Understanding the Breakeven point in marketing analytics is important because:

• A.It quantitatively relates Profit, Costs, Response Rates
• B.It can help manage a business' response to any changes in Costs, Profits or Response Rates
• C.It represents the point that a business needs to exceed to be successful
• D.All of the above
• E.None of the above

2.

Which of the following are the reasons why an NPV analyses is important?

• A.If provides a historical look at past performance of the business
• B.It provides insights to current reasons for customer satisfaction
• C.It provides a way to assess future "what-if" effects under various business operating conditions
• D.All of the above

3.

You have calculated LTV values for customers over a period of 3 years, including NPV adjustments for each year.To calculate the average LTV of a customer for Year 3, which of the following apply?

• A.Retention rate is usually assumed to be a fixed value of 15%
• B.The exponent in the NPV calculation is = 3
• C.The denominator of the average LTV calculation is the number of customers that you started with
• D.All of the above
• E.None of the above

4.In digital marketing, many marketing touch points may be presented to a consumer (personalized email, targeted banner ads, etc.), and the consumer may decide to make a purchase (even offline) sometime later. The ability to measure, and credit, the fractional effect of each marketing touchpoint to the purchase behavior is referred to by which of the following terms?

• A.Attrition measurement
• B.Audience Delivery
• C.Attribution measurement
• D.All of the above
• E.None of the above

5.

In the context of digital marketing analytics, which of the following are used to track and/or identify a consumer's online behavior.

• A.Cookies,
• B.IP Address
• C.Device identifier
• D.All of the above
• E.None of the above

6.

Imagine that you run a Marketing Analytics team. Your team has run a Segmentation Analysis and all 10,000 customers in the company database have been assigned to one of three segments. Your Chief Marketing Officer and Chief Financial Officer have asked how much revenue might be expected if the company presented an offer only to the segment of Best customers, and each customer can order one product and each product brings in $5. Your analyst has calculated an expected revenue amount of $50,000. What might you conclude?

• A.Your analyst has made a critical calculation error.
• B.$50,000 would require a response rate that would not be possible given the CMO's marketing plans
• C.$50,000 would mean that the company would have to include customers that are not in the Best segment
• D.All of the above - so have the analyst resubmit the analysis
• E.None of the above - your analyst could be right, so present the $50,000 answer