Practice Test Geeks(MAC) Marketing Analytics Certification Practice Test
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Data Collection & Management 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.

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  1. What is a 'data mart' in the context of marketing analytics infrastructure?

    Answer: A subset of a data warehouse focused on a specific business domain like marketing or sales

    A data mart is a focused repository that contains a subset of warehouse data tailored to the needs of a specific team or function.

  2. Which practice helps maintain data integrity when multiple teams write to the same marketing database?

    Answer: Implementing role-based access control and write permissions

    Role-based access control ensures only authorized users can modify data, reducing the risk of accidental corruption or unauthorized changes.

  3. What does 'sessionization' mean in web analytics data processing?

    Answer: Grouping a user's sequential page views and interactions into a single visit session

    Sessionization groups a stream of user events into discrete visit sessions, typically separated by a period of inactivity (e.g., 30 minutes).

  4. A marketer notices that conversion data in the CRM is 15% higher than in the ad platform. What is the most likely cause?

    Answer: Discrepancies in conversion window definitions or attribution logic between systems

    Different systems often use different attribution windows or counting methods, causing legitimate discrepancies in reported conversion totals.

  5. Which technique is commonly used to connect offline purchase data with online behavior in a customer data platform (CDP)?

    Answer: Identity resolution using deterministic and probabilistic matching

    Identity resolution combines deterministic signals (like email) and probabilistic signals (like device fingerprints) to create unified customer profiles.

  6. What is the purpose of a 'data dictionary' in a marketing analytics project?

    Answer: A reference document that defines the meaning, format, and source of every data field

    A data dictionary provides standardized definitions so all stakeholders agree on what each metric or field means and how it is calculated.

  7. What is 'sampling bias' in the context of survey-based market research?

    Answer: A systematic error that occurs when the sample does not accurately represent the target population

    Sampling bias distorts results when the people surveyed differ systematically from the population of interest, making findings unreliable.