Using Data to Inform, Create and Evaluate Digital ROI. As presented at AMA Symposium for the Marketing of Higher Education 2017.

1. The Diamond in the Data:
Using Data to Inform, Create and
Evaluate Digital ROI

2. INTRODUCTIONS
What was your
first concert?
Name something
we wouldn’t guess
about you.
What’s your
favorite city?

3. OVERVIEW
The Diamond in
The Data: Using
Data to Inform,
Create & Evaluate
Digital ROI
Data to Inform
STRATEGY
Data to Inform
RESULTS
Data to Inform
PERFORMANCE

4. Fun with Northwestern Engineering Acronyms
MSIT MEM MSIA MSR MBP
MPM EMDC MPD2 EDI MSAI
*Can anyone name all 10 of these acronyms?

5. History of Digital Marketing @ Northwestern

6. Digital Marketing @ Northwestern Engineering
Strengths WEAKNESSES
OPPORTUNITIES THREATS
• Prestige of brand
• Strong existing programs
• Cohesive marketing efforts
• Benchmark data
• Buy-in from program directors
• Transparency of data
• Quantity v. quality of leads
• Coordination between programs
• Stakeholder communication
• Improved reporting
• Segmentation of engineers by program
• Increased marketplace competition
• Over segmentation of audiences
• Multiple rounds of discovery

7. Digital Marketing @ Northwestern Engineering
WEAKNESSES
OPPORTUNITIES
• Buy-in from program directors
• Transparency of data
• Quantity v. quality of leads
• Coordination between programs
• Stakeholder communication
• Improved reporting
• Segmentation of engineers by program
STRATEGY
STRATEGY
• Dean-level approval and messaging
• Emphasis on reporting
• Ongoing evaluation and optimization
• Singular agency resource for
management
• Over-communicate in early stages
• Develop self-serve tools
• Collaborate with programs to enhance
optimization

8. Collecting and using data.
Data to Inform Digital Strategy

10. DIGITAL
ENROLLMENT
FUNNEL
AWARENESS
CONSIDERATION
INQUIRY
APPLICATION/
ENROLLMENT
Display Advertising | Video & Social
Advertising | Career Fairs | Traditional Media
Webinars & Info Sessions | Program Pages
Blog Content & Resources
Landing Pages | Website RFI
Email Contact
Started | Completed
Deposited

11. NOT ALL ENGINEERS ARE THE SAME.
WHAT DATA DO WE HAVE?

12. DATA TO INFORM MESSAGING
RIGHT MESSAGE. RIGHT TIME.

13. DATA TO INFORM MESSAGING
CUSTOMIZE + CONVERT

14. AUDIENCE SEGMENTATION
FACEBOOK LOOKALIKE

15. AUDIENCE SEGMENTATION
LINKEDIN TARGETING

16. #NEWANDNEXT
LINKEDIN WEBSITE DEMOGRAPHIC DATA

17. #NEWANDNEXT
MESSAGE CREATION

18. Optimizing and enhancing results.
Data to Inform Performance

19. WEEKLY OPTIMIZATIONS
FINETUNING CAMPAIGNS
Average 2-4 hours
each week in
optimizations.

20. DEFINING CHANNELS
HIGH-IMPACT TARGETING

21. 30 DAYS BEFORE
EVENT:
70% of CTAs
focused on resource
downloads

22. 14 DAYS BEFORE
EVENT:
70% of CTAs
focused on info
sessions

23. QUALITATIVE DATA
STAKEHOLDER INSIGHTS

24. #NEWANDNEXT
THE 6-SECOND VIDEO
THE HOW:
Don’t rely on sound – nobody likes autoplay. | Reach for authenticity over quality. | Optimize for mobile.

25. #NEWANDNEXT
LINKEDIN VIDEO ADS BETA
EARLY ACCESS
The video ads will autoplay and appear as
standalone unit with a “Promoted” label to
distinguish them as paid content. They are only
being tested on mobile at this time.

26. You get what you measure.
Using Data to Improve Results

27. AWARENESS
CONSIDERATION
INQUIRY
APPLICATION/
ENROLLMENT
Impressions | Reach | Page Views | Video Plays
Time on Page | Number of Pages Viewed
Webinar & info Session Sign Ups | Clicks & Opens
Form Conversions | Email Contact
Resume Reviews & Interviews
Started | Completed
Deposited
DIGITAL
ENROLLMENT
FUNNEL

28. • But it’s difficult to measure brand
recognition and recall.
• But it’s difficult to connect data
from one device to the next.
• But it’s difficult to attribute ROI
through multiple touch points.
• You can measure impressions
and clicks…
• You can segment your data by
device…
• You can track conversions and
engagement by channel…
WHAT YOU CAN MEASURE
(AND WHAT’S STILL CHALLENGING)

29. • Individual meetings with stakeholders
• Review performance, creative, and trends by individual program
• Collaborative plan developed for next 3 months
QUARTERLY CAMPUS REPORTS
SHARING DATA WITH STAKEHOLDERS

30. FULL FUNNEL REPORTING
LEAD TO ENROLLMENT ROI
Prospect Data
Enrolled
Student

31. • One key lesson: Digital marketing is eminently measurable, but only when
prospects take the actions we desire. Measuring by CTA has limitations.
• Reporting to understand:
• How are impressions driving later traffic and conversions?
• What is the impact of digital brand advertising without CTA?
• How does the student experience vary across programs?
• How do we prevent a rush to judgment as we optimize and improve?
A DOUBLE-EDGED SWORD
RECOGNIZING LIMITATIONS

32. #NEWANDNEXT
GOOGLE DATA STUDIO

33. #NEWANDNEXT
Google 360 Attribution

34. #NEWANDNEXT

35. • Collect and analyze data to take your digital strategy
to new heights.
• Communication is critical – within the school and with
agency partners. Have “tough” conversations early
and often.
• Paint a crystal clear picture of ROI with accurate data
tracking and consistent reporting.
KEY TAKEAWAYS.

36. THANK YOU.
QUESTIONS? @convergeorg
convergeconsulting.org
#convergepresents
@northwesterneng
mccormick.northwestern.edu

37. FREE RESOURCE:
THE DIGITAL
ADVERTISING ROI
BENCHMARK
This ebook walks through how to calculate
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