Using analytics tools to better understand market segments in higher education
 

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Using analytics tools to better understand market segments in higher education

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Good marketing is all about segmentation.

Good marketing is all about segmentation.

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Using analytics tools to better understand market segments in higher education Presentation Transcript

  • 1. Using Analytics Tools to Better Understand Market Segments in Higher Education Using Analytics Tools to Better Understand Market Segment in Higher Education Slide 1
  • 2. Using Analytics Tools to Better Understand Market Segments in Higher Education Overview 1. 2. 3. 4. Geographic Market Segmentation Demographic Market Segmentation Psychographic Market Segmentation Behavioral Market Segmentation Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 2
  • 3. Using Analytics Tools to Better Understand Market Segments in Higher Education 1. Geographic Market Segmentation  Geographic segmentation breaks down your web traffic by geographic criteria:        countries, states/provinces, regions, counties, cities, neighborhoods, or even zip/postal codes. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 3
  • 4. Using Analytics Tools to Better Understand Market Segments in Higher Education The report below, from Google Analytics, shows a distribution of website visitors from the state of Texas to an anonymous college’s website over a 1 month period. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 4
  • 5. Using Analytics Tools to Better Understand Market Segments in Higher Education 1. Geographic Market Segmentation  If you are College or University marketer with a high priority to recruit students regionally, this simple type of analysis can make your marketing planning and recruitment human resource allocations much simpler. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 5
  • 6. Using Analytics Tools to Better Understand Market Segments in Higher Education 2. Demographic Market Segmentation  As you know, demographics are statistical characteristics of your site visitor population.  Demographic segmentation involves things like:       age gender family size income occupation education Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 6
  • 7. Using Analytics Tools to Better Understand Market Segments in Higher Education In this example, Google Analytics is used to report visitor behavior, based on the language settings used on their computers. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 7
  • 8. Using Analytics Tools to Better Understand Market Segments in Higher Education 2. Demographic Market Segmentation  International student recruitment is a very important part of revenue generation for many colleges and universities.  This type of analysis can be very useful to marketing planning and optimization of your site, as you work to develop a relationship with these foreign language speaking, prospect students. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 8
  • 9. Using Analytics Tools to Better Understand Market Segments in Higher Education 3. Psychographic Market Segmentation  Psychographic segmentation examines markets according to lifestyle, personality, and values.  Psychographic segmentation is often studied in parallel to demographics as people within the same demographic group often have very different psychographic profiles. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 9
  • 10. Using Analytics Tools to Better Understand Market Segments in Higher Education In the Google Analytics report below, a community college’s microsite mobile traffic is examined to reveal local student smart phone preference. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 10
  • 11. Using Analytics Tools to Better Understand Market Segments in Higher Education 3. Psychographic Market Segmentation  Over 66% of the mobile device traffic is from an Apple operating system.  So in this market, Apple is clearly winning the brand battle for the hearts and minds of the college student.  Understanding student popular opinion toward and use of Apple, Android and Blackberry systems can be very important in setting priorities in the future development of internal college mobile apps and campaigns Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 11
  • 12. Using Analytics Tools to Better Understand Market Segments in Higher Education 3. Psychographic Market Segmentation  Is mobile operating system a psychographic or a behavioral segment?  It can be psychographic because it seems that these days, your selection of smart phone OS is as much a political statement of your support to Apple, Google and to a lesser extent RIM, rather than simply the purchase of a product Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 12
  • 13. Using Analytics Tools to Better Understand Market Segments in Higher Education 4. Behavioral Market Segmentation  Behavioral segmentation typically divides people into groups according to their knowledge of, attitude towards, use of, or response to, a product.  In the higher ed digital marketing context, we use web analytics to break-down the range of all visitors (prospective students, existing students, staff, parents, alumni, etc.) into a number of discrete channels.  Each channel is then analyzed and a virtual profile is created to deal with each channel. Source: Higher Education Marketing – Using Analytics Tools to Better Understand Market Segments in Higher Education Slide 13
  • 14. Using Analytics Tools to Better Understand Market Segments in Higher Education 4. Behavioral Market Segmentation  These profiles can be developed into personas that give you a starting point in terms of deciding what content, navigation and layout to present to each of the different personas for optimal conversion results.  Further micro-segmentation of your channels can be researched using A/B testing. Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education Slide 14
  • 15. Using Analytics Tools to Better Understand Market Segments in Higher Education Questions? 1.514.312.3968 info@higher-education-marketing.com FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ Visit our Website: Higher Education Marketing Slide 15