Measure Twice, Cut Once: A 7-Step Plan to Your Marketing Measurement Strategy in Higher Ed

Measure Twice, Cut Once7-Step Plan to Your Marketing Measurement StrategyKarine Joly - @karinejoly

We’re not carpenters, but…

Busy toolbox

BUDGETSTAFFTIME

Meet the newHigher Ed Marketer

WHAT TO CUT???
What to cut

WHAT’S NOT
WORKING!
What’s not working

FIND OUT WITH ANALYTICS!

95%
track web traffic
The State of Higher Ed Online Analytics Survey – May 2010 (n=399)

92%

72%
less than 2 hrs/weekon Analytics

WHY SO LITTLE?

Online Analytics is like…

We think it’s hard, so we…

While Analytics Ninjas……scare us.

Get on the program!

Not convinced yet?

Sarah Behunek, Leeds School

Shelby Thayer, Penn State

7-Step Plan
Goals
KPIs
Strategy, Channels & Tools
Tracking Set-up
Benchmark
Analyze
Make a decision

1
GOALS

For example…
Brand Awareness
Audience Engagement
Applications & Donations

2
Key
Performance
Indicators

SUCCESS METRICS
Audience Engagement
Pages per visit
Average time on site
Visitor loyalty
Mentions on social media

SUCCESS METRICS
Applications & Donations
Application CR
Donation conversion rate
% traffic to online forms

3
STRATEGY
(CHANNELS+ TACTICS + TOOLS)

Audience Engagement
Use social media
Post interesting and engaging content 5 days a week on Twitter and Facebook
Create retweeting/sharing contest where participants can win small prizes
….

4
PLAN/START
TRACKING

Tag your campaigns
http://bit.ly/17GQV

Keep track of the tags

Set up goals & funnels

Set up custom reports

Facebook Insights
Thanks to Andrew Careaga – Missouri S &T – (http://www.facebook.com/MissouriSandT)
http://facebook.com/insights

YouTube Insights
Thanks to Patric Lane - University of North Carolina at Chapel Hill (http://www.youtube.com/user/UNCChapelHill)

Set up a dashboard

5
BENCHMARK

GA Benchmarking
Thanks to Mike Richwalsky – John Carroll University, OH
(Google Analytics Account – Benchmarking Screen)

Top 20 Higher Ed tracked Metrics
Visits
Page views
Unique visitors
Referring websites
Length of visits
Search engines traffic
Search engines keywords
Time on site
Average # pages/visit
Geographic locations
Website bounce rate
Facebook fans
Page bounce rates
Time on page
Internal search keywords
Twitter followers
Facebook likes
YouTube video views
Facebook wall message CTR
YouTube subscribers/friends

Top 4 tracked Conversions
Online inquiries
Online applications
Online multimedia consumption
Online content consumption

6
ANALYZE
RESULTS &
TRENDS

7
DECIDE

7-Step Plan
Goals
KPIs
Strategy, Channels & Tools
Tracking Set-up
Benchmark
Analyze
Make a decision

Join the Analytics Revolution!

UNITE
TRACK
SHARE

12 Metrics for a Revolution
Total visits
Total page views
Average time on site
Average bounce rate (site and homepage)
% new visits
Total direct visits
Total search engine visits with *branded* search terms
Visitor Recency
Visitor Loyalty
% of traffic from admissions homepage to apply form
% of traffic from social media sites
% traffic from mobile devices

1 hour that counts per week

2nd Thursday of the Month

www.higheredanalytics.com

Questions?
@karinejoly
karine@higheredexperts.com

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Measure Twice, Cut Once: A 7-Step Plan to Your Marketing Measurement Strategy in Higher Ed

by Karine Joly on Jul 26, 2010

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Measure Twice, Cut Once: A 7-Step Plan to Your Marketing Measurement Strategy in Higher Ed — Presentation Transcript