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How to configure google analytics to optimize your college's marketing initiatives
 

How to configure google analytics to optimize your college's marketing initiatives

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    How to configure google analytics to optimize your college's marketing initiatives How to configure google analytics to optimize your college's marketing initiatives Presentation Transcript

    • Higher Education Marketing Webinar
      How to Configure Google Analytics to Optimize your College's Marketing Initiatives
    • Webinar Objectives
      Configure Google Analytics
      Analyze Visitor Traffic
      Implement Continuous Improvement Process
      www.higher-education-marketing.com
    • Webinar Agenda
      create student/audience profiles
      sub-domain and cross domain tracking
      Track specific audiences and traffic segments with multiple profiles
      define website marketing goals
      enable site search and Google AdWords integration
      Google Analytics Resources
      www.higher-education-marketing.com
    • Using Personas to understand student/audience profiles
      Personas represent user types within a targeted demographic
      http://en.wikipedia.org/wiki/Persona_(marketing)
      Your website’s interaction with these user types can be broken up into stages, called life cycles
    • The Life Cycle of a “Prospect”
      www.higher-education-marketing.com
    • Student Persona Life Cycle
      www.higher-education-marketing.com
    • Defining a Persona
      Target Market (geo, semantic, age, etc.)
      Objectives you want to attain with that group?
      Goals you want that group of visitors to accomplish on the website
      www.higher-education-marketing.com
    • Persona: Harvard MBA Executive Education
      www.higher-education-marketing.com
    • Mapping of outcomes & metrics for “Attract” Stage
      Marketing Tactics used to engage with Persona
      • Facebook
      • LinkedIn
      • AdWords
      • Email Newsletter
      • Newspapers
      www.higher-education-marketing.com
    • Mapping of outcomes & metrics for “Convert” Stage
      www.higher-education-marketing.com
    • Google Analytics Configuration
      How does Google Analytics Work?
      Cross domain & sub domain tracking
      Modifying the Google Analytics Tracking code
      www.higher-education-marketing.com
    • How does Google Analytics Work?
      Google Analytics is hosted by Google (SaaS)
      It uses JavaScript code and First Party Cookies to collect the web data
      All data collected by GA is anonymous
      GA does not report on personally identifiable information
      GA does not share any data with a 3rd party
      www.higher-education-marketing.com
    • 1st party vs. 3rd party cookies
      A cookie is a small text file that the website you visit stores in your web browser
      1st party cookies are issued by the website (domain) you are visiting
      3rd party cookies are stored by another website (domain)
      1st party cookies are widely accepted
      3rd party cookies are often blocked by users and browsers
      www.higher-education-marketing.com
    • Google Analytics uses these 5 Cookies
      Sample Google Analytics Cookie:
      53195706.354747012.1232214650.1264371284.1264481927.214
      www.higher-education-marketing.com
    • Why Cross Domain Tracking?
      www.higher-education-marketing.com
    • Why Subdomain Tracking?
      www.higher-education-marketing.com
    • The case for tracking visits across domains and subdomains
      Click Path for Requesting a Brochure from Harvard Business School for their Executive Education
      www.higher-education-marketing.com
    • Harvard.edu GA Code
      <script type="text/javascript">
      var _gaq = _gaq || [];
      _gaq.push(['_setAccount', 'UA-5847550-3']);
      _gaq.push(['_setDomainName', 'harvard.edu']);
      _gaq.push(['_setAllowLinker', true]);
      _gaq.push(['_setAllowHash', false]);
      _gaq.push(['_trackPageview']);
      (function() {
      varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
      ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
      var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
      })();
      </script>
      www.higher-education-marketing.com
    • HBS.edu GA Code
      <script type="text/javascript">
      var _gaq = _gaq || [];
      _gaq.push(['_setAccount', 'UA-5847550-3']);
      _gaq.push(['_setDomainName', 'hbs.edu']);
      _gaq.push(['_setAllowLinker', true]);
      _gaq.push(['_setAllowHash', false]);
      _gaq.push(['_trackPageview']);
      (function() {
      varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
      ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
      var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
      })();
      </script>
      www.higher-education-marketing.com
    • Pass 1st Party Cookie info using this Link or link by post method
