DMI CDMP key terms

A model that maps a buyer's journey from first awareness through consideration to purchase and repeat use, letting marketers choose different tactics and metrics for each stage.

A goal written to be specific, measurable, achievable, relevant and time-bound, so that progress can be tracked and success or failure judged objectively.

A key performance indicator: a small set of quantified measures chosen because they signal whether a strategy is working, rather than merely describing activity.

The total profit a business expects from one customer over the whole relationship, often estimated from average order value, purchase frequency and retention.

The average spend required to win one new customer, calculated by dividing total acquisition costs by the number of customers acquired in the same period.

A short statement of the specific benefit a product delivers, for whom, and why it beats the alternatives, used to align messaging across every channel.

A research-based profile of a representative customer segment, capturing goals, pains, media habits and objections so content and targeting can be tailored.

A listing on a search engine results page that ranks because of relevance rather than payment; visibility depends on the site's content and technical quality.

The search engine results page: the layout of organic listings, ads, featured snippets, maps and other modules returned for a query, which shapes click-through behaviour.

The process of identifying the queries an audience types, then judging each by volume, competition and purchase intent to choose which terms to target.

The underlying goal behind a query, such as learning, comparing or buying; matching page format to intent is the main driver of ranking and satisfaction.

A longer, more specific query with lower search volume but clearer intent and weaker competition, often converting better than broad head terms.

The degree to which a search engine's crawler can discover and fetch a site's pages, governed by internal links, robots directives and server responses.

Whether a crawled page is eligible to be stored and served in a search engine's index, affected by meta robots tags, canonicals and duplicate content.

An HTML link element that tells search engines which URL is the preferred version of a page, consolidating ranking signals across duplicates.

A machine-readable file listing a site's important URLs so crawlers can discover them, especially pages that are poorly linked internally.

A promoted answer box at the top of a search results page that extracts content from a ranking page, often a list, table or short paragraph.

An advertiser-facing diagnostic in paid search that combines expected click-through rate, ad relevance and landing page experience, influencing ad rank and cost.

The value that determines whether an ad enters an auction and where it appears, combining bid, ad quality and expected impact of extensions.

The rule an advertiser sets for how bids are adjusted, from manual cost-per-click control to automated targets such as cost per acquisition or return on ad spend.

The percentage of eligible impressions an ad actually received, useful for diagnosing whether lost visibility comes from budget limits or low rank.

An assessment of how relevant, useful and easy to navigate the page a user reaches after clicking an ad is, factored into quality scoring.

A term added to a paid search campaign to prevent ads from showing for queries containing it, reducing wasted spend on irrelevant traffic.

A setting that controls how closely a user's query must resemble a chosen keyword, from broad and phrase through exact, trading reach against precision.

The share of people who see a social post and interact with it, such as liking, commenting, sharing or saving, usually expressed per impression or reach.

The number of distinct people who saw a piece of content, as opposed to impressions, which count total views including repeats.

Monitoring conversations and mentions across social platforms to understand sentiment, emerging topics and competitor activity without directly prompting users.

Partnering with individuals who have an engaged audience so their endorsement carries a brand message, usually selected by audience fit rather than follower count alone.

A core theme a brand consistently publishes around, providing structure so individual posts support a coherent editorial identity instead of scattered topics.

A planning document that schedules what content will be published, on which channel and when, aligning production with campaigns and available resources.

A structured review of existing content that scores each piece on traffic, conversions and accuracy to decide what to keep, update or remove.

A prompt that tells the reader what to do next, such as download, subscribe or book a demo, placed where intent is highest.

Dividing an audience into groups with shared traits or behaviour so that messaging and offers can be tailored to each group's needs.

Ongoing removal of invalid, unengaged or complaining addresses from an email list to protect deliverability and sender reputation.

The likelihood that sent email reaches the recipient's inbox rather than a spam folder, shaped by authentication, reputation and engagement signals.

The percentage of delivered emails that were opened, a rough engagement signal that is distorted by image blocking and privacy features.

Clicks divided by impressions or deliveries, showing how many viewers took the next step; it is a stronger engagement signal than an open alone.

The percentage of visitors or recipients who complete a desired action, such as a purchase or sign-up, in a given period.

An experiment that shows two variants to randomly split audiences and compares outcomes, so a change can be credited to the variant rather than chance.

The probability that an observed difference is unlikely to have arisen by chance alone, conventionally judged against a chosen confidence threshold.

A rule for crediting conversions to the touchpoints that preceded them, from single-source models to data-driven allocation across several interactions.

The proportion of customers who stop buying or cancel within a period, a key input when estimating how long revenue from a customer lasts.

The share of sessions that ended without any meaningful interaction beyond the landing page, often signalling mismatched expectations or poor page design.