In a presentation for the AMA Symposium for the Marketing of Higher Education, r2i VP of Digital Marketing Eric Jones presented with AVP Marketing & Communications Sharon Higgins from Loyola University of Maryland to talk about lessons learned in creating an omnichannel dashboard and the value of combining offline and online marketing metrics. When faced with big data, marketers have to know how to create the small data sets that will provide meaningful information about marketing campaigns. From evaluating landing page performance to creating campaigns to drive more qualified lead conversions, Loyola captured all activity in multiple marketing dashboards with a focus on what was working and what was not. An optimized dashboard leads to optimized marketing.
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