MAC Data Analysis & Decision Making 2

Question 1

A marketing analyst notices that two variables have a Pearson correlation coefficient of 0.85. What does this indicate?

Accepted Answer

A strong positive linear relationship between the two variables

Answer

A Pearson correlation of 0.85 indicates a strong positive linear relationship, but correlation does not imply causation.

Question 2

Which metric best measures the incremental revenue generated per dollar spent on marketing?

Accepted Answer

Return on Ad Spend (ROAS)

Answer

ROAS measures revenue generated for every dollar spent on advertising, making it the primary incremental efficiency metric.

Question 3

When segmenting customers using RFM analysis, what does the 'F' stand for?

Accepted Answer

Frequency

Answer

RFM stands for Recency, Frequency, and Monetary value — three dimensions used to rank customers.

Question 4

A company wants to reduce churn. Which analytical approach would best identify customers at risk of leaving?

Accepted Answer

Predictive modeling using behavioral engagement signals

Answer

Predictive modeling uses historical behavioral patterns to score and flag customers most likely to churn before they do.

Question 5

In a marketing funnel analysis, a sudden drop in conversion rate between the consideration and decision stages most likely warrants:

Accepted Answer

Investigating barriers such as pricing, trust signals, or UX friction at the decision stage

Answer

A stage-specific drop signals a friction point at that stage, which should be investigated and addressed directly.

(MAC) Marketing Analytics Certification Practice Test