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How data is being used to engage uni students

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As education options diversify, it’s more important than ever to keep uni students engaged and happy on campus. This presentation will address how data is being used to engage uni students, demonstrating the ground-breaking approach that the Macquarie University Campus Life team are undertaking to transform their student experience.

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How data is being used to engage uni students

  1. 1. Data Engaging Students Presented at CampusLink, September 2014, Sydney © 2014 Zuni | All Rights Reserved | Confidential
  2. 2. Hi, I’m Valentina Co-owner & Client Relationship Director of specialist digital agency Zuni Current clients include Macquarie University, TAFE Michael Hill, NRMA, Lend Lease, ABC Music, Universal Music 20 years agency-side experience © 2014 Zuni | All Rights Reserved | Confidential
  3. 3. Data is VERY important © 2014 Zuni | All Rights Reserved | Confidential
  4. 4. Digital Strategy Process Document the business objectives and the expectation of digital’s role in achieving them, as well as current asset performance Understand key target audiences, their online behaviour and determine how they use digital as part of the customer journey to purchase / engage with the product / service Review the broader market and competitive environment Develop an overarching framework that outlines how the various elements of digital work in harmony to achieve the objectives Develop specific executional plans that can be implemented © 2014 Zuni | All Rights Reserved | Confidential
  5. 5. Primary Objectives © 2014 Zuni | All Rights Reserved | Confidential
  6. 6. UNDERSTAND THE TARGET AUDIENCE Map out how the target audience uses digital channels to engage with the problem area / solution options and brands, focusing on understanding their digital behaviour and requirements. Key areas of focus: • What does the customer journey for the product / service look like • How is digital used as part of that process • What users want – functionality, channel and content • Differences between target audiences • Frequency of visits
  7. 7. How we understood student needs 1. On-site interviews, in their environment 2. Campus Surveys 3. Research insights 4. Feedback Reports 5. Public Research / Reports © 2014 Zuni | All Rights Reserved | Confidential
  8. 8. Awareness • Disparate digital channels • Disparate physical locations • Disparate social groupings • No reliable means of broadcasting to students • Untargeted broadcast becomes background noise © 2014 Zuni | All Rights Reserved | Confidential
  9. 9. Convenience • Disparate physical locations • Disparate timetables • Students actively create whole days on campus to reduce number of days on campus each week © 2014 Zuni | All Rights Reserved | Confidential
  10. 10. Interest • Disparate interests • Students would rather hear about nothing than hear about everything • Potentially nothing happening of interest to a given student © 2014 Zuni | All Rights Reserved | Confidential
  11. 11. © 2014 Zuni | All Rights Reserved | Confidential Email • Limited access to personal email addresses • Most students don’t check university email addresses • Some student groups (clubs, groups) have personal email addresses
  12. 12. In summary… • No reliable digital broadcast channel • Facebook Pages centered around an event, an interest category, a shared circumstance and a venue • Product-centric website used by people after specific information, not as a destination in itself © 2014 Zuni | All Rights Reserved | Confidential
  13. 13. THE CHALLENGE To make a diverse audience aware of campus activities that suit their specific interests and circumstances. © 2014 Zuni | All Rights Reserved | Confidential
  14. 14. Data Enabling Personalisation Basic email sending Basic reporting © 2014 Zuni | All Rights Reserved | Confidential PERSONALISED CONTENT: Segmented based on purchase behaviour 1:1 CUSTOMER EXPERIENCE: When the customer wants, in the channel they want, based on behaviour in multiple channels TOOLSET & INTEGRATION TIME & DATA CAPTURE
  15. 15. © 2014 Zuni | All Rights Reserved | Confidential
  16. 16. Student-centric engagement CAMPUS LIFE PLATFORM Group and Event Management System Preferences/Data Social Website © 2014 Zuni | All Rights Reserved | Confidential ADMINS Student Email STUDENT
  17. 17. Student-centric engagement AUTOMATED CAMPUS LIFE MARKETING PLATFORM Group and Event Management System DATA Preferences/Data JOURNEY Social Website © 2014 Zuni | All Rights Reserved | Confidential ADMINS Student Email STUDENT
  18. 18. Student-centric engagement, based on their own data © 2014 Zuni | All Rights Reserved | Confidential
  19. 19. © 2014 Zuni | All Rights Reserved | Confidential
  20. 20. © 2014 Zuni | All Rights Reserved | Confidential
  21. 21. © 2014 Zuni | All Rights Reserved | Confidential
  22. 22. © 2014 Zuni | All Rights Reserved | Confidential
  23. 23. © 2014 Zuni | All Rights Reserved | Confidential
  24. 24. © 2014 Zuni | All Rights Reserved | Confidential
  25. 25. ? Questions Valentina Borbone Client Relationship Director e: valentina.borbone@zuni.com.au w: www.zuni.com.au p: 02 9516 5480 t: valentina1975 l: au.linkedin.com/in/valentinaborbone/ © 2014 Zuni | All Rights Reserved | Confidential

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