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Managing Information for Marketing Insights Flashcards

7 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Managing Information for Marketing Insights flashcards as text

  1. A chief marketing officer wants a single view of each customer by merging data from CRM, e-commerce, and loyalty systems. This is achieved through a:

    Answer: Customer data platform (CDP)

    A Customer Data Platform (CDP) ingests and unifies customer data from multiple first-party sources to create a persistent, unified customer profile.

  2. Under the General Data Protection Regulation (GDPR), a marketer collecting personal data from EU residents must ensure:

    Answer: A lawful basis for processing exists, such as consent or legitimate interest

    GDPR requires organizations to identify and document a lawful basis (e.g., consent, contract, or legitimate interest) for every personal data processing activity.

  3. In marketing analytics, 'attribution modeling' is used to:

    Answer: Determine how credit for a conversion is distributed across multiple customer touchpoints

    Attribution modeling allocates conversion credit across the various touchpoints a customer interacted with before converting, helping marketers understand channel contribution.

  4. A marketer uses a Likert scale in a customer satisfaction survey. The MAIN advantage of a Likert scale over a simple yes/no question is that it:

    Answer: Captures the intensity or degree of respondents' attitudes, not just direction

    Likert scales capture the degree of agreement or satisfaction (e.g., strongly agree to strongly disagree), providing richer attitudinal data than binary responses.

  5. Which of the following BEST illustrates the concept of 'dark data' in a marketing context?

    Answer: Call center transcripts and email threads that are collected but never analyzed for insights

    Dark data refers to data that organizations collect and store but never analyze or use—such as unstructured call logs or email archives—representing untapped insight potential.

  6. A marketing team conducting sentiment analysis on product reviews is using which branch of artificial intelligence?

    Answer: Natural language processing (NLP)

    Natural language processing (NLP) enables computers to interpret and analyze human language, making it the AI branch used for sentiment analysis of text data.

  7. A marketing researcher reports a correlation of +0.85 between advertising spend and brand awareness scores. The CORRECT interpretation is:

    Answer: There is a strong positive association between ad spend and brand awareness, but causation is not proven

    A correlation coefficient indicates the strength and direction of a relationship between two variables but does not establish that one causes the other.