Data Driven Marketing Strategy Webinar by Beacon Technologies with Hannon Hill


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For most organizations in higher education there are several specific challenges when it comes to utilizing data within their marketing strategies. Join us for this webinar as Brad Henry from Hannon Hill partner Beacon Technologies addresses some of the more common issues associated with data collection and utilization with high level tactics for addressing these. Highlights will include Google Analytics, using data to drive your strategy, information overload, the length of admissions cycles, and attribution modeling. The presentation will be followed by a Q&A with the presenter.

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Data Driven Marketing Strategy Webinar by Beacon Technologies with Hannon Hill

  1. 1. 5 things you must consider for a data driven marketing strategy October 23, 2012 Agenda Google Analytics Using data to drive your strategy Information overload Length of Admissions cycles Attribution Modeling
  2. 2. Introduction What drives your decision making? Creativity, Experience, Processes, Budgets, Gut Feeling It’s what we’ve always done. + Information Confidential - Beacon Technologies 2
  3. 3. 1. Google Analytics The underlying platform that allows your organization to collect information from your digital experience and organize it in a fashion you can use for decision making. Confidential - Beacon Insights Technologies 3
  4. 4. 1. Google Analytics Two competing forces in higher education: • Division/Separation of data ownership • Necessity for session information to remain intact Application Sites Admissions .EDU Athletics Colleges Confidential - Beacon Technologies 4
  5. 5. 1. Google Analytics Why is single session information important? • Determine which sources are driving most effective traffic for various purposes • Determine which actions on the website are most effective for driving various conversions • Minimize skewed KPIs such as Page Depth, time on site, bounce rates Confidential - Beacon Technologies 5
  6. 6. 1. Google Analytics What do I want visitors to do once they get to my website? How do I lead visitors to what I want them to do? Information Solution Creativity Challenge Budget Confidential - Beacon Technologies 6
  7. 7. 1. Google Analytics What are some common Goals to track? • Accessing admissions requirements page • Downloading an admissions information packet • Signing up for email list • Site registration or creation of account • Calling the admissions department • Contact us submissions • Downloading financial aid information, • Research scholarships & grants • Register for an admissions/campus event (open house) • Starting an application • Completion and submission of an application Confidential - Beacon Technologies 7
  8. 8. 2. Using Data to Drive Your Strategy Your website is a platform for conveying your value within your market space. You introduce your product, your price, and your promotion (if any) in an attempt to increase perceived value. What website analytics will do: Measures how effectively your website is at conveying your selected message. What website analytics won’t do: Understand the psychology behind the actions. Confidential - Beacon Technologies 8
  9. 9. 1. Using Data to Drive Your Strategy Two major types of information we should utilize: 1. Quantitative: Helps answers the “What happened” 2. Qualitative: Helps answers the “Why it happened” Confidential - Beacon Technologies 9
  10. 10. 2. Using Data to Drive Your Strategy Before ever starting a PPC campaign, sending a direct mail, scheduling admissions events, or tailoring your marketing message, understanding the current perception of your target audience will allow you to sculpt your marketing message to specifically target their underlying needs. News and PR Friends Alumni Parents Your website Social Media Marketing campaigns Confidential - Beacon Technologies 10
  11. 11. 2. Using Data to Drive Your Strategy Getting to the root cause of the why’s? • How does your audience think of your organization in relation to their next selection? • Did this perception change for the good/bad after attending an admissions event? • What do students/parents consider most important in their decision making process? • Do they consider student experience or post-grad opportunities more important? • At what point in life do you first recall hearing about your organization and how has your perception changed over time? • What in their minds separates your organization from others? Confidential - Beacon Technologies 11
  12. 12. 2. Using Data to Drive Your Strategy What are the steps I need to take? • Identify weak performing areas on the website • Gather your marketing team and start asking questions – Don’t answer your questions, just figure out what are the right types of questions to ask. • Evaluate historical marketing campaigns to see what components of those worked and which didn’t • Determine segmentations • Develop hypotheses Confidential - Beacon Technologies 12
  13. 13. 2. Using Data to Drive Your Strategy How do I organize the information to be meaningful? • Tally your responses • Create averages by your segments • Use pivot tables to view it from various angles • Trends and patterns will emerge Confidential - Beacon Technologies 13
  14. 14. 2. Using Data to Drive Your Strategy Use the data to prove/disprove your hypothesis and learn new insights. This information will help you shape the marketing message that gets amplified through your website and campaigns. The right message Confidential - Beacon Technologies 14
  15. 15. 3. Information Overload There’s too much information! • Qualitative “From the beginning of recorded time until • Website Analytics 2003, humans created five billion gigabytes of information (five exabytes). Last year, • Webmaster tools the same amount of information was • Google Insights created every two days.” • Admissions Data Dave Turek, Executive in charge of • CRM Data Supercomputer development for IBM • Offline Campaign data • Competitive Information • Industry Information Confidential - Beacon Technologies 15
  16. 16. 3. Information Overload Breakdown of time spent across data collection points Confidential - Beacon Technologies 16
  17. 17. 4. Length of Admissions Cycle The decision to not only attend college but in determining which college begins early in high school. Opinions are formed over an extended period of time – which may be take years. How do I measure the success of marketing if I won’t see potential results for years? Confidential - Beacon Technologies 17
  18. 18. 4. Length of Admissions Cycle• Set proper expectations for efforts for each stage• Understand the variances in needs for prospects in different stages Confidential - Beacon Technologies 18
  19. 19. 5. Attribution Modeling • Most people in your target audience will be accessing your website from multiple devices. (home computer, mobile device, tablet, work computer, etc…) • Most people in your audience won’t accomplish everything in one visit. • Most people in your audience won’t come back to your website the exact same way they previously came. This creates a fragmented experience through the admissions cycle by breaking the user into different sources, mediums, and devices. Confidential - Beacon Technologies 19
  20. 20. 5. Attribution Modeling What source actually gets credit for the conversion? First Click? Last Click? Confidential - Beacon Technologies 20
  21. 21. 5. Attribution Modeling Measuring assist value versus first or last click value: Confidential - Beacon Technologies 21
  22. 22. 5. Attribution Modeling How do I know which efforts are effective? • KPIs by phase in admissions cycle • Centralized conversion database • Import your offline goals into your website analytics platform • Split/control testing with geographic regions • Custom Variables Confidential - Beacon Technologies 22
  23. 23. Summary 1. Make sure you are getting clean and reliable analytics 2. Fully understand current brand perceptions 3. Contrast brand perceptions to what you want to convey 4. Segment your admissions cycle 5. Deploy marketing campaigns 6. Measure impacts 7. Optimize Data Information Collection 8. Repeat Actions Insights Confidential - Beacon Technologies 23
  24. 24. Questions? Need Help or Have Questions with any of these data considerations? Contact Us: Brad Henry: Rick Boccard: Follow us: Twitter: @beacontec Facebook: Blog: URL: Confidential - Beacon Technologies 24