MAC Data Collection & Management 3 — Questions and Answers
Question 1: Which SQL clause is used to filter aggregated results in a marketing data query?
- WHERE
- GROUP BY
- HAVING (Correct answer)
- ORDER BY
Correct answer: HAVING
The HAVING clause filters the results of aggregate functions (like SUM or COUNT), whereas WHERE filters individual rows before aggregation.
Question 2: What is 'clickstream data' most commonly used to analyze?
- Email open rates by segment
- The sequence of pages and actions a user takes on a website (Correct answer)
- Social media follower growth
- Offline purchase history
Correct answer: The sequence of pages and actions a user takes on a website
Clickstream data records every page visit, click, and interaction a user makes, revealing navigation paths and behavior patterns.
Question 3: A marketing team wants to understand the incremental impact of paid search ads. Which method is most appropriate?
- Cohort analysis
- Holdout testing (geo or user-based experiments) (Correct answer)
- Last-click attribution
- Funnel visualization
Correct answer: Holdout testing (geo or user-based experiments)
Holdout tests withhold ads from a control group to measure the true incremental lift driven by paid search versus organic behavior.
Question 4: Which of the following is a key challenge when integrating data from multiple ad platforms into a single analytics warehouse?
- Excessive data compression
- Inconsistent naming conventions and metric definitions across platforms (Correct answer)
- Over-abundance of real-time data
- Automatic deduplication of records
Correct answer: Inconsistent naming conventions and metric definitions across platforms
Different platforms define metrics like 'impressions' or 'conversions' differently, requiring normalization before cross-platform analysis.
Question 5: What is a 'lookup table' used for in marketing data pipelines?
- Storing raw clickstream event logs
- Mapping coded values (like campaign IDs) to human-readable labels (Correct answer)
- Running machine learning models
- Scheduling automated report delivery
Correct answer: Mapping coded values (like campaign IDs) to human-readable labels
Lookup tables translate coded or abbreviated identifiers into descriptive labels, making data more interpretable across reporting tools.
Question 6: In the context of marketing data governance, what is 'data stewardship'?
- Automatically archiving data older than 90 days
- Assigning ownership and accountability for data quality and compliance to specific individuals (Correct answer)
- Using AI to predict customer churn
- Encrypting all outbound marketing emails
Correct answer: Assigning ownership and accountability for data quality and compliance to specific individuals
Data stewardship involves designating responsible parties who manage data quality, usage policies, and compliance within an organization.
Question 7: Which of the following best describes 'event-based tracking' in digital analytics?
- Recording only page views when users land on a site
- Capturing specific user interactions such as button clicks, video plays, or form submissions (Correct answer)
- Tracking seasonal campaign performance over time
- Monitoring server uptime and load times
Correct answer: Capturing specific user interactions such as button clicks, video plays, or form submissions
Event-based tracking fires a data capture call whenever a defined user action occurs, enabling granular behavioral analysis beyond simple page views.
MAC Data Collection & Management 3
Which SQL clause is used to filter aggregated results in a marketing data query?