WorksheetsBA 11
Total questions: 65
Worksheet time: 33mins
Name
Class
Date
1.
According to the slides, many executives are described as which of the following?
a)
Data poor but insight rich
b)
Data rich but insight poor
c)
Insight rich but action poor
d)
Accurate but visualization poor
e)
Metric rich but context poor
2.
In the data storytelling triangle, what role does the narrative component play?
a)
It provides the lens that makes data accessible
b)
It provides the evidence and accuracy checks
c)
It provides context that makes the data meaningful
d)
It computes KPIs from raw logs
e)
It standardizes metric definitions across tools
3.
In the structure of a data story, which part answers the question "What now?"
a)
Context (the setup)
b)
Conflict (the analysis)
c)
Resolution (the action)
d)
Noise (the decoration)
e)
Extraction (the ingestion)
4.
What does the Data-Ink Ratio principle encourage you to do?
a)
Maximize decorative ink to improve aesthetics
b)
Maximize ink for data and minimize ink for decoration
c)
Use 3D effects to make charts more engaging
d)
Add more gridlines to improve precision
e)
Use multiple color palettes for every chart
5.
Which dashboard type is suggested for managers who need operations and drill-down?
a)
Executive summary dashboard
b)
Operational dashboard
c)
Exploratory report
d)
Investor relations deck
e)
Data warehouse schema diagram
6.
Which analytics level focuses on recommending what action to take?
a)
Descriptive analytics
b)
Diagnostic analytics
c)
Predictive analytics
d)
Prescriptive analytics
e)
Exploratory analytics
7.
Which item is one of the four core frameworks listed in the analyst's toolkit?
a)
Sentiment analysis with transformers
b)
Funnel analysis
c)
Monte Carlo simulation for risk
d)
K-means clustering of customers
e)
Graph neural network embeddings
8.
Which statement best matches the slide's definition of a KPI?
a)
Any number that can be measured in a system
b)
A metric strictly tied to strategic objectives
c)
A visualization technique for dashboards
d)
A data warehouse table used for reporting
e)
A chart annotation used to show context
9.
What is the primary purpose of a KPI driver tree?
a)
To choose a color palette for a dashboard
b)
To perform root cause analysis by deconstructing a goal into components
c)
To convert qualitative feedback into survey scores
d)
To replace the need for KPIs with raw metrics
e)
To compress data for faster BI performance
10.
In the e-commerce driver tree example, what is the top-level metric being decomposed?
a)
Net Promoter Score (NPS)
b)
Gross Merchandise Value (GMV)
c)
Daily Active Users (DAU)
d)
Customer Acquisition Cost (CAC)
e)
Churn rate
11.
Using a driver tree for storytelling mainly helps an analyst do what?
a)
Identify which driver branch is underperforming relative to the goal
b)
Replace all dashboards with a single spreadsheet
c)
Guarantee that conversion rates increase automatically
d)
Eliminate the need for any narrative explanation
e)
Avoid comparing performance across time periods
12.
What is the main goal of funnel analysis according to the slides?
a)
Predict future stock prices
b)
Identify bottlenecks (drop-off points) in a customer journey
c)
Create new KPIs for every department
d)
Measure employee satisfaction over time
e)
Optimize database indexing strategies
13.
In the funnel case study on the slides, which transition is highlighted as the critical issue?
a)
View to Add to Cart
b)
Add to Cart to Checkout
c)
Checkout to Purchase
d)
Awareness to Interest
e)
Retention to Referral
14.
When visualizing funnels, what best practice is recommended?
a)
Show only conversion percentages and hide absolute counts
b)
Show only absolute counts and avoid percentages
c)
Always display both absolute numbers and the conversion percent between steps
d)
Use pie charts to show conversion at each step
e)
Use 3D funnel charts to emphasize depth
15.
What is cohort analysis in the context of these slides?
a)
Analyzing a random sample of users with no shared characteristics
b)
Analyzing a group of users sharing a characteristic over time
c)
Optimizing a funnel by reordering steps
d)
A method to standardize metric definitions across tools
e)
A technique to remove noise from charts
16.
