🧬

Notes from the Platzi Digital

Marketing Metrics
Audioglossary- Platzi Digital
Marketing School.
Academy: platzi

Educator: Diana Reyes

Dean of the Faculty of Marketing at Platzi.

What are metrics? What is the open

Declaring, tracking and
rate
measuring indicators is It is a metric used in email
necessary for better results, marketing that measures the
however, metrics go beyond percentage of users who open

Notes from the Platzi Digital Marketing Metrics Audioglossary- Platzi Digital Marketing School. 1
 that and can provide insight
that will make us make strong
decisions.
KPI’s
They measure the performance of a
strategy or several strategies to achieve
an objective, so they help to measure the
performance of several areas that make
up the company.
It is important to establish
indicators that are key to your
business and not pretend to
measure everything.
Establishing good KPI's can lead you to:
Understand the effectiveness of a
strategic plan
Analyze information that will help you
make better decisions
Know how well aligned the different
departments of your business are
Optimize specific points to improve
strategies
Notes from the Platzi Digital Marketing Metrics Audioglossary- Platzi Digital Marketing School.
a campaign out of the total
number of emails sent, thus
measuring the effectiveness of
the emails.
⚙
open rate = number of emails
opened/emails sent x 100
Consider 15% to 20% to be a
good average open rate.
You also have the click-through,
conversion or bounce rate***. The set of
all
Tips to increase the open rate of
your emails
1. Optimize your subject
lines
Subject lines should encourage
curiosity and sometimes create a
sense of urgency. Remember that
subject lines should be short and
clear.
2. Test different versions of
texts with A/B testing
2
 ➡ If you have a business, it is
important to show your team
3. Segment your audience
Segmenting your audience according
to their interests, location or activity
and partners the results that
can bring you better results when it
are being obtained with the
proposed strategies. comes to increasing your open rate.

4. Check the frequency of

your mailings
Which ones to use? How often do you send your emails?
Analyze the number of emails you
If you need to measure email
send, the time of day and the week.
marketing strategies: use bounce
These factors can help you
rate or open rate.
understand the habits of your users.
Social media: Mentions or
comments 5. Optimize for mobile
Content strategies: number
version
of unique visitors or dwell Cell phones are the most used
time. devices to check emails, as about
62% of people prefer to use cell
Sales: ROI, CPC or total
phones to open emails, so optimize
revenue, use tools like
your subjects and content for these
Google analytics or Google
devices.
Search console, so you will
have reliable information
about your website.
What is CTR?
How to define them?
To define KPI's you can apply the It shows the percentage of
SMART method, so keep in mind clicks that an ad gets in
these 5 steps:
relation to the number of times
Specific: What do you want
it is shown.
to measure, why do you need
to measure those data? The more clicks the better positioning we
Measurable: How can you will have on the web (in the link that leads
corroborate your progress?

Notes from the Platzi Digital Marketing Metrics Audioglossary- Platzi Digital Marketing School. 3
 Achievable: Is it an to the site) to increase it you have to
achievable goal for the team optimize title, url and description.
and resources you have?

Relevant: Are they aligned

with business objectives?
⚙ CTR = number of
clicks/impressions*100
Timely: Every KPI needs a
timeline, they can be monthly,
bi-monthly, quarterly, semi-
Strategies:
annual or annual.
1. Improve the design

2. Improve the text

SEM metrics 3. Clearer call to action (with short
sentences).
Paid search engine
4. Improve segmentation
advertising campaigns such
as Google** **Paid search 5. Improve the design

engine advertising campaigns 6. Improve the text

such as Google 7. Clearer call to action (with short
sentences).
The CPC: Cost Per Click, and is
8. Improve segmentation
estimated when setting up a Google Ads
campaign. We define how much we are
willing to pay for the ad to be shown in ROI
the search network. This way, we can
compete with other companies that also
(Return on Investment). It
want to show their ads to our target
audience. helps to know the profitability

CPM: Cost Per Mile, can also be

of projects, compare between
indicated to the platform. Up to how much projects and make decisions
we are willing to pay every thousand in the short, medium and long
times the ad is shown; that is, every term.
thousand impressions. This is activated

Notes from the Platzi Digital Marketing Metrics Audioglossary- Platzi Digital Marketing School. 4
 when we are making ads for the display Important questions to answer in
network. Return on Investment (ROI):

CPA: Cost Per Acquisition, is the cost per What was the project or
action or acquisition. We indicate to investment that gave you the
Google Ads that our budget is consumed most profit?
for each action that the user performs or
Did the performance of the
executes after clicking on the ad. This
marketing strategies you
form is used by advanced users of tools
implemented achieve the
and work with platforms such as E-
expected results?
commerce.
Do you have an efficient sales
system?

Is your customer service of high

quality and does it contribute to
long-lasting and profitable
relationships?

Which communication channels

were most successful?

⚙ Formula: To calculate ROI you

must know the total revenue
from which you must subtract
the costs and the result will be
divided by the total costs.

Calculate the roi before and after an

action and maintain it periodically.

A limitation of ROI is that it does not

consider the duration of the
investment.

(Total revenue - total costs) / total costs

Notes from the Platzi Digital Marketing Metrics Audioglossary- Platzi Digital Marketing School. 5
 ROI = (Profit - Investment) / Investment

Notes from the Platzi Digital Marketing Metrics Audioglossary- Platzi Digital Marketing School. 6