      This method is only needed between links & forms for cross domain, not sub domains
      <a href="http://www.harvard.edu" onclick="gaq.push(`_link`,`http:``www.hbs.edu`]); return false;">Harvard Business School</a>
      <a href="http://www.hbs.edu" onclick="gaq.push(`_link`,`http:``www.harvard.edu`]); return false;">Harvard University</a>
      www.higher-education-marketing.com
    • Google Analytics Profile Check List
      Setup Harvard.edu Catch All Profile
      Setup Extract Host Name Filter
      Setup HBS.edu Profile
      Setup Extract Host Name Filter
      Setup Include Host Name Filter
      Setup Exclude Phil IP
      Setup Site Search
      Setup Request Brochure Goal
      www.higher-education-marketing.com
    • Harvard Business School Profile setup
      Profile Name: Harvard Business School
      Domain: www.hbs.edu/
      Subdomain: www.exed.hbs.edu/
      Configuring Site Search / Query Parameter:
      Profile Filters
      Extract Host Name
      Include hostname
      Exclude Internal IP Traffic
      Website Goals
      Request a Brochure
      Form page: www.exed.hbs.edu/admissions/Pages/request.aspx
      Thank you page: www.exed.hbs.edu/Pages/request-thanks.aspx
      www.higher-education-marketing.com
    • Driving ROI using Google Analytics
      Facebook
      Email Campaigns
      AdWords
      Newspapers
      www.higher-education-marketing.com
    • Tag your Marketing with the URL Builder
      www.higher-education-marketing.com
    • Facebook
      www.higher-education-marketing.com
    • Email Campaigns
      www.higher-education-marketing.com
    • Newspapers
      www.higher-education-marketing.com
    • Google AdWords
      www.higher-education-marketing.com
    • Sample KPI Dashboard
      www.higher-education-marketing.com
    • Process for Continuous Improvement
      Monitor Regularly your KPIs
      Setup Automated Reports
      Split A/B Testing
      Prioritize your Efforts based on the most valuable pages – use the $index value
      Follow authorities on Google Analytics (see resource list)
      www.higher-education-marketing.com
    • Webinar Recap
      effectively analyze visitor traffic
      create student/audience profiles
      define website marketing goals
      sub-domain and cross domain tracking
      enable site search and Google AdWords integration
      Track specific audiences and traffic segments with multiple profiles
      implement advanced configuration techniques
      implement a process for continuous improvement
      Google Analytics Resources
      www.higher-education-marketing.com
    • Google Analytics Resources
      Google Conversion University
      Google Analytics Blog
      http://www.youtube.com/user/googleanalytics
      http://www.kaushik.net/avinash/
      Google URL Builder
      Calculating the $ Index Value
      www.higher-education-marketing.com
    • Contact Higher Education Marketing
      Philippe Taza
      514-312-3968
      ptaza@higher-education-marketing.com
      Scott Duncan
      416-418-7476
      sduncan@higher-education-marketing.com
      www.higher-education-marketing.com
    • Screenshots of Profile Configuration
      www.higher-education-marketing.com
    • Site Search / Finding the Query Parameter
      www.higher-education-marketing.com
    • Exclude Internal Traffic with a Filter
      Aim to have better data. Remove your internal traffic with an exclude filter
      www.higher-education-marketing.com
    • Site Search Configuration
      www.higher-education-marketing.com
    • How to Link Adwords and Google Analytics
      The user needs to have admin rights to the analytics account
      Use the same Google Account to link both services
      A Google Account is defined by an email address
      Enable Destination URL Autotagging to track keyword and campaign data from Adwords in Google Analytics
      • Apply Cost Data to your Google Analytics Account Profiles to import Adwords cost information
      www.higher-education-marketing.com
    • Include hbs.edu Host Name
      www.higher-education-marketing.com
    • “Extract Host Name” Filter
      www.higher-education-marketing.com
    • Advanced Filter: Extract Host Name why?
      www.higher-education-marketing.com
    • Common Educational Website Goals
      Goals are projected business end-points for visitors:
      Request a brochure
      Book a campus tour
      Request more information
      Apply
      www.higher-education-marketing.com
    • Calculating your Goal Values
      The goal value is to help monetize the true value of a completed website goal. It also enables the $ Index metric in the content reports.
      What percentage of your leads become students?
      8%
      What is the average tuition of your program?
      5000$
      Formula:
      8% X $5,000 = $400
      www.higher-education-marketing.com
    • Setting up the Request a Brochure Goal
      www.higher-education-marketing.com