In a cohort heatmap, what do the columns typically represent?
a)
Different acquisition channels
b)
Different product categories
c)
Time elapsed since the cohort started
d)
Individual user IDs
e)
The KPI tree branches
17.
If a newer cohort has much lower Month 1 retention than an older cohort, what question do the slides suggest asking?
a)
Did we change marketing channels or lower user quality?
b)
Did we use too many gridlines in the chart?
c)
Did we define revenue as traffic plus conversion?
d)
Did we use the wrong dashboard layout pattern?
e)
Did we exceed the recommended KPI count by exactly one?
18.
What strategic decision is recommended if LTV (6 months) is lower than CAC?
a)
Increase marketing spend immediately
b)
Stop scaling because you are losing money
c)
Ignore retention and focus on page views
d)
Switch from cohort analysis to funnel analysis
e)
Add more leading indicators to make CAC smaller
19.
Which of the following is an example of a leading indicator mentioned in the slides?
a)
Revenue
b)
Churn
c)
Net Promoter Score (NPS)
d)
Net profit
e)
Gross profit
20.
What is the recommended lagging-to-leading mix for executive dashboards in the slides?
a)
90% lagging / 10% leading
b)
60% lagging / 40% leading
c)
50% lagging / 50% leading
d)
40% lagging / 60% leading
e)
20% lagging / 80% leading
21.
In the class activity example for "Increase Revenue", which metric is used as the lagging metric?
a)
Monthly Recurring Revenue (MRR)
b)
Number of demos
c)
Feature usage percentage
d)
Daily active users
e)
Net Promoter Score (NPS)
22.
According to the framework summary, which framework is used to optimize a process?
a)
KPI trees
b)
Funnels
c)
Cohorts
d)
Leading indicators
e)
Color semantics
23.
Which dashboard type is described as ad-hoc and granular for analysts?
a)
Strategic dashboard
b)
Operational dashboard
c)
Analytical dashboard
d)
Executive summary dashboard
e)
Quarterly investor dashboard
24.
What is the purpose of the 5-second rule in dashboard design?
a)
To ensure charts refresh within 5 seconds
b)
To ensure users can quickly assess performance and locate problems
c)
To ensure every dashboard uses exactly five KPIs
d)
To ensure filters are placed at the top right
e)
To ensure all charts use five colors
25.
In the recommended dashboard layout, where should key KPIs (BANs) be placed?
a)
Top left
b)
Top right
c)
Center
d)
Bottom
e)
Hidden behind filters
26.
What is the recommended use of color in dashboards according to the slides?
a)
Use color heavily for decoration
b)
Use color sparingly to highlight anomalies
c)
Avoid using any neutral colors
d)
Use red to indicate everything important
e)
Use different colors for every data point
27.
Which item is listed as a common dashboard design pitfall?
a)
Using a KPI driver tree
b)
Providing context such as targets or comparisons
c)
Trying to satisfy everyone with one dashboard
d)
Keeping an executive dashboard to one screen
e)
Displaying both N and conversion percent in funnels
28.
What problem does the metric layer primarily address?
a)
Slow network latency between servers
b)
Metric chaos caused by different logic across departments
c)
A lack of charts in BI tools
d)
Too many colors in dashboards
e)
Insufficient data storage in warehouses
29.
What is a key property of a metric layer as described in the slides?
a)
It stores raw event logs for later processing
b)
It is a single source of truth for metric definitions
c)
It replaces the need for any visualization tools
d)
It forces every dashboard to use exactly three KPIs
e)
It is the same thing as a cohort heatmap
30.
Which benefit for leadership is attributed to having a metric layer?
a)
More 3D chart effects
b)
Consistency and trust in numbers
c)
Fewer data sources to ingest
d)
Eliminating the need for any KPIs
e)
Guaranteed revenue growth
31.
In the modern data stack shown in the slides, where is the metric layer placed?
a)
Before extraction
b)
Between storage and extraction
c)
Between transformation and visualization
d)
After visualization
e)
Inside the customer funnel
32.
