Higher Education Marketing Webinar<br />How to Configure Google Analytics to Optimize your College's Marketing Initiatives...
Webinar Objectives<br />Configure Google Analytics<br />Analyze Visitor Traffic<br />Implement Continuous Improvement Proc...
Webinar Agenda<br />create student/audience profiles<br />sub-domain and cross domain tracking<br />Track specific audienc...
Using Personas to understand student/audience profiles <br />Personas represent user types within a targeted demographic<b...
The Life Cycle of a “Prospect”<br />www.higher-education-marketing.com<br />
Student Persona Life Cycle<br />www.higher-education-marketing.com<br />
Defining a Persona<br />Target Market (geo, semantic, age, etc.)<br />Objectives you want to attain with that group?<br />...
Persona: Harvard MBA Executive Education<br />www.higher-education-marketing.com<br />
Mapping of outcomes & metrics for “Attract” Stage<br />Marketing Tactics used to engage with Persona<br /><ul><li>Facebook
LinkedIn
AdWords
Email Newsletter
Newspapers</li></ul>www.higher-education-marketing.com<br />
Mapping of outcomes & metrics for “Convert” Stage<br />www.higher-education-marketing.com<br />
Google Analytics Configuration<br />How does Google Analytics Work?<br />Cross domain & sub domain tracking<br />Modifying...
How does Google Analytics Work?<br /> Google Analytics is hosted by Google (SaaS)<br />It uses JavaScript code and First P...
1st party vs. 3rd party cookies<br />A cookie is a small text file that the website you visit stores in your web browser<b...
Google Analytics uses these 5 Cookies<br />Sample Google Analytics Cookie:<br />53195706.354747012.1232214650.1264371284.1...
Why Cross Domain Tracking?<br />www.higher-education-marketing.com<br />
Why Subdomain Tracking?<br />www.higher-education-marketing.com<br />
The case for tracking visits across domains and subdomains<br />Click Path for Requesting a Brochure from Harvard Business...
Harvard.edu GA Code<br /><script type="text/javascript"><br />var _gaq = _gaq || [];<br />  _gaq.push(['_setAccount', 'UA-...
HBS.edu GA Code<br /><script type="text/javascript"><br />var _gaq = _gaq || [];<br />  _gaq.push(['_setAccount', 'UA-5847...
Pass 1st Party Cookie info using this Link or link by post method<br />This method is only needed between links & forms fo...
Google Analytics Profile Check List<br />Setup Harvard.edu Catch All Profile<br />Setup Extract Host Name Filter<br />Setu...
Harvard Business School Profile setup<br />Profile Name: Harvard Business School<br />Domain: www.hbs.edu/<br />Subdomain:...
Driving ROI using Google Analytics<br />Facebook<br />Email Campaigns<br />AdWords<br />Newspapers<br />www.higher-educati...
Tag your Marketing with the URL Builder<br />www.higher-education-marketing.com<br />
Facebook<br />www.higher-education-marketing.com<br />
Email Campaigns<br />www.higher-education-marketing.com<br />
Newspapers<br />www.higher-education-marketing.com<br />
Google AdWords<br />www.higher-education-marketing.com<br />
Sample KPI Dashboard<br />www.higher-education-marketing.com<br />
Process for Continuous Improvement<br />Monitor Regularly your KPIs<br />Setup Automated Reports<br />Split A/B Testing<br...
Webinar Recap<br />effectively analyze visitor traffic <br />create student/audience profiles<br />define website marketin...
Google Analytics Resources<br />Google Conversion University<br />Google Analytics Blog<br />http://www.youtube.com/user/g...
Contact Higher Education Marketing<br />Philippe Taza<br />514-312-3968<br />ptaza@higher-education-marketing.com<br />Sco...
Screenshots of Profile Configuration<br />www.higher-education-marketing.com<br />
Site Search / Finding the Query Parameter<br />www.higher-education-marketing.com<br />
Exclude Internal Traffic with a Filter<br />Aim to have better data. Remove your internal traffic with an exclude filter<b...
Site Search Configuration<br />www.higher-education-marketing.com<br />
How to Link Adwords and Google Analytics<br />The user needs to have admin rights to the analytics account<br />Use the sa...
