or analytics tools.

  2. A marketer wants to forecast next quarter's revenue using historical sales data. Which approach is most appropriate?

    Answer: Predictive analytics using time-series modeling

    Predictive analytics with time-series modeling uses historical patterns to project future outcomes, making it the right fit for revenue forecasting.

  3. Which metric expresses the efficiency of converting marketing-qualified leads (MQLs) into sales-qualified leads (SQLs)?

    Answer: MQL-to-SQL conversion rate

    The MQL-to-SQL conversion rate measures how effectively marketing-qualified leads are being accepted and progressed by the sales team as sales-qualified opportunities.

  4. What is 'attribution window' in digital advertising analytics?

    Answer: The defined period after an ad interaction during which a conversion is credited to that ad

    An attribution window is the timeframe following an ad click or view within which a resulting conversion is attributed to that ad interaction.

  5. A brand runs a campaign and its share of voice (SOV) increases from 12% to 18% while market share holds at 10%. What does this suggest?

    Answer: The brand is investing more in marketing than its current market share warrants, which typically predicts future share growth

    When SOV exceeds market share (excess share of voice or eSOV), research shows it predicts future market share growth as the brand builds awareness and consideration.

  6. Which segmentation approach divides customers based on their purchase behavior, recency, frequency, and monetary value?

    Answer: RFM analysis

    RFM (Recency, Frequency, Monetary) analysis segments customers by how recently they bought, how often they buy, and how much they spend.

  7. A content marketing team wants to prove ROI to leadership. Which combination of metrics best links content activity to business outcomes?

    Answer: Organic traffic, lead conversions from content, and revenue influenced

    Connecting organic traffic, content-driven lead conversions, and revenue influenced directly ties content marketing efforts to pipeline and business results that leadership values.