Alooba Assessment + Answer Key

Senior Manager, Performance Marketing @ Agoda

Welcome to Your Mock Assessment

This interactive assessment replicates the exact Alooba structure for Agoda's Senior Manager, Performance Marketing role.

📋 Assessment Structure

Part 1: Concepts & Knowledge — 16 multiple-choice questions (25 minutes)

Part 2: SQL Query — 2 SQL questions (15 minutes)

Part 3: Video Response — 1 free-response question (5 minutes)

🎯 Study Tips:

  • First, read through the Answer Key mode to learn the concepts
  • Then use the Cheat Sheet to memorize formulas and patterns
  • Finally, take this mock assessment timed (45 minutes)
  • Aim for 14-16/16 MCQs correct (90%+)

⚡ Memorize This — Do Not Re-Derive Under Pressure

🎯 High-Probability Traps

Trap 1: CTR Rise ≠ Success
CTR can rise while booking conversion falls. Always check guardrails (CVR, booking quality, cancellation).
Trap 2: High ROAS ≠ Scalable
Average ROAS hides diminishing returns. Use marginal ROAS for budget allocation decisions.
Trap 3: Last-Click Attribution Overstates Impact
Attributed ROAS can be 8x while incremental is 1.4x. Always test incrementality via holdout.
Trap 4: Simpson's Paradox in Mix Shifts
Blended CVR can fall even if all segments improve—check segment weights.
Trap 5: Early Peeking Inflates False Positives
Unplanned peeking before target sample size increases Type I error. Follow the design.
Trap 6: Correlation ≠ Causation
Spend and revenue are correlated, but seasonality, pricing, and brand effects drive both.

💻 SQL Patterns to Memorize

Date Range Filter date >= '2026-01-01' AND date < '2026-02-01'
Distinct Count COUNT(DISTINCT user_id)
Conditional Metric SUM(CASE WHEN condition THEN 1 ELSE 0 END)
Top N Overall ORDER BY metric DESC LIMIT N
Top N Per Group DENSE_RANK() OVER (PARTITION BY group ORDER BY metric DESC)
Month-over-Month LAG(metric) OVER (ORDER BY month)
Null-Safe Division numerator * 1.0 / NULLIF(denominator, 0)
LEFT JOIN for Zero Activity LEFT JOIN to preserve campaigns with no bookings

🗣️ Senior Phrases to Use

"I would prioritize incremental, economically meaningful outcomes rather than platform-reported metrics in isolation."
"Let me validate the measurement and funnel integrity before making scaling decisions."
"We should test at the margin to understand how diminishing returns affect scaling potential."
"I'd segment by market/device/channel/intent to identify where the bottleneck actually is."
"Let me separate volume, quality, and measurement to diagnose this correctly."