Practice Test Geeks(MAC) Marketing Analytics Certification Practice Test
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Data Analysis & Decision Making Flashcards

7 cards from real MAC 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

  1. A dataset shows that ice cream sales and drowning rates both rise in summer. This is best described as:

    Answer: Spurious correlation caused by a confounding variable (hot weather)

    Both variables are driven by the confounding variable of hot weather, making the correlation spurious rather than causal.

  2. Which statistical test is most appropriate for determining whether two independent group means are significantly different?

    Answer: Independent samples t-test

    The independent samples t-test is used to compare the means of two unrelated groups to determine if the difference is statistically significant.

  3. A marketing team reports a 200% improvement in click-through rate. The absolute CTR changed from 0.1% to 0.3%. What should an analyst flag?

    Answer: The absolute values are low and context is needed to assess business impact

    Reporting only relative improvement can be misleading when the absolute baseline is very low, so both metrics must be contextualized.

  4. In multi-touch attribution, what distinguishes a data-driven model from a rules-based model such as last-touch?

    Answer: Data-driven models assign credit using machine learning on actual conversion path data

    Data-driven attribution uses algorithms trained on observed conversion paths to assign fractional credit, rather than applying fixed heuristic rules.

  5. When building a customer lifetime value (CLV) model, which input is least relevant?

    Answer: Customer's ZIP code demographics

    ZIP code demographics are not a direct input to CLV; the core inputs are purchase behavior and margin data.

  6. A marketing analyst uses a moving average to smooth a time series. What does this technique primarily help reveal?

    Answer: Underlying trends by reducing short-term noise

    A moving average dampens short-term fluctuations to make longer-term trends more visible in time series data.

  7. What does a p-value of 0.03 indicate in the context of an A/B test?

    Answer: There is a 3% probability of observing this result (or more extreme) if the null hypothesis were true

    A p-value is the probability of observing results at least as extreme as those obtained, assuming the null hypothesis is true.