Agile Marketing<br />With Cascade+<br />ANALYTICS +SPECTATE<br />Joel Dixon, Solutions Consultant (@joelddixon)<br />Kat L...
Marketing team<br />Content managers<br />IT staff<br />CMS<br />Social media<br />Analytics<br />2<br />People<br />Techn...
What a CMS won’t do . . .<br />Compensate for bad website info architecture<br />Create relevant, useful and quality conte...
Content Strategy<br />Post fresh content<br />What? When? Where?<br />Re-design (or Refine) your website<br />How do you k...
Embracing Web Analytics<br />#csuc11<br />5<br />
Why Analytics?<br />Content is King, But WHICH content? And is the RIGHT content being published out?<br />“We spend a hug...
The Data is Available<br />7<br />#csuc11<br />
But Data needs Context<br />“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in informa...
Data meet Context . . .<br />GOALS!<br />	   OBJECTIVES!<br />				OUTCOMES!<br />#csuc11<br />9<br />
Goals and Objectives are S.M.A.R.T.<br />10<br />Specific <br />Measurable <br />Attainable<br />Relevant<br />Time-bound<...
Outcomes 101<br />Outcomes matter, But the RIGHT outcomes matter most!<br />#csuc11<br />11<br />
Key Performance Indicators (KPIs)<br />Page views & unique visitors<br />Campus visit forms completed online<br />Clicks o...
Tracking Web Analytics<br />Start small by defining just a few measurable goals <br />Measure all conversions—macro and mi...
Analytics and KPIs …Dig Deeper<br />Average time per page vs. # of page views<br /> Mobile device page views  vs. Web brow...
Agile Marketing<br /><ul><li>Shorter, smaller campaigns
Measure everything, frequently
Inspect and adjust
Focus on fresh content
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Agile Marketing with Cascade, Analytics & Spectate

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While creating content and using social media seems to be fairly easy, understanding the correlation between your marketing-related actions and the results appears to remain a bit of a challenge. How do you know if your marketing campaigns are successful and produce the desired ROI? Joel Dixon and Kat Liendgens will discuss the characteristics of agile marketing including content strategy and web analytics

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  • ----- Meeting Notes (6/6/11 13:59) -----3 bullets
  • Agile Marketing with Cascade, Analytics & Spectate

    1. 1. Agile Marketing<br />With Cascade+<br />ANALYTICS +SPECTATE<br />Joel Dixon, Solutions Consultant (@joelddixon)<br />Kat Liendgens, COO (@katliendgens)<br />#csuc11<br />1<br />
    2. 2. Marketing team<br />Content managers<br />IT staff<br />CMS<br />Social media<br />Analytics<br />2<br />People<br />Technology<br />You’ve Got It All . . .<br />#csuc11<br />
    3. 3. What a CMS won’t do . . .<br />Compensate for bad website info architecture<br />Create relevant, useful and quality content<br />Resolve politics around web management & strategy<br />Solve your social media challenges<br />Replace a good CONTENT STRATEGY<br />#csuc11<br />3<br />
    4. 4. Content Strategy<br />Post fresh content<br />What? When? Where?<br />Re-design (or Refine) your website<br />How do you know what works and what doesn’t?<br />Be all over social media<br />Which channels? How do you calculate your ROI?<br />4<br />#csuc11<br />
    5. 5. Embracing Web Analytics<br />#csuc11<br />5<br />
    6. 6. Why Analytics?<br />Content is King, But WHICH content? And is the RIGHT content being published out?<br />“We spend a huge amount of time in higher ed maintaining content that has little return on investment.”<br />- Michael Vedders, Director of Web Services at Bethel University in Minnesota <br />#csuc11<br />6<br />
    7. 7. The Data is Available<br />7<br />#csuc11<br />
    8. 8. But Data needs Context<br />“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?”<br /> - T. S. Eliot <br />8<br />#csuc11<br />
    9. 9. Data meet Context . . .<br />GOALS!<br /> OBJECTIVES!<br /> OUTCOMES!<br />#csuc11<br />9<br />
    10. 10. Goals and Objectives are S.M.A.R.T.<br />10<br />Specific <br />Measurable <br />Attainable<br />Relevant<br />Time-bound<br />#csuc11<br />
    11. 11. Outcomes 101<br />Outcomes matter, But the RIGHT outcomes matter most!<br />#csuc11<br />11<br />
    12. 12. Key Performance Indicators (KPIs)<br />Page views & unique visitors<br />Campus visit forms completed online<br />Clicks on admissions form “Apply Now” button<br />Completed admissions applications<br />12<br />#csuc11<br />
    13. 13. Tracking Web Analytics<br />Start small by defining just a few measurable goals <br />Measure all conversions—macro and micro <br />Focus on trends, not just raw data<br />Segment data as much as possible<br />Based on stated objectives, analyze the data to inform your website content decisions.<br />#csuc11<br />13<br />
    14. 14. Analytics and KPIs …Dig Deeper<br />Average time per page vs. # of page views<br /> Mobile device page views vs. Web browser page views<br /> # of comments on blog posts, video or fan page <br />Segment traffic by social media referral channel<br />14<br />#csuc11<br />
    15. 15. Agile Marketing<br /><ul><li>Shorter, smaller campaigns
    16. 16. Measure everything, frequently
    17. 17. Inspect and adjust
    18. 18. Focus on fresh content
    19. 19. Use social media to promote your content
    20. 20. Calculate your ROI</li></ul>15<br />#csuc11<br />
    21. 21. Social Media ROI<br />Naysayers:<br />"What's the ROI on social media? I don't know, what's the ROI on our phone system?”<br />Bean-counters<br />“People who say you cannot measure social media are lazy.”<br />Explorers<br />“What is the ROI of worrying about ROI of social media?”<br />#csuc11<br />16<br />
    22. 22. Q & A<br />#csuc11<br />17<br />
    23. 23. Thank you<br />Joel Dixon <br />Solutions Consultant<br />joel.dixon@hannonhill.com<br />@joelddixon<br />Kat Liendgens<br />Chief Operating Officer<br />kat.liendgens@hannonhill.com<br />@katliendgens<br />18<br />Contact Information<br />#csuc11<br />

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