In the CSO dashboard case study, which set of metrics is highlighted?
a)
Revenue, percent quota, and pipeline
b)
CAC, LTV, and churn
c)
Page views, likes, and followers
d)
Inventory turns, shrinkage, and spoilage
e)
CPU usage, memory, and disk I/O
33.
What does the visual demo emphasize as important for dashboards?
a)
Avoiding context comparisons like last year
b)
Providing context (e.g., vs last year) and actionability via drill-downs
c)
Using pie charts for all categorical breakdowns
d)
Replacing KPIs with raw log tables
e)
Maximizing the number of filters on screen
34.
Which architectural concept is listed as a key takeaway for building trust in numbers?
a)
A metric layer
b)
A funnel chart
c)
A cohort heatmap
d)
A KPI limit of exactly ten
e)
A Z-pattern that replaces analysis
35.
An executive complains that Marketing and Finance report different "revenue" numbers for the same period. Which slide concept most directly resolves this trust issue at the source?
a)
Add more charts to each department's dashboard
b)
Centralize metric definitions in a metric layer
c)
Switch from cohorts to funnels
d)
Increase the number of KPIs to cover all perspectives
e)
Replace dashboards with exploratory reports only
36.
A presentation includes accurate data and a clear narrative, but the audience still struggles to follow the message. In the data storytelling triangle, what is the most likely missing element?
a)
Data
b)
Visuals
c)
Narrative
d)
KPI driver trees
e)
The metric layer
37.
A report explains why a KPI dropped but does not recommend what to do next. In the "Context-Conflict-Resolution" structure, which component is missing?
a)
Context
b)
Conflict
c)
Resolution
d)
Signal
e)
Audience
38.
You add 3D effects and heavy gridlines to a chart to make it look more impressive. Based on the signal vs noise principle, what is the most likely impact?
a)
It increases the signal by making data more accurate
b)
It adds noise and lowers the data-ink ratio
c)
It improves the narrative by adding context
d)
It turns descriptive analysis into prescriptive analysis
e)
It automatically fixes metric chaos across departments
39.
A manager needs a daily view that supports monitoring and drill-down into operational issues. Which dashboard type is the best fit?
a)
Strategic dashboard
b)
Operational dashboard
c)
Analytical dashboard
d)
Executive summary dashboard
e)
Metric layer dashboard
40.
Which statement is a prescriptive insight rather than a descriptive, diagnostic, or predictive one?
a)
Revenue is down 5% this month
b)
The East region underperformed, driving the decline
c)
At the current trend, we will miss the yearly goal
d)
Allocate budget to the West region to improve results
e)
The dashboard contains too many reports
41.
A team tracks "page views" but cannot connect it to a strategic objective. Using the slides' definitions, how should this measure be classified?
a)
A KPI
b)
A metric
c)
A leading indicator by default
d)
A lagging indicator by default
e)
A KPI driver tree branch
42.
A KPI driver tree uses the relationship Revenue = Traffic * Conversion * Price. If revenue fell while conversion and price stayed stable, which driver most likely decreased?
a)
Traffic
b)
Price
c)
Conversion
d)
Data-ink ratio
e)
Narrative context
43.
A GMV driver tree shows Active Users decreasing while Revenue per User increases. What is the main value of the driver tree in this situation?
a)
It guarantees GMV will increase next month
b)
It isolates which branches offset each other so you can focus on the underperforming driver
c)
It replaces the need to define KPIs
d)
It removes the need for funnel analysis entirely
e)
It proves the metric layer is unnecessary
44.
A funnel shows a major drop-off at one step. According to the "leaky bucket" idea, what is the most defensible action before increasing marketing spend?
a)
Increase acquisition to compensate for losses
b)
Fix the bottleneck step so added traffic does not leak out
c)
Replace the funnel with a cohort heatmap
d)
Add more visual decoration to highlight the issue
e)
Switch all KPIs to lagging indicators
45.
