Data Driven Communication Strategies for Higher Ed Marketers
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Are you using Google Analytics to enhance your admissions marketing? If not, you should be; it helps makes sure that your website is offering what your visitors are looking for. Google Analytics is a free tool that with a little assistance from your IT Webmaster allows you to evaluate your webpage. Dive in with experts Tonya Roth from the University of Wisconsin-Superior and Melissa Perez from the University of Wisconsin-Stout to learn how you can leverage Google Analytics to reevaluate web request forms, improve website layouts, and enhance reporting for marketing campaigns.
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Data Driven Communication Strategies for Higher Ed Marketers
- 1. Hobsons Connect and Google Analytics Data-driven communication strategies Tonya Roth, Director of Admissions, UW-Superior Melissa Perez, Marketing Coordinator, UW-Stout #hobsonsuw
- 2. 2 Stats University of Wisconsin-Stout University of Wisconsin-Superior Menomonie, Wisconsin Superior, Wisconsin 9,300 students 2,800 students 44 undergrad degrees, 23 graduate progs 30 undergrad degrees, 8 graduate progs Polytechnic University Public, Liberal Arts Connect, Marketing Solutions Connect, Marketing Solutions
- 3. 3 What is the problem? • Underutilized web request form (as benchmarked by other institutions, since July 1, 2012) – 900 – UW-Superior – 676 – UW-Stout – 1,296 – UW-River Falls – How we took Google Analytics data to make changes
- 4. 4 Overview •Terms •Analytics – Free – Work with IT get code on your web pages (AND HOBSONS pages/forms)
- 5. 5 Analytics to evaluate webpage • Used to rearrange information on webpage – Paying for college – Info request page – Completing info request form – Top 5 business transactions (criteria, majors, visit, scholarships, application process)
- 6. 6 • Up to date data will be added prior to presentation Visitor Flow
- 7. 7 • Audience (visits) • New vs returning • Average visit duration • Bounce • Mobile • Country • City (advertising) • Sources (all traffic) • Social (Overview) Google Analytics for the Admissions User
- 8. 8 • Audience (visits) • New vs returning • Average visit duration • Bounce • Mobile • Country • City (advertising) • Sources (all traffic) • Social (Overview) Google Analytics for the Admissions User
- 9. 9 Google Analytics for the Admissions User
- 10. 10 • Visits • Bounce rates • Duration • Souces • Search Terms • Pageviews • Mobile views • Country • Browser Dashboards
- 11. 11 Dashboards
- 12. 12
- 13. 13 • Blogs – Open forum – More leads – Gaps – Build trust – Creativity
- 14. 14 Blog Strategy • Keywords • Keywords in blog content • Keyword in title • Share • External website
- 15. 15 • Keywords • Keywords in blog content • Keyword in title • 38,116 views since July ’11 • 13,098 Google Search • 9,578 Google Image Search
- 16. 16
- 18. 18 Search Terms
- 19. 19 • UW-Superior – Not a one time thing – EVALUATE – Not be afraid to try new things – Set goals for where to go (key search terms) • UW-Stout – Data influences decision makers – Blogs rule – but they have to be relevant/updated – Ask questions when you see discrepancies – #hobsonsuw What we’ve learned