MAC Risk Assessment & Mitigation 2

Question 1

A marketing team discovers that 30% of its conversion tracking pixels fire duplicate events. What is the PRIMARY risk this poses to analytics-based decisions?

Accepted Answer

Inflated conversion counts leading to over-investment in well-performing channels

Answer

Duplicate pixel fires inflate conversion counts, making channels appear more effective than they are and causing misallocation of budget.

Question 2

Which statistical technique is most appropriate for identifying outliers that could distort marketing attribution models?

Accepted Answer

Interquartile range (IQR) method

Answer

The IQR method flags values beyond 1.5×IQR from quartiles, making it a robust standard technique for outlier detection in attribution datasets.

Question 3

A company's email click-through rate drops 40% after an ISP updates its spam filters. This scenario best illustrates which type of marketing analytics risk?

Accepted Answer

External environment risk

Answer

Changes by third parties such as ISPs are external environment risks that alter channel performance independently of internal marketing decisions.

Question 4

When building a customer lifetime value (CLV) model, which mitigation strategy best addresses the risk of training on a non-representative historical cohort?

Accepted Answer

Stratified sampling across acquisition years and channels

Answer

Stratified sampling ensures each historical cohort is proportionally represented, preventing the model from over-fitting to one acquisition period or channel.

Question 5

A marketing analyst notices that A/B test results consistently favor Variant B on weekdays but Variant A on weekends. What risk does this reveal?

Accepted Answer

Temporal confounding

Answer

Day-of-week differences in user behavior create temporal confounding, making the test period itself a variable that distorts true treatment effects.

(MAC) Marketing Analytics Certification Practice Test

(MAC) Marketing Analytics Certification Practice Test

MAC Risk Assessment & Mitigation 2