CMP Marketing Analytics and ROI 5

Question 1

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

Accepted Answer

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

Answer

Paid social media traffic that isn't tracked

Answer

Negative brand mentions on social platforms

Answer

Organic social traffic from anonymous users

Question 2

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

Accepted Answer

Predictive analytics using time-series modeling

Answer

Descriptive analytics with pie charts

Answer

Prescriptive analytics using linear programming

Answer

Diagnostic analytics using funnel review

Question 3

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

Accepted Answer

MQL-to-SQL conversion rate

Answer

Lead velocity rate

Answer

Pipeline coverage ratio

Answer

Cost per opportunity

Question 4

What is 'attribution window' in digital advertising analytics?

Accepted Answer

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

Answer

The time delay between ad creative review and publication

Answer

The visual area of a webpage where ads are most viewable

Answer

The time it takes for a campaign to reach full audience saturation

Question 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?

Accepted Answer

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

Answer

The brand is spending less than its competitors

Answer

Market share is perfectly correlated with SOV

Answer

The campaign has failed because market share didn't grow immediately

Question 6

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

Accepted Answer

RFM analysis

Answer

Psychographic segmentation

Answer

Geographic segmentation

Answer

Benefit segmentation

Question 7

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

Accepted Answer

Organic traffic, lead conversions from content, and revenue influenced

Answer

Page views, social shares, and comments

Answer

Publishing frequency, word count, and image count

Answer

Domain authority, backlink count, and Flesch reading score