CMP Digital Marketing and Analytics 4

Question 1

What is the primary function of a Customer Data Platform (CDP) in digital marketing?

Accepted Answer

Unifying customer data from multiple sources into a single persistent profile

Answer

A CDP collects and unifies customer data from all touchpoints into a single, comprehensive customer profile accessible to marketing teams.

Question 2

Which type of keyword match type in Google Ads shows ads only when the exact phrase is searched with no other words?

Accepted Answer

Exact match

Answer

Exact match targets searches that exactly match the keyword or close variants, with no additional words before, after, or in between.

Question 3

What is 'conversion rate optimization' (CRO)?

Accepted Answer

The process of increasing the percentage of visitors who complete a desired action

Answer

CRO focuses on improving website elements—copy, design, UX—to increase the percentage of visitors who complete a goal like a purchase or sign-up.

Question 4

In social media marketing, what is an 'engagement rate'?

Accepted Answer

The ratio of total engagements (likes, comments, shares) to reach or followers

Answer

Engagement rate measures audience interaction as a proportion of reach or total followers, indicating how compelling content is to its audience.

Question 5

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

Accepted Answer

Web traffic from private sharing channels (e.g., messaging apps, email) that cannot be tracked

Answer

Dark social refers to traffic originating from private sharing (direct messages, email) that analytics tools misclassify as direct traffic because it lacks referral data.

(CMP) Certified Marketing Professional Practice Test

(CMP) Certified Marketing Professional Practice Test

CMP Digital Marketing and Analytics 4