CBA Certified Digital Marketing Professional

Campaign Planning, Economics and Budgets16%

• Select the campaign objective and success measures for a stated business goal, distinguishing outcome measures from activity and vanity measures.
• Select a channel mix that meets a stated reach goal within budget, using audience reach and cost data rather than platform popularity.
• Calculate customer lifetime value from margin and repeat-purchase data, and the highest acquisition cost it supports within a stated payback period.
• Calculate break-even return on ad spend from contribution margin, and identify campaigns whose reported return hides a loss.
• Evaluate a channel budget split using marginal rather than average returns, and select the reallocation that most improves total contribution.
• Interpret seasonal and time-of-day demand data to phase budget around public and religious holidays, national days and sales seasons.

Multilingual Content, Creative and Claims14%

• Evaluate a content brief for a stated audience and channel, identifying gaps in message, proof points, format limits and brand voice.
• Distinguish content to translate, transcreate or create afresh for another language's audience, based on idiom, humour, cultural references and regulated wording.
• Identify defects in a multilingual copy deck, such as text over placement limits, missing versions and offer terms that differ between languages.
• Distinguish substantiated from unsubstantiated factual, comparative, price and environmental claims in draft copy, against the evidence supplied.
• Select whether to publish, label, amend or withhold an AI-generated, third-party or creator asset, given stated rights, platform and disclosure rules.

Organic and Paid Search18%

• Select keyword targets from search data, classifying intent and weighing language, dialect, transliterated and alternative-spelling variants of each query.
• Interpret crawl, indexing, language-version and page-speed findings to diagnose a loss of organic visibility, and select the fix to prioritise.
• Evaluate a page's organic visibility for a stated query, weighing indexability, intent match, original content and earned rather than bought links.
• Interpret a fall in organic traffic to distinguish lost rankings, lower seasonal demand and clicks lost to answers on the results page.
• Evaluate a paid search campaign's structure, query matching, negative keywords and landing-page relevance, and identify where spend is wasted.
• Calculate the affordable cost per click and budget for a lead goal, and judge whether quoted click costs make it reachable.

Social, Creator and Messaging Channels18%

• Select the optimisation event and audience exclusions for an automated campaign, given a stated goal, weekly conversion volume and existing-customer data.
• Interpret frequency, cost, click-through and conversion trends to distinguish creative fatigue, audience saturation, a weak offer and tracking loss.
• Interpret social post results by format, theme and timing, using rates rather than raw counts, to decide what to repeat or drop.
• Evaluate a creator shortlist using audience location, authenticity and engagement-rate data against stated criteria, and select the creators to engage.
• Calculate conversion by first-response time band for a messaging sales journey, and select the staffing or automated-reply change it supports.
• Distinguish social comments and complaints that should be answered publicly, moved to a private channel or escalated, under a stated policy.

CRM, Email and Conversion Optimisation14%

• Distinguish valid from invalid consent for email, SMS and messaging under stated rules, including pre-ticked boxes, bundled consent and purchased lists.
• Identify contacts to suppress before a send or an advertising-platform list upload, including unsubscribes, complaints and lapsed retention periods.
• Select the trigger, audience and exit rule for an automated lifecycle message, such as welcome, abandoned-basket, renewal or win-back.
• Calculate stage conversion rates from funnel data, locate the largest loss and select the landing-page or form change to test first.
• Distinguish list quality, relevance and deliverability problems using delivery, complaint, unsubscribe and click rates rather than open rates.
• Select a lead-scoring threshold that matches stated sales capacity, using the volume and quality of leads each threshold produces.

Measurement, Attribution and Testing20%

• Identify tracking defects in campaign data, such as inconsistent campaign parameters, duplicate conversions and broken tags, and select the fix at source.
• Interpret how a change in tracking consent rate alters observed and modelled conversions, separating a measurement effect from a real sales change.
• Calculate channel credit under rule-based attribution models from supplied journeys, and interpret how each, and an algorithmic model, would shift budget.
• Select the measurement method for a stated decision, distinguishing attribution, incrementality testing and marketing mix modelling by the question each answers.
• Calculate incremental conversions and cost per incremental conversion from a holdout or geographic test, and compare them with platform- or retailer-reported results.
• Evaluate an A/B test readout for multiple changes, early stopping and novelty effects, and select whether to roll out, extend or stop.