Defining Marketing Tactics

Enrollment Metrics Definitions

  • Leads- Number of people who have supplied us with contact information and have opted in to receiving future communication
  • Applicants– Number of complete submitted applications
  • Enrollments– Total number of courses admitted students have registered to take
  • The funnel- A visualization tool showing the stages within the enrollment marketing process and the corresponding tactics used to move a consumer through each step required to become an enrolled student. 

Campaigns / Ads / Paid Media Definitions

  • Impressions- The amount of people who have seen the ad; An impression is counted every time an ad is shown on a search results or other page
  • Clicks- Number of clicks on an ad
  • Conversion- Any action a user takes after seeing an ad. Typically, we consider a conversion in relation to an ad as someone who and fills out a form giving us their contact information.
  • SEM- SEM stands for search engine marketing. It is a paid marketing tactic that increases your website’s visibility to a targeted audience. Its goal is to drive traffic to a site by paying to appear in search engine results and as display advertisements.

Email Performance

  • Click-Through Rates (CTR)- The percentage of the total number of subscribers who opened an email sent to them
  • Open Rate- The percentage of people who clicked a hyperlink, CTA, or image within an email

Website Analytics Definitions

  • Pageviews– Shows the total amount of pages viewed on the website within a given timeframe. This total includes repeated views of single pages, and repeated viewers (i.e. if someone refreshes the page it is counted as a “new” view in this total)
  • Unique Pageviews– Aggregates the pageviews of a single user per session
  • Bounce Rate- Shows the percentage of a single-page session where no interaction was completed. Google Analytics considers a visitor clicking to at least one additional page to be a completed interaction interaction
  • Sessions- Sessions group a single users interactions together.
  • Landing pages- These the most viewed pages other than the homepage.
  • SEO- SEO stands for search engine optimization. It is a tactic used to increase both the quantity and quality of organic traffic to a website. The goal of SEO is to make a website appear high in the results when someone is using a search engine, like Google or Bing, to search for specific keywords. SEO involves carefully crafting the content on the front and back end of a website.