Two funnel steps have problems: Step X has a low conversion percent but very small volume, while Step Y has moderate conversion loss but very high volume. Based on the slides' best practice, what must you examine to decide which step is the true bottleneck?
a)
Only the conversion percent
b)
Only the absolute numbers
c)
Both the absolute numbers and conversion percent
d)
Only the color semantics
e)
Only the dashboard layout pattern
46.
Why do the slides say aggregate metrics can hide retention issues?
a)
Because they always contain too much noise
b)
Because they can mask differences between cohorts over time
c)
Because they prevent drill-downs from working
d)
Because they require pie charts with many categories
e)
Because they convert KPIs into metrics
47.
In a cohort heatmap, you want to compare Month 2 retention across different join-month cohorts. Which reading approach does the slide recommend?
a)
Diagonal reading
b)
Vertical reading
c)
Random sampling across cells
d)
Filtering out all cohorts except one
e)
Replacing retention with page views
48.
Your cohort table shows LTV over 6 months of $50 while CAC is $60. What decision is explicitly recommended in the slides?
a)
Scale immediately to reduce CAC
b)
Stop scaling because unit economics are negative
c)
Ignore LTV and focus on traffic growth
d)
Convert the cohort table back to retention only
e)
Increase lagging metrics to 90% of the dashboard
49.
You need a metric that helps predict and influence future revenue rather than merely reporting outcomes. Which choice best matches the slides' concept of a leading indicator?
a)
Revenue
b)
Churn rate
c)
Number of demos booked
d)
Net profit
e)
Gross profit
50.
An executive dashboard contains 90% lagging indicators and almost no leading indicators. Based on the slides, what is the main downside?
a)
It will reduce the number of reports available
b)
It will be less actionable for improving future performance
c)
It will make the dashboard easier to scan in 5 seconds
d)
It will eliminate metric chaos automatically
e)
It will increase the data-ink ratio by default
51.
A dashboard requires users to read dense paragraphs to understand if the business is doing well. Which design principle is being violated most directly?
a)
KPI limit rule
b)
5-second rule (scannability)
c)
Leaky bucket theory
d)
Cohort diagonal reading
e)
Extraction-to-storage principle
52.
A team proposes using a pie chart to show 12 product categories. Which slide guidance applies?
a)
Pie charts are recommended for more than five categories
b)
Pie charts are a wrong choice when categories exceed about five
c)
Pie charts should replace all bar charts in funnels
d)
Pie charts improve the data-ink ratio by adding decoration
e)
Pie charts are required for executive summaries
53.
Defining "Gross Profit" once and having it update consistently across PowerBI, Tableau, and Excel is used in the slides to illustrate what concept?
a)
Exploratory reporting
b)
A metric layer as a single source of truth
c)
An operational dashboard with drill-down
d)
A cohort analysis for LTV
e)
A funnel bottleneck measurement
54.
A stakeholder asks for a "story" but your deck contains only accurate charts and numbers with no explanation of what they mean or why they matter. Using the storytelling triangle intersections, what outcome are you most likely achieving?
a)
Explain (Data + Narrative)
b)
Engage (Visuals + Narrative)
c)
Enlighten (Data + Visuals)
d)
Change (Data + Visuals + Narrative)
e)
Govern (Metric layer + BI tools)
55.
A dashboard shows "Revenue down 5%" but provides no target, baseline, or comparison period. Which named design failure in the slides best describes why executives may still be unable to act?
a)
One-size-fits-all
b)
Lack of context
c)
Wrong charts: pie charts for >5 categories
d)
Scroll fatigue
e)
Self-service governance
56.
You want to build a KPI driver tree for revenue and choose the correct mathematical logic. Which decomposition best matches the slide's guidance on multiplicative driver trees?
a)
Revenue = Traffic * Conversion * Price
b)
Revenue = Fixed Cost + Variable Cost
c)
Revenue = Brand Awareness + Engagement
d)
Revenue = Narrative + Visuals
e)
Revenue = Lagging Indicators / Leading Indicators
57.
