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.
Preparing for MMM KPI Alignment Interview Questions means making sure your measurement metrics match your business goals perfectly. Start by exploring these Attribution & Marketing-Mix Modelling interview questions to see how key performance indicators tie into mix models. Then test your understanding with the incrementality versus ROI practice MCQs and dive into timing effects through the adstock lag functions interview guide. Wrap up your prep by tackling the saturation curves interview resources to learn how to model diminishing returns.
