Final assessment: Customer and Marketing Analytics
Pass with 70% or more to unlock your certificate. You can retake it as often as you like; your best score counts.
This assessment covers all nine lessons, from customer metrics to causal impact.
Optional capstone project
Export three columns (customer ID, order date, order value) from a shop, a CRM or a public e-commerce dataset. Run RFM, cohort retention and CLV analyses, choose one segment for a campaign, plan an A/B test to evaluate it with the sample size calculator, and write a one-page recommendation that starts with the decision and quantifies the expected impact.
Assessment questions
Choose one answer per question, then submit. Your answers are graded on our server; the explanations appear after you submit.
Q1Which metric ratio is a core health check for customer acquisition?
Q2A customer bought often and spent a lot but not for 14 months. Which RFM segment fits?
Q3In a cohort table, what does a column show?
Q4In the BG/NBD model, what does P(active) estimate?
Q5A rule has confidence 70% and lift 0.9. What does it mean?
Q6You need 39,475 visitors per variant and get 3,000 test visitors a day. How long should the test run?
Q7An A/B test shows p = .03, but the traffic split is 52/48 instead of 50/50 with p < .001 for the split. What do you do?
Q8Demand has a price elasticity of −0.5. What happens to revenue after a price increase?
Q9Which forecasting model should you choose?
Q10In an MMM, TV has average ROI 2.28 and marginal ROI 1.56. What does the gap show?
Q11Why does last-touch attribution undervalue display and social?
Q12One region ran a campaign and 15 did not. Which method builds a weighted counterfactual from the untreated regions?