This quiz checks how well you understand the link between marketing-mix models and business KPIs. You’ll evaluate concepts like North‑star metrics, guardrails, and causal mapping.
In MMM, the **North‑star KPI** is usually chosen because it links marketing spend directly to ______.
Bounce rate
Vanity metrics
Core business value (e.g., net revenue)
Impressions
Guardrail KPIs are included in MMM diagnostics to______ unexpected negative effects.
ignore
boost
catch and prevent
inflate
A **leading indicator KPI** reacts faster to marketing spend than the primary KPI, providing ______.
historical elasticity
early readouts for pacing
lag variance
creative quality score
Spend inputs should map one‑to‑one with modelling KPIs to avoid ______ bias.
misattribution
Robustness
over‑dispersion
adstock
KPI alignment involves verifying that every channel has a plausible causal path to the ______ metric.
ad viewability
modeled outcome
cookie life
session duration
Including coupon redemptions as a separate KPI helps explain peaks in sales caused by ______.
price promotions
SEO ranking
site latency
organic reach
When a new KPI like 'App Subscriptions' is introduced mid‑year, analysts create ______ variables to maintain continuity.
null
dummy or spline
cookie
pixel
Output KPIs from MMM often include **ROI curves**, which translate model coefficients into ______ recommendations.
geo codes
budget allocation
creative colour
device splits
A mismatch where marketing drives website sessions but the KPI is offline sales can cause the model to ______ channel impact.
undervalue
overvalue
invert
duplicate
Best practice is to review KPI hierarchy with finance quarterly to ensure ______.
consistency with P&L definitions
AdOps tags
CPC targets
cookie consent
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
