Using a higher education decision journey framework, you'll learn about and work on establishing key metrics for success and a reporting structure for your multimedia efforts.

1. ANALYTICS & REPORTING
MEASURING SUCCESS ALONG THE JOURNEY
Gene Begin / @gbegin / #CASEMMW
Senior Director of Integrated Marketing / Babson College

3. OUR OBJECTIVE TODAY
MAKE MULTIMEDIA MATTER BY
COMMUNICATING HOW IT
DRIVES VALUE FOR OUR INSTITUTIONS.

4. AN INTEGRATED JOURNEY

5. HIGHER EDUCATION CONSTITUENCY MAP

6. Consider Evaluate Buy
Good
Luck? Alumni
HIGHER EDUCATION MARKETING’S RELATIONSHIP
WITH THE CONSUMER DECISION JOURNEY
Apply
Engage
Enroll
Register

7. TODAY’S HIGHERED CONSTITUENCY JOURNEY
THE LOYALTY LOOP

8. THE WAYS WE MEASURE ADVANCEMENT
Key Performance
Indicators (KPIs)
AWARE CONSIDER EVALUATE BUY ENJOY
Social Engagement:
• Impressions
• Reach
• Comments
• Shares
Email Opens
Social followers
Email CTR/VTR
Page Views
Time on site
Giving: $$ and
participation
Volunteering
Ambassadorship
Event Attendance
Social Comments/
Sharing

10. QUARTERLY DASHBOARD
 Shared with Senior Leadership
 Shared with Program Managers
 Shared with Marketing & Social Media Councils
 Data Helps Drive Future Campaigns and Content
 Use Data to…
– Educate
– Educate
– Educate

11. WHERE WE TYPICALLY GET
MULTIMEDIA DATA
Data Sources

12. DATA SOURCES
 Social/Multimedia Platforms
 Facebook Insights
 Twitter Analytics
 YouTube Analytics
 Iconosquare (for Instagram)
 Pinterest
 Google+
 Advocacy Tool (i.e. GaggleAMP)
 Qualitative Feedback

13. SOCIAL PLATFORMS AS DATA SOURCES
While this data is valuable… why is it not enough?
 Focused on individual platform engagement and growth
 Siloed within channels
 May rely on assumptions
 Primarily support the “Advocacy” stage
 Does not illustrate our users’ integrated journeys

14. GOOGLE ANALYTICS
The Social Report

15. THE SOCIAL REPORT: FROM GOOGLE
“The [Social Reports] bridge the gap between social
media and the business metrics you care about -
allowing you to better measure the full value of the
social channel for your business.”
Measuring Multimedia and
Social Media Impact
• Network Referrals
• Conversions

16. THE SOCIAL REPORT: TWO QUESTIONS
1. Which social and multimedia platforms drive
engaged visitors?
2. How does traffic from social and multimedia
platforms impact programmatic goals?

17. THE SOCIAL REPORT: OVERVIEW
Acquisition > Social

18. THE SOCIAL REPORT: NETWORK REFERRALS

19. THE SOCIAL REPORT: CONVERSIONS
Based on goals (i.e. Graduate, Undergrad, Exec Ed inquiries)

20. WHERE DOES THE DATA FIT INTO
THE JOURNEY?
Institutional Quarterly Analytics Dashboard

21. WHERE DO THESE MULTIMEDIA METRICS
FALL ALONG THE JOURNEY?
BECOME
AWARE
CONSIDER EVALUATE BUY ENJOY
- Video/Image Views
- Subscribers/Followers
- Post Reach
- Qualitative Feedback (Alumni)
- Qualitative Feedback (Media)
- Referral Traffic to Website
- Website Goal Conversions
- Advocacy Tool Data
- Most Engaged Content
- Top Shared URL

22. INTEGRATED ANALYTICS
BECOME
AWARE
CONSIDER EVALUATE BUY ENJOY
Total Potential
Reach
Top Shared
URLs
Referral
Traffic to
WWW
Properties
Conversions
via Social
Networks
Most Engaged
Content
Total
Impressions
from Content
Total Followers Advocacy Tool
(i.e.
GaggleAMP)
Qualitative
(External
Community)
Qualitative
(Advocates)

23. YOUR NEW MANTRA