AMA PCM MARKETING MANAGEMENT
COMPREHENSIVE EXAM QUESTIONS AND
CORRECT ANSWERS STUDY GUIDE
●● Acquisition
Answer: channels that site visits come through to get to your site.
How your visits are acquired
●● Attribution
Answer: assigning values to touch points within a users journey to
conversion
●● Attribution Analysis
Answer: Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later
returns to complete a conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
●● Benchmarking
,Answer: the process of measuring a business's performance against
competitors and industry standards
●● Bounce Rate
Answer: the percentage of visitors to a particular website who navigate
away from the site after viewing only one page.
●● Click Through Rate (CTR)
Answer: # of users who clicked an ad / by # of impressions (times the ad
was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to
arrive at a destination-site.
●● Common Key Performance Indicators (KPI)
Answer: Tie KPI's to marketing objectives, align them to business goals,
make them measurable and easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to
returning visitors
, -Landing page: create a bounce rate KPI
●● Content Marketing
Answer: a strategic marketing approach that focuses on creating and
distributing content that is valuable, relevant and consistent
●● Conversion Rate Optimization (CRO)
Answer: improving the commercial returns from a transactional site
through increasing conversion to key goals such as sales, quotes,
bookings or leads. Combines customer and competitor research with
evaluation of customer behavior using web analytics and
AB/multivariate testing.
●● Cost per conversion
Answer: Total cost / Total conversions
How much it costs to acquire each converting customer
●● Email marketing
Answer: sending highly targeted, highly personalized, relationship-
building marketing messages via email
●● Engagement Rate
Answer: Percentage of people who see a brand post and then interact
with it on social media
COMPREHENSIVE EXAM QUESTIONS AND
CORRECT ANSWERS STUDY GUIDE
●● Acquisition
Answer: channels that site visits come through to get to your site.
How your visits are acquired
●● Attribution
Answer: assigning values to touch points within a users journey to
conversion
●● Attribution Analysis
Answer: Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later
returns to complete a conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
●● Benchmarking
,Answer: the process of measuring a business's performance against
competitors and industry standards
●● Bounce Rate
Answer: the percentage of visitors to a particular website who navigate
away from the site after viewing only one page.
●● Click Through Rate (CTR)
Answer: # of users who clicked an ad / by # of impressions (times the ad
was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to
arrive at a destination-site.
●● Common Key Performance Indicators (KPI)
Answer: Tie KPI's to marketing objectives, align them to business goals,
make them measurable and easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to
returning visitors
, -Landing page: create a bounce rate KPI
●● Content Marketing
Answer: a strategic marketing approach that focuses on creating and
distributing content that is valuable, relevant and consistent
●● Conversion Rate Optimization (CRO)
Answer: improving the commercial returns from a transactional site
through increasing conversion to key goals such as sales, quotes,
bookings or leads. Combines customer and competitor research with
evaluation of customer behavior using web analytics and
AB/multivariate testing.
●● Cost per conversion
Answer: Total cost / Total conversions
How much it costs to acquire each converting customer
●● Email marketing
Answer: sending highly targeted, highly personalized, relationship-
building marketing messages via email
●● Engagement Rate
Answer: Percentage of people who see a brand post and then interact
with it on social media
