DMI CDMP cheat sheet

SMART objectives require Specific, Measurable, Achievable, Relevant, Time-bound wording; an objective lacking any one element is not testable.

SWOT separates internal factors (Strengths, Weaknesses) from external factors (Opportunities, Threats); PESTLE covers Political, Economic, Social, Technological, Legal, Environmental macro forces.

Porter's Five Forces: rivalry, supplier power, buyer power, threat of new entrants, threat of substitutes; each force raises or lowers industry profitability.

A KPI is a metric tied to a strategic objective; a metric without a target and owner is diagnostic, not a KPI.

Customer lifetime value (CLV) = average order value x purchase frequency x retention lifespan; compare CLV to customer acquisition cost, and act when CLV:CAC falls below roughly 3:1.

Ansoff matrix: market penetration (existing product/market), product development (new product, existing market), market development (existing product, new market), diversification (both new).

The digital maturity model moves from ad-hoc to repeatable to optimized to transformative; each stage adds governance, measurement, and automation.

Roadmap sequencing rule: prioritize initiatives by (impact x confidence) / effort, and gate each phase on a defined success metric before scaling.

A page targets one primary keyword in the title, H1, URL, and first paragraph; secondary variants appear naturally in H2s and body copy.

Title tags: roughly 50-60 characters before truncation; meta descriptions roughly 150-160 characters; neither is a direct ranking factor, but both affect click-through rate.

Crawlability vs indexability: robots.txt blocks crawling, a noindex meta tag blocks indexing; blocking crawl of a page prevents search engines from seeing its noindex tag.

Canonical tags consolidate duplicate URLs to one preferred version; they are hints, not directives, and conflicting signals (canonical plus noindex) cause unpredictable handling.

Redirect rule: 301 for permanent moves (passes most link equity), 302 for temporary; avoid redirect chains because each hop dilutes and slows discovery.

Page experience signals include Core Web Vitals: LCP (loading, good <= 2.5s), INP (interactivity, good <= 200ms), CLS (visual stability, good <= 0.1).

Internal linking distributes authority and shortens click depth; aim for every important page within three clicks of the homepage.

Structured data in JSON-LD (schema.org types such as Article, Product, FAQPage) enables rich results; markup must match visible page content.

Keyword difficulty rises with the authority of ranking pages; long-tail queries with lower volume typically convert at higher rates than head terms.

Quality Score (1-10) is built from expected click-through rate, ad relevance, and landing page experience; higher scores lower cost per click.

Ad Rank = bid x Quality Score plus ad extensions/formats; the second-place Ad Rank divided by your Quality Score plus a small increment sets your actual CPC.

Match types: exact [keyword], phrase "keyword", broad keyword; close variants are matched automatically, so negative keywords control wasted spend.

Negative keywords block matching; a negative phrase or negative exact prevents the term from triggering the ad, and shared negative lists apply across campaigns.

CTR = clicks / impressions; CPC = cost / clicks; CVR = conversions / clicks; CPA = cost / conversions; ROAS = revenue / cost.

ROAS target = 1 / profit margin when optimizing to break even on ad spend; a 25% margin implies a break-even ROAS of 4.0.

Conversion tracking must count a defined action (form submit, purchase) with an attribution model; last-click credits the final interaction, data-driven models distribute credit across touchpoints.

Budget rules: limited-by-budget status means lost impression share; raising bids on high-ROAS terms before widening budget preserves efficiency.

Search terms report reveals actual queries; add converting queries as exact-match keywords and non-converting queries as negatives.

Organic reach is the unpaid audience a post reaches; paid reach is purchased; engagement rate = (likes + comments + shares + saves) / reach or / impressions, so state the denominator.

Frequency and reach are distinct: frequency = impressions / reach; high frequency with flat reach signals creative fatigue.

Platform formats differ: short-form video favors hook retention in the first seconds, while carousels favor swipe-through depth and saves.

Community management response time is a service metric; define a first-response SLA and route negative sentiment to a documented escalation path.

Influencer tiers: nano (1K-10K), micro (10K-100K), macro (100K-1M), mega (1M+); engagement rate generally falls as follower count rises.

Social listening classifies mentions as positive, neutral, or negative and tracks share of voice against named competitors.

A/B testing on social requires one variable per test (creative, copy, or audience) and enough volume for the result to be meaningful.

Paid social targeting options include interest, lookalike/actalike, retargeting, and custom audiences from customer lists; each has different consent requirements.

Content funnel mapping: awareness content answers broad questions, consideration content compares options, decision content removes purchase risk (pricing, demos, case studies).

Content audit classifications: keep, update, consolidate, redirect, or delete; pages with impressions but poor clicks are update candidates.

Editorial calendar fields: topic, target keyword, persona, format, owner, publish date, and distribution channel.

Content repurposing: one long-form asset can yield social posts, email snippets, video scripts, and infographics; each version needs channel-specific framing.

Headline formulas that test well include how-to, listicle, question, and data-led claims; specificity (numbers, timeframes) raises click-through.

Evergreen content retains traffic over time; newsjacking content decays fast and should be tagged for periodic review.

Content scoring combines traffic, engagement, conversions, and backlinks; weight by business goal rather than raw pageviews.

Brand voice guidelines define tone, vocabulary, and prohibited claims; consistency across channels is a measurable brand metric.

Deliverability metrics: bounce rate (hard vs soft bounces), complaint rate, and sender reputation; hard bounces are permanent and addresses should be suppressed.

Open rate = opens / delivered (not sent); click-to-open rate = clicks / opens; click-through rate = clicks / delivered.

List hygiene: remove hard bounces and long-term inactive subscribers; re-engagement campaigns precede suppression to protect sender reputation.

Consent models: opt-in and confirmed (double) opt-in; purchased lists violate consent-based sending and damage deliverability.

Segmentation variables include lifecycle stage, purchase history, engagement recency (RFM: recency, frequency, monetary), and geography.

A/B testing requires one variable and a statistically adequate sample; subject line tests measure opens, body tests measure clicks.

Authentication records SPF, DKIM, and DMARC align sending domains and reduce spoofing and spam placement.

Automation triggers include welcome series, abandoned cart, post-purchase, and win-back; each sequence needs an exit condition to avoid over-mailing.

Metric hierarchy: dimensions describe (source, medium, page, device), metrics measure (sessions, users, conversions); a report needs both.

GA4 session-scoped metrics: engagement rate = engaged sessions / sessions; an engaged session lasts 10+ seconds, has a conversion, or views 2+ pages.

Attribution models in GA4 include data-driven, last-click, first-click, linear, position-based, and time-decay; changing the model changes reported conversions, not actual sales.

UTM parameters: utm_source, utm_medium, utm_campaign, utm_content, utm_term; case and spelling inconsistencies split reports into duplicate rows.

Sampling and thresholding: small segments or privacy thresholds can hide data; verify with raw exports before concluding a trend.

Statistical significance: a test needs a defined sample size and confidence level (commonly 95%) before declaring a winner.

Funnel analysis reports step-to-step drop-off; segment by acquisition channel to separate traffic-quality effects from page-design effects.

Data quality checks: filter internal traffic, exclude bot traffic, verify tracking tags fire once per page, and reconcile analytics against platform-reported conversions.