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

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  • 1. Higher Education Marketing Webinar<br />How to Configure Google Analytics to Optimize your College's Marketing Initiatives<br />
  • 2. Webinar Objectives<br />Configure Google Analytics<br />Analyze Visitor Traffic<br />Implement Continuous Improvement Process<br />www.higher-education-marketing.com<br />
  • 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. 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. The Life Cycle of a “Prospect”<br />www.higher-education-marketing.com<br />
  • 6. Student Persona Life Cycle<br />www.higher-education-marketing.com<br />
  • 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. Persona: Harvard MBA Executive Education<br />www.higher-education-marketing.com<br />
  • 9. Mapping of outcomes & metrics for “Attract” Stage<br />Marketing Tactics used to engage with Persona<br /><ul><li>Facebook
  • 10. LinkedIn
  • 11. AdWords
  • 12. Email Newsletter
  • 13. Newspapers</li></ul>www.higher-education-marketing.com<br />
  • 14. Mapping of outcomes & metrics for “Convert” Stage<br />www.higher-education-marketing.com<br />
  • 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. 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. 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. 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. Why Cross Domain Tracking?<br />www.higher-education-marketing.com<br />
  • 20. Why Subdomain Tracking?<br />www.higher-education-marketing.com<br />
  • 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. 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. 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. 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. 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. 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. Driving ROI using Google Analytics<br />Facebook<br />Email Campaigns<br />AdWords<br />Newspapers<br />www.higher-education-marketing.com<br />
  • 28. Tag your Marketing with the URL Builder<br />www.higher-education-marketing.com<br />
  • 29. Facebook<br />www.higher-education-marketing.com<br />
  • 30. Email Campaigns<br />www.higher-education-marketing.com<br />
  • 31. Newspapers<br />www.higher-education-marketing.com<br />
  • 32. Google AdWords<br />www.higher-education-marketing.com<br />
  • 33. Sample KPI Dashboard<br />www.higher-education-marketing.com<br />
  • 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. 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. 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. 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. Screenshots of Profile Configuration<br />www.higher-education-marketing.com<br />
  • 39. Site Search / Finding the Query Parameter<br />www.higher-education-marketing.com<br />
  • 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. Site Search Configuration<br />www.higher-education-marketing.com<br />
  • 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. Include hbs.edu Host Name<br />www.higher-education-marketing.com<br />
  • 44. “Extract Host Name” Filter<br />www.higher-education-marketing.com<br />
  • 45. Advanced Filter: Extract Host Name why?<br />www.higher-education-marketing.com<br />
  • 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. 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. Setting up the Request a Brochure Goal<br />www.higher-education-marketing.com<br />

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