Two teams build driver trees, but they disagree on how to compute "conversion" and "active user" counts. What is the most likely failure mode if this continues without a metric layer?
a)
Driver trees will automatically reconcile differences by averaging
b)
Root cause narratives will conflict, reinforcing trust issues across departments
c)
Dashboards will become more scannable under the 5-second rule
d)
Cohort analysis will no longer be needed for retention
e)
Funnels will always identify the correct bottleneck regardless of definitions
58.
A funnel has two candidate bottlenecks. Step A has 1,000 users and 90% conversion, Step B has 10,000 users and 20% conversion. If you can improve only one step by +10 percentage points, which change yields more additional downstream users, assuming later steps stay the same?
a)
Improve Step A from 90% to 100%
b)
Improve Step B from 20% to 30%
c)
Either improvement yields the same gain
d)
Neither improvement matters unless you add more traffic
e)
You cannot compare without a cohort heatmap
59.
Overall monthly active users look stable, but a recent join-month cohort has Month 1 retention that is half of the prior cohort. Which interpretation best aligns with the slides' warning about aggregate metrics?
a)
Stability proves retention is healthy across all cohorts
b)
Older cohorts can mask poor retention in newer cohorts, hiding churn risk
c)
Cohort analysis is only useful for funnels, not retention
d)
The metric layer will automatically increase retention
e)
The dashboard layout pattern is the root cause of churn
60.
Your cohort-based LTV over 6 months is below CAC, but leading indicators like feature usage percentage are improving. Based on slide guidance, what is the most defensible decision posture?
a)
Scale aggressively because leading indicators guarantee future LTV
b)
Pause scaling and focus on actions that improve unit economics, monitoring leading indicators for recovery
c)
Ignore CAC because it is a lagging metric
d)
Replace cohort analysis with only descriptive reporting
e)
Increase the KPI count so the problem becomes clearer
61.
You must design an executive dashboard with 5 KPIs total while respecting the recommended 60% lagging / 40% leading mix. Which set matches the recommendation most closely?
a)
Lagging: Revenue, Churn, Net Profit; Leading: NPS, Demo Bookings
b)
Lagging: Revenue, Churn; Leading: NPS, Demo Bookings, Feature Usage
c)
Lagging: Revenue, Churn, Net Profit, Gross Profit; Leading: NPS
d)
Lagging: Revenue; Leading: NPS, Demo Bookings, Feature Usage, DAU
e)
Lagging: Revenue, Churn, Net Profit, Gross Profit, CAC; Leading: none
62.
A team places filters and context controls in the top-left corner and moves key KPIs (BANs) elsewhere. Under the slides' layout guidance, what is the most likely consequence?
a)
Users will identify business health faster because filters come first
b)
The most valuable space is wasted, reducing scannability and violating the 5-second intent
c)
It improves governance because context controls enforce ownership
d)
It increases the data-ink ratio by removing KPIs
e)
It prevents metric chaos by standardizing filters
63.
A company wants executives to build their own reports safely, but also wants consistent numbers across tools. Which combination of benefits from the metric layer best supports this goal?
a)
More decoration and more gridlines
b)
Consistency and self-service supported by governance
c)
Higher funnel conversion and higher retention by default
d)
More KPIs and more dashboards for every audience
e)
Faster extraction and larger storage capacity
64.
In a cohort heatmap, you want to assess the most recent performance of each cohort at its current age (for example, each cohort's latest available month). Which reading method described on the slide fits this goal?
a)
Diagonal reading
b)
Vertical reading
c)
Filtering to a single cohort
d)
Replacing retention with absolute user counts only
e)
Switching to a KPI driver tree instead
65.
A product team claims "the funnel looks fine" because early-step conversion improved, but Finance reports worsening unit economics and declining retention quality in newer users. Which combination of frameworks from the slides best diagnoses this end-to-end conflict?
a)
Only funnel analysis, because it covers the entire customer lifecycle
b)
Only KPI vs metric classification, because it limits KPI count
c)
Funnel analysis to locate process bottlenecks plus cohort analysis to evaluate retention and LTV by join group
d)
Only dashboard layout and color semantics, because presentation drives outcomes
e)
Only the metric layer, because it replaces analytical frameworks
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