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

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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