Practice - Chapter Summary
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Practice Questions
Test your understanding with targeted questions
What does CAC stand for?
💡 Hint: Think about the cost of gaining a new customer.
How is Customer Lifetime Value calculated?
💡 Hint: Consider what influences the total revenue from a customer.
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Interactive Quizzes
Quick quizzes to reinforce your learning
What is Customer Acquisition Cost (CAC)?
💡 Hint: Focus on the expenditure related to customer acquisition.
True or False: The Last-Click Attribution model credits the first interaction with a brand.
💡 Hint: Think about how attribution models work.
1 more question available
Challenge Problems
Push your limits with advanced challenges
A digital marketing campaign spends $5000 on advertising and acquires 200 new customers. Calculate the CAC. Then, with an average purchase frequency of 4, an average order value of $50, and a lifespan of 3 years, find the CLV.
💡 Hint: Use the respective formulas for CAC and CLV.
If a company uses a time decay attribution model for a campaign that spans 30 days with interactions on day 0, day 10, and day 25, how would each touchpoint be weighted, assuming you give a 50% weight to the last interaction?
💡 Hint: Think about how to proportion credit based on interaction times.
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Reference links
Supplementary resources to enhance your learning experience.
- Introduction to Google Analytics 4
- Understanding Customer Lifetime Value
- Return on Ad Spend (ROAS): What It Is and How to Calculate
- Attribution Models in Marketing
- Data-driven Decision Making
- Cohort Analysis Explained
- Creating Dashboards in Looker Studio
- Understanding Marketing Metrics: CAC, CLV, and ROAS