CDMRE MCQ flashcards
CDMRE MCQ · Build recall with a focused review session.
34 cards. Read the term and the definition here. The deck at the top of this page is optional.
- SMART objectives
- A goal-setting framework requiring objectives to be Specific, Measurable, Achievable, Relevant, and Time-bound so progress can be tracked against a defined KPI.
- Customer lifetime value
- The total net profit attributed to a customer over the entire relationship, often estimated as average purchase value times purchase frequency times customer lifespan.
- CLV to CAC ratio
- Customer lifetime value divided by customer acquisition cost. A ratio of about 3:1 is a common benchmark; below 1:1 means acquisition spend exceeds customer value.
- PESTLE analysis
- A macro-environment scan covering Political, Economic, Social, Technological, Legal, and Environmental factors that may affect a marketing plan.
- Stratified sampling
- A probability method that divides the population into homogeneous subgroups (strata) and samples randomly within each, improving precision and ensuring subgroup representation.
- Margin of error
- The half-width of a confidence interval for a survey estimate, approximately z times the square root of p(1−p) divided by sample size n.
- Likert scale
- An ordinal rating scale measuring agreement or attitude, typically from strongly disagree to strongly agree; medians or modes are appropriate summaries.
- Non-response bias
- Error introduced when people who do not respond differ systematically from respondents, making the sample unrepresentative of the target population.
- Cognitive dissonance
- Post-purchase psychological discomfort from doubt about a choice; marketers reduce it with reassurance, warranties, and follow-up content.
- Loss aversion
- The tendency for losses to feel more psychologically powerful than equivalent gains, so framing offers as avoided losses can increase uptake.
- Reference group
- A social group whose norms, values, or behaviors an individual uses as a comparison point, influencing attitudes and purchase decisions.
- Buyer persona
- A fictional archetype representing a key audience segment, built from research data on demographics, behaviors, and motivations rather than assumptions.
- Search intent
- The underlying goal behind a query, classified as informational, navigational, commercial investigation, or transactional; content format should match the intent.
- Canonical tag
- An HTML link element that tells search engines which URL is the preferred version of a page, helping consolidate ranking signals and prevent duplicate-content issues.
- Quality score
- A search advertising metric based on expected click-through rate, ad relevance, and landing page experience; higher scores can lower cost per click.
- Negative keyword
- A search term excluded from ad matching so ads do not appear on irrelevant queries, reducing wasted spend and improving click-through relevance.
- Engagement rate
- Interactions such as likes, comments, and shares divided by reach or impressions; the denominator must be stated because definitions vary across platforms.
- Reach vs impressions
- Reach counts unique users who saw content, while impressions count total displays; frequency equals impressions divided by reach.
- User-generated content
- Content created and shared by consumers, such as reviews or social posts, which can increase trust but requires disclosure of paid partnerships under FTC rules.
- Evergreen content
- Content designed to remain relevant and retain search value over time, unlike time-sensitive news content that decays quickly.
- ROAS
- Return on ad spend, calculated as revenue divided by ad spend; a ROAS of 4 means four dollars of revenue per dollar spent.
- Real-time bidding
- Programmatic auction process where ad impressions are bought and sold in milliseconds; demand-side platforms bid, supply-side platforms sell inventory.
- Frequency capping
- A limit on how many times a user sees an ad within a period, reducing ad fatigue and wasted impressions.
- Viewable impression
- An impression meeting MRC/IAB standards: at least 50% of display pixels in view for one second, or 50% of video for two seconds.
- Bounce rate
- The share of sessions that end on the entry page without any interaction hit, calculated as single-page sessions divided by all sessions.
- UTM parameters
- Tags appended to URLs (source, medium, campaign, term, content) that let analytics tools attribute traffic and campaign performance.
- Statistical power
- The probability of detecting a true effect when one exists; a power of 0.80 means an 80% chance of finding a real difference of the specified size.
- Cohort analysis
- Grouping users by a shared starting event, such as acquisition month, and comparing their behavior or retention over time.
- Simpson's paradox
- A phenomenon where an aggregate trend reverses when data is segmented by a confounding variable, so segment-level analysis is essential.
- Confidence interval
- A range around an estimate, such as estimate plus or minus the critical value times standard error, that likely contains the true population value.
- Correlation vs causation
- Correlation means two variables move together; causation means one produces change in the other, which requires experiments or strong quasi-experimental evidence.
- GDPR consent
- Under GDPR, consent must be freely given, specific, informed, and unambiguous; pre-ticked boxes or silence do not constitute valid consent.
- CAN-SPAM Act
- U.S. law requiring commercial email to use accurate headers and subject lines, include a physical address, and provide a working opt-out mechanism.
- Dark patterns
- Deceptive interface designs such as confirmshaming, hidden costs, or difficult cancellation flows that manipulate users and may violate consumer protection law.