MCA Analytics and Reporting 2 — Questions and Answers
Question 1: In Marketo's Revenue Cycle Analytics, what does the 'Velocity' metric measure?
- The number of leads generated per month
- The average time a record spends in a specific stage (Correct answer)
- The total revenue attributed to a program
- The conversion rate between funnel stages
Correct answer: The average time a record spends in a specific stage
Velocity measures the average time leads spend in a particular revenue cycle stage before moving forward.
Question 2: Which Marketo report type would you use to analyze how many leads were acquired by each program over a date range?
- Email Performance Report
- Program Membership Analysis (Correct answer)
- Lead Performance Report
- Landing Page Performance Report
Correct answer: Program Membership Analysis
Program Membership Analysis lets you see acquisition counts and membership trends across programs over time.
Question 3: What does the 'Membership' column represent in a Marketo Program Performance Report?
- The number of leads who opened emails in the program
- The total number of leads ever added to the program (Correct answer)
- The number of currently active members
- The number of leads who reached success
Correct answer: The total number of leads ever added to the program
Membership counts all leads ever added to the program, including both active and historical members.
Question 4: A marketer wants to compare open rates across multiple email campaigns in a single report. Which Marketo report should they use?
- Campaign Activity Report
- Email Link Performance Report
- Email Performance Report (Correct answer)
- Program Email Analysis
Correct answer: Email Performance Report
The Email Performance Report aggregates delivery, open, click, and unsubscribe metrics across selected emails.
Question 5: In Marketo Analytics, what is the purpose of setting a 'Report Date Range'?
- To filter which leads are included based on their creation date only
- To limit report data to activity or attributes within a specified time window (Correct answer)
- To set the expiration date for the saved report
- To schedule when the report will be automatically emailed
Correct answer: To limit report data to activity or attributes within a specified time window
The Report Date Range filters the data so only activities or records that match the time window appear in results.
Question 6: Which metric in the Email Performance Report indicates the percentage of delivered emails that were opened?
- Click-to-Open Rate
- Open Rate (Correct answer)
- Delivered Rate
- Engagement Score
Correct answer: Open Rate
Open Rate is calculated as opens divided by delivered emails, expressed as a percentage.
Question 7: What is 'FT Attribution' (First-Touch) in Marketo's revenue attribution model?
- Credit given to the last program a lead engaged with before closing
- Credit given to the first program that acquired the lead (Correct answer)
- Equal credit split across all programs the lead touched
- Credit based on the highest-cost program interaction
Correct answer: Credit given to the first program that acquired the lead
First-Touch (FT) attribution assigns 100% of the revenue credit to the program that first acquired the lead.
MCA Analytics and Reporting 2
In Marketo's Revenue Cycle Analytics, what does the 'Velocity' metric measure?