MAC Data Collection & Management 2

Question 1

Which data collection method captures user behavior passively without requiring active user participation?

Accepted Answer

Web analytics tracking pixels

Answer

Tracking pixels and similar passive tools collect behavioral data automatically without requiring users to take deliberate action.

Question 2

What is 'data latency' in the context of marketing analytics?

Accepted Answer

The time delay between data collection and its availability for analysis

Answer

Data latency refers to the lag between when an event occurs and when that data is available for reporting and decision-making.

Question 3

A company collects customer data through a loyalty program sign-up form. This is an example of what type of data?

Accepted Answer

Zero-party data

Answer

Zero-party data is information customers intentionally and proactively share with a brand, such as preferences entered in a sign-up form.

Question 4

Which of the following best describes a 'data schema' in a marketing database?

Accepted Answer

The defined structure, fields, and relationships within a database

Answer

A data schema defines how data is organized, including tables, fields, data types, and the relationships between them.

Question 5

What is the primary purpose of data deduplication in a CRM system?

Accepted Answer

To remove or merge duplicate customer records

Answer

Data deduplication identifies and eliminates redundant records, ensuring each customer is represented only once for accurate analysis.

(MAC) Marketing Analytics Certification Practice Test