Include hbs.edu Host Name<br />www.higher-education-marketing.com<br />
“Extract Host Name” Filter<br />www.higher-education-marketing.com<br />
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Transcript of "How to configure google analytics to optimize your college's marketing initiatives"

  1. 1. Higher Education Marketing Webinar<br />How to Configure Google Analytics to Optimize your College's Marketing Initiatives<br />
  2. 2. Webinar Objectives<br />Configure Google Analytics<br />Analyze Visitor Traffic<br />Implement Continuous Improvement Process<br />www.higher-education-marketing.com<br />
  3. 3. Webinar Agenda<br />create student/audience profiles<br />sub-domain and cross domain tracking<br />Track specific audiences and traffic segments with multiple profiles<br />define website marketing goals<br />enable site search and Google AdWords integration<br />Google Analytics Resources<br />www.higher-education-marketing.com<br />
  4. 4. Using Personas to understand student/audience profiles <br />Personas represent user types within a targeted demographic<br />http://en.wikipedia.org/wiki/Persona_(marketing)<br />Your website’s interaction with these user types can be broken up into stages, called life cycles<br />
  5. 5. The Life Cycle of a “Prospect”<br />www.higher-education-marketing.com<br />
  6. 6. Student Persona Life Cycle<br />www.higher-education-marketing.com<br />
  7. 7. Defining a Persona<br />Target Market (geo, semantic, age, etc.)<br />Objectives you want to attain with that group?<br />Goals you want that group of visitors to accomplish on the website<br />www.higher-education-marketing.com<br />
  8. 8. Persona: Harvard MBA Executive Education<br />www.higher-education-marketing.com<br />
  9. 9. Mapping of outcomes & metrics for “Attract” Stage<br />Marketing Tactics used to engage with Persona<br /><ul><li>Facebook
  10. 10. LinkedIn
  11. 11. AdWords
  12. 12. Email Newsletter
  13. 13. Newspapers</li></ul>www.higher-education-marketing.com<br />
  14. 14. Mapping of outcomes & metrics for “Convert” Stage<br />www.higher-education-marketing.com<br />
  15. 15. Google Analytics Configuration<br />How does Google Analytics Work?<br />Cross domain & sub domain tracking<br />Modifying the Google Analytics Tracking code<br />www.higher-education-marketing.com<br />
  16. 16. How does Google Analytics Work?<br /> Google Analytics is hosted by Google (SaaS)<br />It uses JavaScript code and First Party Cookies to collect the web data<br />All data collected by GA is anonymous<br />GA does not report on personally identifiable information<br />GA does not share any data with a 3rd party<br />www.higher-education-marketing.com<br />
  17. 17. 1st party vs. 3rd party cookies<br />A cookie is a small text file that the website you visit stores in your web browser<br />1st party cookies are issued by the website (domain) you are visiting<br />3rd party cookies are stored by another website (domain)<br />1st party cookies are widely accepted<br />3rd party cookies are often blocked by users and browsers<br />www.higher-education-marketing.com<br />
  18. 18. Google Analytics uses these 5 Cookies<br />Sample Google Analytics Cookie:<br />53195706.354747012.1232214650.1264371284.1264481927.214<br />www.higher-education-marketing.com<br />
  19. 19. Why Cross Domain Tracking?<br />www.higher-education-marketing.com<br />
  20. 20. Why Subdomain Tracking?<br />www.higher-education-marketing.com<br />
  21. 21. The case for tracking visits across domains and subdomains<br />Click Path for Requesting a Brochure from Harvard Business School for their Executive Education<br />www.higher-education-marketing.com<br />
  22. 22. Harvard.edu GA Code<br /><script type="text/javascript"><br />var _gaq = _gaq || [];<br /> _gaq.push(['_setAccount', 'UA-5847550-3']);<br /> _gaq.push(['_setDomainName', 'harvard.edu']);<br /> _gaq.push(['_setAllowLinker', true]);<br /> _gaq.push(['_setAllowHash', false]);<br /> _gaq.push(['_trackPageview']);<br /> (function() {<br />varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;<br />ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';<br />var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);<br /> })();<br /></script><br />www.higher-education-marketing.com<br />
  23. 23. HBS.edu GA Code<br /><script type="text/javascript"><br />var _gaq = _gaq || [];<br /> _gaq.push(['_setAccount', 'UA-5847550-3']);<br /> _gaq.push(['_setDomainName', 'hbs.edu']);<br /> _gaq.push(['_setAllowLinker', true]);<br /> _gaq.push(['_setAllowHash', false]);<br /> _gaq.push(['_trackPageview']);<br /> (function() {<br />varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;<br />ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';<br />var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);<br /> })();<br /></script><br />www.higher-education-marketing.com<br />
