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Northwestern Engineering + Converge: The Diamond in the Data

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Using Data to Inform, Create and Evaluate Digital ROI. As presented at AMA Symposium for the Marketing of Higher Education 2017.

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Northwestern Engineering + Converge: The Diamond in the Data

  1. 1. The Diamond in the Data: Using Data to Inform, Create and Evaluate Digital ROI
  2. 2. INTRODUCTIONS What was your first concert? Name something we wouldn’t guess about you. What’s your favorite city?
  3. 3. OVERVIEW The Diamond in The Data: Using Data to Inform, Create & Evaluate Digital ROI Data to Inform STRATEGY Data to Inform RESULTS Data to Inform PERFORMANCE
  4. 4. Fun with Northwestern Engineering Acronyms MSIT MEM MSIA MSR MBP MPM EMDC MPD2 EDI MSAI *Can anyone name all 10 of these acronyms?
  5. 5. History of Digital Marketing @ Northwestern
  6. 6. Digital Marketing @ Northwestern Engineering Strengths WEAKNESSES OPPORTUNITIES THREATS • Prestige of brand • Strong existing programs • Cohesive marketing efforts • Benchmark data • Buy-in from program directors • Transparency of data • Quantity v. quality of leads • Coordination between programs • Stakeholder communication • Improved reporting • Segmentation of engineers by program • Increased marketplace competition • Over segmentation of audiences • Multiple rounds of discovery
  7. 7. Digital Marketing @ Northwestern Engineering WEAKNESSES OPPORTUNITIES • Buy-in from program directors • Transparency of data • Quantity v. quality of leads • Coordination between programs • Stakeholder communication • Improved reporting • Segmentation of engineers by program STRATEGY STRATEGY • Dean-level approval and messaging • Emphasis on reporting • Ongoing evaluation and optimization • Singular agency resource for management • Over-communicate in early stages • Develop self-serve tools • Collaborate with programs to enhance optimization
  8. 8. Collecting and using data. Data to Inform Digital Strategy
  9. 9. DIGITAL ENROLLMENT FUNNEL AWARENESS CONSIDERATION INQUIRY APPLICATION/ ENROLLMENT Display Advertising | Video & Social Advertising | Career Fairs | Traditional Media Webinars & Info Sessions | Program Pages Blog Content & Resources Landing Pages | Website RFI Email Contact Started | Completed Deposited
  10. 10. NOT ALL ENGINEERS ARE THE SAME. WHAT DATA DO WE HAVE?
  11. 11. DATA TO INFORM MESSAGING RIGHT MESSAGE. RIGHT TIME.
  12. 12. DATA TO INFORM MESSAGING CUSTOMIZE + CONVERT
  13. 13. AUDIENCE SEGMENTATION FACEBOOK LOOKALIKE
  14. 14. AUDIENCE SEGMENTATION LINKEDIN TARGETING
  15. 15. #NEWANDNEXT LINKEDIN WEBSITE DEMOGRAPHIC DATA
  16. 16. #NEWANDNEXT MESSAGE CREATION
  17. 17. Optimizing and enhancing results. Data to Inform Performance
  18. 18. WEEKLY OPTIMIZATIONS FINETUNING CAMPAIGNS Average 2-4 hours each week in optimizations.
  19. 19. DEFINING CHANNELS HIGH-IMPACT TARGETING
  20. 20. 30 DAYS BEFORE EVENT: 70% of CTAs focused on resource downloads
  21. 21. 14 DAYS BEFORE EVENT: 70% of CTAs focused on info sessions
  22. 22. QUALITATIVE DATA STAKEHOLDER INSIGHTS
  23. 23. #NEWANDNEXT THE 6-SECOND VIDEO THE HOW: Don’t rely on sound – nobody likes autoplay. | Reach for authenticity over quality. | Optimize for mobile.
  24. 24. #NEWANDNEXT LINKEDIN VIDEO ADS BETA EARLY ACCESS The video ads will autoplay and appear as standalone unit with a “Promoted” label to distinguish them as paid content. They are only being tested on mobile at this time.
  25. 25. You get what you measure. Using Data to Improve Results
  26. 26. AWARENESS CONSIDERATION INQUIRY APPLICATION/ ENROLLMENT Impressions | Reach | Page Views | Video Plays Time on Page | Number of Pages Viewed Webinar & info Session Sign Ups | Clicks & Opens Form Conversions | Email Contact Resume Reviews & Interviews Started | Completed Deposited DIGITAL ENROLLMENT FUNNEL
  27. 27. • But it’s difficult to measure brand recognition and recall. • But it’s difficult to connect data from one device to the next. • But it’s difficult to attribute ROI through multiple touch points. • You can measure impressions and clicks… • You can segment your data by device… • You can track conversions and engagement by channel… WHAT YOU CAN MEASURE (AND WHAT’S STILL CHALLENGING)
  28. 28. • Individual meetings with stakeholders • Review performance, creative, and trends by individual program • Collaborative plan developed for next 3 months QUARTERLY CAMPUS REPORTS SHARING DATA WITH STAKEHOLDERS
  29. 29. FULL FUNNEL REPORTING LEAD TO ENROLLMENT ROI Prospect Data Enrolled Student
  30. 30. • One key lesson: Digital marketing is eminently measurable, but only when prospects take the actions we desire. Measuring by CTA has limitations. • Reporting to understand: • How are impressions driving later traffic and conversions? • What is the impact of digital brand advertising without CTA? • How does the student experience vary across programs? • How do we prevent a rush to judgment as we optimize and improve? A DOUBLE-EDGED SWORD RECOGNIZING LIMITATIONS
  31. 31. #NEWANDNEXT GOOGLE DATA STUDIO
  32. 32. #NEWANDNEXT Google 360 Attribution
  33. 33. #NEWANDNEXT
  34. 34. • Collect and analyze data to take your digital strategy to new heights. • Communication is critical – within the school and with agency partners. Have “tough” conversations early and often. • Paint a crystal clear picture of ROI with accurate data tracking and consistent reporting. KEY TAKEAWAYS.
  35. 35. THANK YOU. QUESTIONS? @convergeorg convergeconsulting.org #convergepresents @northwesterneng mccormick.northwestern.edu
  36. 36. FREE RESOURCE: THE DIGITAL ADVERTISING ROI BENCHMARK This ebook walks through how to calculate and apply a metric called Breakeven Cost-per- Lead (CPL) to determine if your campaigns are yielding a positive return. Download Now

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