Universal Analytics- Implications in Higher Ed
 

Universal Analytics- Implications in Higher Ed

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A guide to Universal Analytics.

A guide to Universal Analytics.

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Universal Analytics- Implications in Higher Ed Universal Analytics- Implications in Higher Ed Presentation Transcript

  • Universal Analytics: Implications in Higher Ed Slide 1 Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 2 1) What is Universal Analytics? 2) How Does it Work? 3) What are the Main Features of UA? 4) What are the Issues of UA? 5) What are its Implications in Higher Education? Overview Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 3  Announced in Oct 2012, and then made available to the public in beta at the end of March 2012, Universal Analytics is the next major iteration of Google Analytics.  It is a big change in how it tracks web traffic, moving from what has been a per visit approach, to a more visitor centric point of view.  By assigning a unique client id to visitors, who register on your site, it tracks visitors across devices and touch points, including multiple visits, multiple browsers, multiple devices and off line behavior ( ie in your CRM system). 1. What is Universal Analytics? Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 4  UA uses a new measurement protocol which lets you send data from any device/system/environment to your GA account provided you have formatted your data according to the protocol.  Through this protocol you can import offline conversion data into GA.  For now, experts suggest adding Universal Analytics tracking code in parallel to the existing Google Analytics tracking code on your current website. 2. How Does it Work? Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 5  This is necessary to retain all of your past GA data. If you simply replace your “classic” GA with Universal Analytics you will lose all of your history.  A migration path is promised soon from Google that will merge your GA history with Universal Analytics.  New sites only require the Universal Analytics tracking code to track all activity going forward but you should also carefully consider UA's limitations before you make a final decision to use it alone. 2. How Does it Work? Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 6  Understand visitor interaction across devices and touch points by tracking multiple visits, multiple browsers, multiple devices.  Track offline behavior – i.e measure call centre or CRM activity.  UA will provide a better understanding of the relationship between online and offline marketing channels that drive sales and conversions than GA  For example, you might track a unique, prospective student across multiple visits to your site using each of their mobile, tablet and desktop devices, and then cross reference related call centre or CRM events, from deep in the recruitment cycle, back to the original lead source of the prospective student. 3. What are the Main Features of UA? Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 7  Integration of your college's or university’s mobile application tracking and additional insights into performance  More effectively track multi-channel marketing campaigns.  Create your own custom dimensions and metrics to better understand your visitor behavior.  Dimensions are a characteristic of your visitor and typically appear as a row in your analytics report. 3. What are the Main Features of UA? Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 8  A migration path to integrate GA and UA data is not yet available.  Currently a fair bit of technical knowledge is required to use custom dimensions, custom metrics and integrating data across multiple devices/ platforms.  You should have some serious expertise on hand to guide you in the adoption and use of UA. Also keep in mind that it is still in beta so the product will change and continue to improve with time.  Privacy is an issue. You will need to give your end users proper notice and get consent about what data you will collect via UA. 4. What are the Issues of UA? Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 9  Universal Analytics provides visitor centric tracking that could prove extremely valuable to higher ed marketers as competition for paying students continues to increase.  The ability to track visitor activity across multiple devices will help bring the expanding device universe back into some sense of focus.  The ability to track and integrate off line activity, like call centre or CRM system activity could be the most important piece.  The capability to calculate ROI across devices, across marketing campaigns and deep into the bottom end of the recruitment funnel will create a powerful tool that could change how higher ed marketers do their business.  Privacy and complexity issues complicate and may limit the adoption of UA in higher ed but its potential is strong to be a game changer. 5. Implications in Higher Education? Source: Higher Education Marketing – Universal Analytics: Implications in Higher Ed
  • Universal Analytics: Implications in Higher Ed Slide 10 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+