  24. 24. Pass 1st Party Cookie info using this Link or link by post method<br />This method is only needed between links & forms for cross domain, not sub domains<br /><a href="http://www.harvard.edu" onclick="gaq.push(`_link`,`http:``www.hbs.edu`]); return false;">Harvard Business School</a><br /><a href="http://www.hbs.edu" onclick="gaq.push(`_link`,`http:``www.harvard.edu`]); return false;">Harvard University</a><br />www.higher-education-marketing.com<br />
  25. 25. Google Analytics Profile Check List<br />Setup Harvard.edu Catch All Profile<br />Setup Extract Host Name Filter<br />Setup HBS.edu Profile<br />Setup Extract Host Name Filter<br />Setup Include Host Name Filter<br />Setup Exclude Phil IP<br />Setup Site Search<br />Setup Request Brochure Goal<br />www.higher-education-marketing.com<br />
  26. 26. Harvard Business School Profile setup<br />Profile Name: Harvard Business School<br />Domain: www.hbs.edu/<br />Subdomain: www.exed.hbs.edu/<br />Configuring Site Search / Query Parameter:<br />Profile Filters<br />Extract Host Name<br />Include hostname<br />Exclude Internal IP Traffic<br />Website Goals<br />Request a Brochure<br />Form page: www.exed.hbs.edu/admissions/Pages/request.aspx<br />Thank you page: www.exed.hbs.edu/Pages/request-thanks.aspx<br />www.higher-education-marketing.com<br />
  27. 27. Driving ROI using Google Analytics<br />Facebook<br />Email Campaigns<br />AdWords<br />Newspapers<br />www.higher-education-marketing.com<br />
  28. 28. Tag your Marketing with the URL Builder<br />www.higher-education-marketing.com<br />
  29. 29. Facebook<br />www.higher-education-marketing.com<br />
  30. 30. Email Campaigns<br />www.higher-education-marketing.com<br />
  31. 31. Newspapers<br />www.higher-education-marketing.com<br />
  32. 32. Google AdWords<br />www.higher-education-marketing.com<br />
  33. 33. Sample KPI Dashboard<br />www.higher-education-marketing.com<br />
  34. 34. Process for Continuous Improvement<br />Monitor Regularly your KPIs<br />Setup Automated Reports<br />Split A/B Testing<br />Prioritize your Efforts based on the most valuable pages – use the $index value<br />Follow authorities on Google Analytics (see resource list)<br />www.higher-education-marketing.com<br />
  35. 35. Webinar Recap<br />effectively analyze visitor traffic <br />create student/audience profiles<br />define website marketing goals<br />sub-domain and cross domain tracking<br />enable site search and Google AdWords integration<br />Track specific audiences and traffic segments with multiple profiles<br />implement advanced configuration techniques<br />implement a process for continuous improvement<br />Google Analytics Resources<br />www.higher-education-marketing.com<br />
  36. 36. Google Analytics Resources<br />Google Conversion University<br />Google Analytics Blog<br />http://www.youtube.com/user/googleanalytics<br />http://www.kaushik.net/avinash/<br />Google URL Builder<br />Calculating the $ Index Value<br />www.higher-education-marketing.com<br />
  37. 37. Contact Higher Education Marketing<br />Philippe Taza<br />514-312-3968<br />ptaza@higher-education-marketing.com<br />Scott Duncan<br />416-418-7476<br />sduncan@higher-education-marketing.com<br />www.higher-education-marketing.com<br />
  38. 38. Screenshots of Profile Configuration<br />www.higher-education-marketing.com<br />
  39. 39. Site Search / Finding the Query Parameter<br />www.higher-education-marketing.com<br />
  40. 40. Exclude Internal Traffic with a Filter<br />Aim to have better data. Remove your internal traffic with an exclude filter<br />www.higher-education-marketing.com<br />
  41. 41. Site Search Configuration<br />www.higher-education-marketing.com<br />
  42. 42. How to Link Adwords and Google Analytics<br />The user needs to have admin rights to the analytics account<br />Use the same Google Account to link both services<br />A Google Account is defined by an email address<br />Enable Destination URL Autotagging to track keyword and campaign data from Adwords in Google Analytics<br /><ul><li> Apply Cost Data to your Google Analytics Account Profiles to import Adwords cost information</li></ul>www.higher-education-marketing.com<br />
  43. 43. Include hbs.edu Host Name<br />www.higher-education-marketing.com<br />
  44. 44. “Extract Host Name” Filter<br />www.higher-education-marketing.com<br />
  45. 45. Advanced Filter: Extract Host Name why?<br />www.higher-education-marketing.com<br />
  46. 46. Common Educational Website Goals<br />Goals are projected business end-points for visitors: <br />Request a brochure<br />Book a campus tour<br />Request more information<br />Apply<br />www.higher-education-marketing.com<br />
  47. 47. Calculating your Goal Values<br />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.<br />What percentage of your leads become students?<br />8%<br />What is the average tuition of your program?<br />5000$<br />Formula:<br />8% X $5,000 = $400<br />www.higher-education-marketing.com<br />
  48. 48. Setting up the Request a Brochure Goal<br />www.higher-education-marketing.com<br />
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