MAC Financial Management & Budgeting 3

Question 1

A SaaS company spends $200,000 on marketing and acquires 400 new customers. What is the cost per acquisition?

Accepted Answer

$500

Answer

CPA = Total Marketing Spend / New Customers = $200,000 / 400 = $500.

Question 2

Which of the following best describes 'marketing payback period'?

Accepted Answer

Months required for cumulative revenue to recover the initial marketing investment

Answer

Marketing payback period measures how long it takes for customer revenue to recoup the cost of acquiring them.

Question 3

A brand allocates budget using competitive parity. The primary risk of this approach is:

Accepted Answer

Ignoring the company's own objectives and efficiency

Answer

Competitive parity mimics competitors' spend levels without accounting for the company's unique goals or ROI potential.

Question 4

In a multi-touch attribution model, budget reallocation decisions should be based on:

Accepted Answer

Each channel's marginal contribution to conversions

Answer

Multi-touch attribution measures each channel's incremental contribution, guiding investment toward highest-impact touchpoints.

Question 5

A marketing analytics manager uses scenario planning in budgeting. What is its primary purpose?

Accepted Answer

To model multiple budget outcomes under different assumptions

Answer

Scenario planning creates best-case, base-case, and worst-case budget models to prepare for uncertainty.

(MAC) Marketing Analytics Certification Practice Test