Data Analysis & Decision Making Flashcards
7 cards from real GMC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Data Analysis & Decision Making flashcards as text
You run two simultaneous A/B tests on the same landing page. What is the primary risk of this approach?
Answer: Interaction effects between experiments that contaminate results
Simultaneous tests on the same page can interact, making it impossible to attribute performance changes to a single experiment.
Which of the following is an example of a vanity metric in growth marketing?
Answer: Total registered users without accounting for active users
Total registered users looks impressive but ignores engagement and activity, making it a vanity metric that doesn't predict business health.
A company's DAU/MAU ratio is 0.15. What does this indicate?
Answer: 15% of monthly users engage daily, suggesting low stickiness
A DAU/MAU ratio of 0.15 means only 15% of monthly active users return daily, indicating low product stickiness.
When should a growth team use qualitative data alongside quantitative analytics?
Answer: When they need to understand the 'why' behind the numbers
Qualitative data (interviews, session recordings) explains user motivations and context that quantitative metrics alone cannot reveal.
A growth experiment shows a 5% lift in revenue but a 3% decline in NPS. How should the team proceed?
Answer: Evaluate both metrics against long-term LTV and retention projections before deciding
Both revenue lift and NPS decline have long-term implications; the decision requires weighing trade-offs against retention and LTV data.
What is 'sample ratio mismatch' (SRM) in A/B testing?
Answer: When the test group is larger than intended due to a bug in traffic allocation
SRM occurs when the observed traffic split between variants doesn't match the intended split, indicating a technical bug that invalidates results.
Which segmentation dimension is most useful for identifying high-value users to inform a referral program?
Answer: Acquisition channel combined with LTV tier
Combining acquisition channel with LTV tier identifies which sources bring the most valuable users, allowing the referral program to target and replicate that pattern.