DMI CDMP flashcards

35 cards. Read the term and the definition here. The deck at the top of this page is optional.

SMART objective

A goal written as Specific, Measurable, Achievable, Relevant, and Time-bound. Missing any element makes success untestable, so each objective should carry a metric, a target, and a deadline.

SWOT analysis

A planning grid of internal Strengths and Weaknesses plus external Opportunities and Threats. Internal items are controllable capabilities; external items are market forces the organization can only respond to.

Customer lifetime value

The revenue or profit a customer generates across the whole relationship, often estimated as average order value times purchase frequency times retention lifespan. Compare it with acquisition cost to judge channel viability.

Ansoff matrix

A growth grid with four options: market penetration (existing product, existing market), product development, market development, and diversification (new product, new market). Risk generally rises across those options.

KPI versus metric

A metric is any measured number, such as sessions or impressions. A KPI is a metric explicitly tied to a strategic objective, with a target and an owner, used to judge progress.

Title tag length

Title tags display about 50 to 60 characters before truncation in search results. They are not a direct ranking factor but strongly influence click-through rate and keyword relevance signals.

robots.txt versus noindex

robots.txt controls whether crawlers may fetch a URL; a noindex meta tag controls whether a fetched page enters the index. Blocking crawl of a page hides its noindex tag from crawlers.

Canonical tag

An HTML link element declaring the preferred URL among duplicate or near-duplicate pages, consolidating ranking signals. It is a hint rather than a hard directive, and conflicting signals cause unpredictable handling.

301 versus 302 redirect

A 301 signals a permanent move and passes most link equity to the destination. A 302 signals a temporary move and keeps the original URL canonical. Redirect chains dilute both.

Core Web Vitals thresholds

Google's page experience metrics: Largest Contentful Paint good at 2.5 seconds or less, Interaction to Next Paint good at 200 milliseconds or less, and Cumulative Layout Shift good at 0.1 or less.

Structured data markup

JSON-LD code using schema.org types such as Product, Article, or FAQPage that describes page content to search engines and can enable rich results. Markup must match visible content.

Quality Score

A 1-to-10 estimate in paid search built from expected click-through rate, ad relevance, and landing page experience. Higher scores generally reduce cost per click and improve ad position.

Ad Rank formula

Ad Rank equals bid times Quality Score plus expected impact of extensions and formats. It determines whether an ad shows and its position; actual cost per click is set just below the next competitor.

ROAS formula

Return on ad spend equals revenue divided by advertising cost. A break-even ROAS equals one divided by profit margin, so a 25 percent margin requires a ROAS of 4.0.

Negative keywords

Terms added to a campaign or shared list that prevent ads from showing for those queries. They reduce wasted spend on irrelevant traffic and are refined using the search terms report.

Match types

Keyword settings controlling query closeness: exact matches only that term and close variants, phrase requires the meaning, and broad allows related queries. Broader types need stronger negatives.

Attribution model

A rule distributing conversion credit across touchpoints. Last-click credits the final interaction, first-click the initial one, linear splits evenly, and data-driven models weight by observed paths.

Engagement rate

Interactions divided by reach or impressions, depending on the platform definition. Always state the denominator, since reach-based and impression-based rates differ substantially for the same post.

Reach versus frequency

Reach counts unique people or accounts exposed to a post or campaign; frequency counts average exposures per person, calculated as impressions divided by reach. Rising frequency with flat reach signals fatigue.

Influencer tiers

Nano accounts have roughly 1,000 to 10,000 followers, micro 10,000 to 100,000, macro 100,000 to 1 million, and mega above 1 million. Engagement rate typically declines as follower count grows.

Social listening

Monitoring and classifying online mentions of a brand, category, or competitor as positive, neutral, or negative. It supports share-of-voice tracking, sentiment trends, and early crisis detection.

Lookalike audience

A targeting audience built by a platform from a seed list or pixel event, expanded to people who resemble those users. Quality of the seed source determines the resemblance and performance.

Content funnel mapping

Aligning content formats with buyer stages: awareness content answers broad questions, consideration content compares options, and decision content reduces purchase risk through pricing, demos, or case studies.

Content audit

A structured review of existing assets classified as keep, update, consolidate, redirect, or delete. Decisions rest on traffic, engagement, conversions, and backlinks measured against business goals.

Evergreen content

Content that stays relevant and keeps attracting traffic over time, such as how-to guides and reference pages. It contrasts with time-sensitive content that decays quickly and needs periodic refresh.

Editorial calendar

A planning document listing each planned asset with topic, target keyword, audience persona, format, owner, publish date, and distribution channel. It coordinates production and prevents topic overlap.

Open rate

Opens divided by delivered emails, not by emails sent. Delivery failures are excluded from the denominator, and privacy features that prefetch images can inflate the reported figure.

Click-to-open rate

Clicks divided by opens, measuring how compelling the email body is to people who actually opened it. It isolates content performance from subject-line and deliverability effects.

Double opt-in

A consent model where subscribers confirm their address through a follow-up email before being added to the list. It reduces invalid addresses and complaint rates and improves sender reputation.

SPF, DKIM, and DMARC

Email authentication records: SPF lists authorized sending servers, DKIM cryptographically signs messages, and DMARC tells receivers how to handle failures and reports. Together they reduce spoofing and spam placement.

RFM segmentation

Segmenting a list by recency of last purchase, purchase frequency, and monetary value. Each dimension is scored, and combined scores identify high-value, at-risk, and lapsed customer groups.

GA4 engaged session

A session lasting at least 10 seconds, containing a conversion event, or viewing two or more pages. Engagement rate equals engaged sessions divided by total sessions.

UTM parameters

Tags appended to URLs (source, medium, campaign, content, term) that identify traffic in analytics. Inconsistent capitalization or spelling splits one campaign into multiple reported rows.

Statistical significance

The probability that an observed difference is not due to chance, commonly set at 95 percent confidence. Tests need a predefined sample size before a winner is declared.

Funnel drop-off analysis

Measuring how many users complete each step of a defined sequence and where they exit. Segmenting by acquisition channel separates traffic-quality effects from page or flow design problems.