This quiz explores non‑media factors—seasonality, price, distribution—that form the baseline in marketing‑mix models.
Baseline sales drivers include factors not directly controlled by marketing, such as ______.
cookie sync
CTR
banner colour
seasonality
Seasonal demand shifts explain background sales variability; modelling them prevents media over‑credit.
Distribution expansion affects baseline because more outlets increase ______ sales.
invalid
promo
organic
affiliate
Shelf availability boosts sales even without incremental media spend, raising the baseline.
Price elasticity means a 1 % price drop can raise units, shifting the ______ line upward.
search volume
cookie rate
media lift
baseline
Price cuts influence demand absent incremental marketing, so MMM includes price as a control variable.
Economic indicators like consumer confidence are lagged controls because they impact baseline with ______.
immediate
delay
reverse
random
Macro factors propagate into sales after a time; lags align their effect with retail timing.
Baselines are frequently decomposed into trend, season, and ______ components.
pixel
noise
adstock
creative
The noise term captures random fluctuation not explained by systematic variables.
Unmodelled baseline shifts can falsely inflate media ROI by attributing ______ growth to ads.
static
negative
zero
organic
If baseline rises for unrelated reasons, models that ignore it credit the increase to media spend.
Regression with holiday dummies controls for spikes like Black Friday that are ______ each year.
server
predictable
random
creative-led
Holiday fixed‑effects isolate repeatable peaks, refining media contribution estimates.
Stock‑outs create negative baseline shocks and should be coded as ______ variables.
binary or percentage
creative
cookie
geocode
Out‑of‑stock periods depress sales independent of marketing, requiring specific controls.
Route‑to‑market changes like D2C launch cause a level shift; MMM handles this with a ______ dummy.
structural break
adstock
spline
interaction
Level‑shift dummies capture one‑time jumps that re‑baseline the series.
Including leading indicators like 'add‑to‑cart' in baseline controls helps extend MMM to ______ forecasting.
decade long
creative
cookie
in‑flight short‑term
Early funnel KPIs predict near‑term sales, making baseline projections responsive to real‑time signals.
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
