Analytics, Web Analytics and Marketing Analytics defined.

1. Analytics-Driven Marketing Defined for Higher Ed
Slide 1
Analytics-Driven Marketing Defined for
Higher Ed

2. Analytics-Driven Marketing Defined for Higher Ed
Slide 2
1) Analytics and Analysis
2) Definition of Analytics
3) Definition of Web Analytics
4) Definition of Marketing Analytics
5) Definition of Learning Analytics
6) Our Definition of Analytics-Driven Marketing
Overview
Source: Higher Education Marketing – Analytics-Driven Marketing Defined for Higher Ed

3. Analytics-Driven Marketing Defined for Higher Ed
Slide 3
 “Analytics” is a term that is thrown around a lot in the
business world these days with very mixed interpretation.
 The rise of the computer in almost every facet of our
business and personal lives has brought analytics into
broad, general use, and most certainly into the big data
world of higher education.
 So lets start with the word “analysis”, a term often used
synonymously with the word “analytics”.
 Analysis is the detailed examination of the elements or structure of
something, typically as a basis for discussion or interpretation.
 Ok, so that make sense. So then what are analytics versus
analysis?
1. Analysis
Source: Higher Education Marketing – Analytics-Driven Marketing Defined for Higher Ed

4. Analytics-Driven Marketing Defined for Higher Ed
Slide 4
 Analytics is the science or method of analysis, including the
technology and the associated tools for analyzing the data,
which produces inferences from this data to drive decisions.
 Analytics are especially valuable in areas rich with recorded data,
like education.
 Analytics relies on the simultaneous application of statistics,
computer programming and operations research to quantify
performance.
 On one hand, analytics uses descriptive and predictive models to
gain valuable knowledge from data.
 On the other hand, analytics uses this insight to recommend action
or to guide decision making.
 So now that we have more clearly defined analytics, lets push on a
little farther and look at the three main areas in higher ed where
analytics are being applied today.
2. Definition of Analytics
Source: Higher Education Marketing – Analytics-Driven Marketing Defined for Higher Ed

5. Analytics-Driven Marketing Defined for Higher Ed
Slide 5
 Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimizing web usage.
 Web analytics examines your institution’s website traffic and visitor
behavior. At its simplest level it is page-view centric but with
knowledge and expertise, web analytics will reveal deep insight into
user behavior and intent.
 It can reach offline to referring sources and can track a visitors’ path
right up to your CRM or call center monitoring system.
 Website click stream analytics tools include Google Analytics, Yahoo
Analytics and for big business, Omniture.
 Social web applications like Facebook , YouTube and LinkedIn also
provide internal analytics capabilities to administrators.
3. Definition of Web Analytics
Source: Higher Education Marketing – Analytics-Driven Marketing Defined for Higher Ed

6. Analytics-Driven Marketing Defined for Higher Ed
Slide 6
 Marketing Analytics is the practice of investigating business
data and facts to make optimal and functional marketing
decisions.
 Marketing Analytics is more people centric than site traffic centric. It
closely studies the data that reveals the customer’s path from
prospect to lead to customer, regardless of channel.
 It includes the analysis, tracking and optimization of all your
marketing activities, (not just website-based), including email, offline-
, like television, course calendars, and your customer relationship
management system.
 Web analytics is really a subset of marketing analytics but don’t tell
this to a hard core web analyst. They may snap!
 Marketing analytics tools are as broadly based as marketing itself,
including everything from your Excel spreadsheet analyzing monthly
financial performance to databases like Salesforce.
4. Definition of Marketing Analytics
Source: Higher Education Marketing – Analytics-Driven Marketing Defined for Higher Ed

7. Analytics-Driven Marketing Defined for Higher Ed
Slide 7
 Learning analytics is the measurement, collection, analysis
and reporting of data about learners and their contexts, for
purposes of understanding and optimizing learning and the
environments in which it occurs.
 As education reinvents itself and migrates more and more to
computer-based and web-based models, learning analytics tools are
emerging to collect, analyze and report on the complete learning
experience.
 Learning analytics capabilities are emerging across a wide range of
software tools used to organize and track student learning activities
and outcomes.
 Learning management systems are at the heart of learning analytics
with tools like Blackboard and Desire2Learn rapidly evolving to
incorporate new functionality to address educators analytics needs.
5. Definition of Learning Analytics
Source: Higher Education Marketing – Analytics-Driven Marketing Defined for Higher Ed

8. Analytics-Driven Marketing Defined for Higher Ed
Slide 8
 Analytics-driven marketing is the term we use to describe
our approach to higher ed marketing that relies on the use of
web analytics and marketing analytics to collect, analyze
and report on web traffic, visitor behavior and prospect-to-
student behavior to optimize marketing efforts and ROI for
our college and university clients.
 I hope these definitions have shed some light on these terms
so that in the future our conversations around analytics can
have more clarity and hopefully be more productive.
6. Our Definition of Analytics-Driven Marketing
Source: Higher Education Marketing – Analytics-Driven Marketing Defined for Higher Ed

9. Analytics-Driven Marketing Defined for Higher Ed
Slide 9
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info@higher-education-marketing.com
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