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In this talk, Bart Caylor, President of Caylor Solutions, will discuss how to leverage web analytics such as Google Analytics and other popular tools to better understand how users are engaging with your website and digital assets and to predict and anticipate their needs and improve the website conversions. There will also be discussion about the future of Big Data and how new business tools could be adapted to the higher ed admissions process.

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Naccap presentation

  1. 1. Leveraging Web Analytics To Increase the Funnel Bart Caylor Caylor Solutions
  2. 2. Introduction • Caylor Solutions • Anderson • 15+ years in Higher Ed • Taylor • 20 years in corporate + • Huntington non-profit, etc. • Trinity International • New agency model • Marian University • Previous experience • IUPUI +20 schools
  3. 3. Web Analytics Defined The analysis of qualitative and quantitative data from your website and the competition 1. To drive a continual improvement of the online experience of your customers and prospects 2. Which translates into your desired outcomes (online and offline) Avinash Kaushik, Web Analytics in an Hour a Day
  4. 4. Types of Analytics Tools • Clickstream Analysis • Competitive Intelligence Tools • Experimentation & Testing Tools • Voice of Customer • Social Analysis
  5. 5. Clickstream Analysis • Google Analytics • Yahoo Web Analytics • CrazyEgg.com • Others: Web Trends, Omniture, Woopra, Formstack, etc.
  6. 6. Competitive Intelligence • Complete.com • Spyfu.com • Quantcast.com • Alexa.com
  7. 7. Experimentation & Testing • Google Website Optimizer • Optimizely • Custom
  8. 8. Voice of Customer • 4Q by iPerceptions • KissInsights • ClickTale
  9. 9. Social Analysis • Facebook Insights • Twitalyzer • Radian 6 • Google Alerts
  10. 10. Enrollment Funnel • Inquiry and Application Analysis to improve flow • Review of returning prospects and tracking - VOC • Continual improvements with A|B testing: CTA, Visit Registration, Incentives, etc. • Communication flow analysis and improvements • SEO and PPC opportunities with competitive analysis of key competitors for stealth apps
  11. 11. Big Data Defined Walmart handles more than 1 million customer transactions every hour, which is imported into databases estimated to contain more than 2.5 petabytes of data - the equivalent of 167 times the information contained in all the books in the US Library of Congress
  12. 12. Future Impact • Data intelligence on each inquiry at a counselor’s fingertips - Rapportative.com • Refined Search • Refined Communications Flow planning • Customer Relationship Management enhanced • Better predictive modeling
  13. 13. Next Steps • Develop strategy on how to leverage analytics for your institution and enrollment process • Work with web team to begin looking at digital marketing analysis tools • Invest resources (time, budget) to understand how your digital tools are being used and look for “low hanging fruit” for continual improvement • Learn, Learn, Learn
  14. 14. Questions caylor@caylor-solutions.com

In this talk, Bart Caylor, President of Caylor Solutions, will discuss how to leverage web analytics such as Google Analytics and other popular tools to better understand how users are engaging with your website and digital assets and to predict and anticipate their needs and improve the website conversions. There will also be discussion about the future of Big Data and how new business tools could be adapted to the higher ed admissions process.

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