Introduction to Digital Marketing

Digital Marketing Notes

Introduction to digital marketing notes. Those notes include basic definitions a various marketing concepts.

Hierarhy of Evidence

(Higher Quality to Lower Quality)

  • Meta Analysis
  • A/B Testing
  • Data Science
  • User Research
  • Expert Opinion & Best Practises

CRO: Conversion Rate Optimization

CRO is a systematic approach to increase the number of website visitors taking desired action.

Through CRO:

  • Increase conversion rates
  • Validate your hypotheses and ideas
  • Gather knowledge about your website visitors

Biggest Advantages:

  • More revenue from your website
  • Know what works and what does not
  • Share learnings with the whole organization

Also, make the organization future-proof. (Geleceğe hazır hale getirir)

KPI: Key Performance Indicator

KPI Definition

A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets. High-level KPIs may focus on the overall performance of the business, while low-level KPIs may focus on processes in departments such as sales, marketing, HR, support and others.

KPI’s can be

  • Transactions
  • Average Order Value
  • High quality leads
  • Click outs
  • Sponsored articles read
  • Returning visitors

KPI Evaluation Criteria


One way to evaluate the relevance of a performance indicator is to use the SMART criteria. The letters are typically taken to stand for Specific, Measurable, Attainable, Relevant, Time-bound. In other words:

  • Is your objective Specific?
  • Can you Measure progress towards that goal?
  • Is the goal realistically Attainable?
  • How Relevant is the goal to your organization?
  • What is the Time-frame for achieving this goal?

Actionable KPI

Making your KPIs actionable is a five-step process:

  • Review business objectives
  • Analyze your current performance
  • Set short and long term KPI targets
  • Review targets with your team
  • Review progress and readjust