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.
Leveraging Web Analytics To Increase the Funnel Bart Caylor Caylor Solutions
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
Web Analytics Defined The analysis of qualitative and quantitative data from your website and the competition1. To drive a continual improvement of the online experience of your customers and prospects2. Which translates into your desired outcomes (online and offline) Avinash Kaushik, Web Analytics in an Hour a Day
Types of Analytics Tools• Clickstream Analysis• Competitive Intelligence Tools• Experimentation & Testing Tools• Voice of Customer• Social Analysis
Clickstream Analysis• Google Analytics• Yahoo Web Analytics• CrazyEgg.com• Others: Web Trends, Omniture, Woopra, Formstack, etc.
Experimentation & Testing• Google Website Optimizer• Optimizely• Custom
Voice of Customer• 4Q by iPerceptions• KissInsights• ClickTale
Social Analysis• Facebook Insights• Twitalyzer• Radian 6• Google Alerts
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
Big Data DefinedWalmart handles more than 1 millioncustomer transactions every hour,which is imported into databasesestimated to contain more than 2.5petabytes of data - the equivalentof 167 times the informationcontained in all the books in theUS Library of Congress
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
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