CMC Marketing Analytics & Data-Driven Decision Making 3

Question 1

Which analytics concept refers to the last channel a customer interacted with before converting receiving 100% of the conversion credit?

Accepted Answer

Last-touch attribution

Answer

First-touch attribution

Answer

Linear attribution

Answer

Time-decay attribution

Question 2

A consultant is analyzing the relationship between advertising spend (X) and revenue (Y). The R² value is 0.82. What does this mean?

Accepted Answer

82% of the variation in revenue is explained by advertising spend

Answer

82% of the variation in advertising spend is explained by revenue

Answer

There is an 82% probability the relationship is causal

Answer

The correlation coefficient between X and Y is 0.82

Question 3

A marketing consultant wants to identify the optimal price point that maximizes revenue using historical transaction data. Which analytical approach is most suitable?

Accepted Answer

Price elasticity modeling

Answer

Sentiment analysis

Answer

Social listening

Answer

Cohort analysis

Question 4

Which of the following represents a 'vanity metric' that looks impressive but provides little actionable insight for marketing decisions?

Accepted Answer

Total social media followers

Answer

Revenue per customer segment

Answer

Customer acquisition cost by channel

Answer

Conversion rate by traffic source

Question 5

In customer segmentation, which method groups customers by grouping them based on similarities in behavior or characteristics without predefined categories?

Accepted Answer

Unsupervised clustering (e.g., k-means)

Answer

Supervised classification

Answer

Rule-based segmentation

Answer

Regression analysis

Question 6

A consultant recommends measuring 'share of search' as a brand health proxy. What does share of search represent?

Accepted Answer

A brand's proportion of total category-related search volume on search engines

Answer

The percentage of paid search budget allocated to brand keywords

Answer

The ratio of branded to non-branded organic traffic

Answer

The number of branded keyword rankings on page one

Question 7

Which approach involves continuously tracking a specific cohort of customers from their acquisition date to measure behavior changes over time?

Accepted Answer

Cohort analysis

Answer

Cross-sectional analysis

Answer

Funnel analysis

Answer

Trend analysis