MAC Customer Insights 2

Question 1

Which technique segments customers based on their most recent purchase, purchase frequency, and total spend?

Accepted Answer

RFM analysis

Answer

RFM (Recency, Frequency, Monetary) analysis segments customers using three behavioral dimensions to identify high-value segments.

Question 2

A company finds that customers who buy product A also tend to buy product B. Which analytical method uncovered this relationship?

Accepted Answer

Market basket analysis

Answer

Market basket analysis (association rule mining) identifies products frequently purchased together to reveal cross-sell opportunities.

Question 3

What is the primary purpose of a customer journey map in marketing analytics?

Accepted Answer

To visualize touchpoints and pain points across the customer experience

Answer

Customer journey maps document each interaction a customer has with a brand, highlighting friction points and opportunities for improvement.

Question 4

Voice of the Customer (VoC) programs primarily collect data through which method?

Accepted Answer

Surveys, interviews, and feedback forms

Answer

VoC programs capture customer opinions, expectations, and preferences directly through surveys, interviews, focus groups, and feedback channels.

Question 5

Which metric measures the percentage of customers who continue using a product or service over a given period?

Accepted Answer

Retention rate

Answer

Retention rate measures the proportion of customers who remain active customers from one period to the next.

(MAC) Marketing Analytics Certification Practice Test