Practice Test Geeks(MO) Marketing Officer Certification Practice Test
← All MO Flashcard Decks

Performance Measurement & KPIs Flashcards

7 cards from real MO practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Performance Measurement & KPIs flashcards as text

  1. A marketing team's email campaign has a 25% open rate and a 3% click-through rate. What does the click-to-open rate (CTOR) equal?

    Answer: 12%

    CTOR = clicks / opens = 3% / 25% = 12%, measuring engagement among those who actually opened the email.

  2. Which metric best measures how efficiently a marketing campaign converts awareness into actual purchases?

    Answer: Conversion rate

    Conversion rate directly measures the percentage of prospects who complete the desired action (purchase), reflecting campaign efficiency.

  3. A brand's NPS (Net Promoter Score) drops from +45 to +30 after a product recall. What does this indicate?

    Answer: Customer loyalty and advocacy declined

    NPS measures customer loyalty and willingness to recommend; a declining score signals reduced advocacy and satisfaction.

  4. When calculating Customer Lifetime Value (CLV), which formula component accounts for how long a customer stays with the brand?

    Answer: Customer retention rate / churn rate

    Retention rate (or its inverse, churn rate) determines average customer lifespan, a core multiplier in CLV calculations.

  5. A company spends $200,000 on a trade show and acquires 400 leads. What is the cost per lead (CPL)?

    Answer: $500

    CPL = total spend / total leads = $200,000 / 400 = $500 per lead.

  6. Which KPI would a CMO use to evaluate whether marketing is contributing to pipeline growth in a B2B context?

    Answer: Marketing-qualified leads (MQLs)

    MQLs represent leads deemed likely to become customers based on marketing engagement, directly linking marketing to revenue pipeline.

  7. A retailer's cart abandonment rate is 70%. Which marketing KPI directly helps measure recovery efforts for those abandoned carts?

    Answer: Cart recovery rate

    Cart recovery rate measures the percentage of abandoned carts successfully converted via remarketing or follow-up, directly assessing recovery campaign effectiveness.