Measure Twice, Cut Once: A 7-Step Plan to Your Marketing Measurement Strategy in Higher Ed


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Twitter, Facebook, LinkedIn, blogs, email marketing, web advertising, mobile web and more: so many marketing and communication channels, so little time and money. With tight budgets and an ever increasing portfolio of new electronic tools, measurement isn’t optional anymore, but goes far beyond the creation of a Google Analytics account. Find out how to create and implement a measurement strategy that will inform your decisions and focus your efforts on what works in higher education and for your institution.

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  • A busy toolbox – a toolbox that has gotten even busier for the past 4 years as you can see: facebook, twitter, youtube, more recently foursquare, gowalla, the mobile web – And, it’s not over.
  • So this is the big question nowdays: what to cut, what should you cut? What can you cut?The good news is I have the answer. Here it is
  • Kind of obvious? You’re right, but what has really changed with this big digital take over we’ve all witnessed for the past 5 years is the fact that we don’t have to rely on hunches, guesses or mere opinions anymore
  • Are you ready for this? Last MayI did a survey about the state of higher ed online analytics to find out. The survey sample is 399 – which is enough to be representative.Most institutions are ready – 95% track their web traffic according to the survey.Quick question for you before we move to the next slide: who is using Google Analytics to track web traffic?
  • Well according to the survey, 92% of people who track data actually use Google Analytics.No wonder, it’s excellent, powerful and free. With this kind of help, we should all be spending countless hours analyzing the data to back up our decisions, right?Let me pause again and let me ask you about the time YOU spend working on analytics. Please raise your hand if you don’t spend any time – okMore than half of your time per week?Less than 2 hours per week?
  • Here it is. The marketers in the room will find it pretty straight forward – but the digital channel is just a another channel after all. Goals, KPIs, Strategy, Tracking Set up, Benchmarking, Analysis and Decisions.So let’s get started with Step 1
  • So, first we start with Goals – nothing new here, but it’s so tempting with cool technology to just run to the tools – that is always good to remember that we cannot do anything without setting up some goals – Take some time, write your marketing goals on a piece of paper so you can refer to them frequently – actually, why not even pin them on the wall of the marketing or web communication office?
  • Which would lead you to identify your key performace indicators – or success metrics as I prefer to call them
  • Once you have spelled out how success will look like with those success metrics or key performance indicators, you’ll be ready to work on your strategy. Define precisely what you will do to meet your goals – which channels, the type of tactics and down to the tools.
  • You need to plan your tracking activities to make sure you collect usable and insightful data.
  • Next step – benchmark! Look at what the competition – I mean your peer institutions – is doing.
  • On Facebook and Twitter, it’s easy to spy – For Web traffic, Google Analytics does offer you a benchmarking feature for visits, site bounce rate, pageviews, average time on site, # pages per visits and % new visits.Not bad, but far from perfection as it groups websites in 3 buckets (small, medium and large) by visits – while you’d like to compare your stats with your peer institutions or competitors.
  • So, once you have your data, some info about the competition, you’re finally ready to start analyzing results and trends. That work will help you in the last step of the plan
  • Making the decision – Give you a month, 6 month, a year and cut what’s not working – and don’t worry. If anybody asks why you cut a publication, a website and ditch Twitter all together, you can base your decisions on data – not hunches, guesses or opinions.
  • Here you have it your 7-step plan to your marketing measurement strategy. But I’m not done yet.
  • Measure Twice, Cut Once: A 7-Step Plan to Your Marketing Measurement Strategy in Higher Ed

    1. Measure Twice, Cut Once7-Step Plan to Your Marketing Measurement StrategyKarine Joly - @karinejoly<br />
    2. We’re not carpenters, but…<br />
    3. Busy toolbox<br />
    5. Meet the newHigher Ed Marketer<br />
    6. WHAT TO CUT??? <br />What to cut<br />
    7. WHAT’S NOT<br />WORKING! <br />What’s not working<br />
    9. 95%<br />track web traffic<br />The State of Higher Ed Online Analytics Survey – May 2010 (n=399)<br />
    10. 92%<br />The State of Higher Ed Online Analytics Survey – May 2010 (n=381)<br />
    11. 72%<br />less than 2 hrs/weekon Analytics<br />The State of Higher Ed Online Analytics Survey – May 2010 (n=381)<br />
    12. WHY SO LITTLE?<br />
    13. Online Analytics is like…<br />
    14. We think it’s hard, so we…<br />
    15. While Analytics Ninjas……scare us.<br />
    16. Get on the program!<br />
    17. Not convinced yet?<br />
    18. Sarah Behunek, Leeds School<br />
    19. Shelby Thayer, Penn State<br />
    20. 7-Step Plan<br />Goals<br />KPIs<br />Strategy, Channels & Tools<br />Tracking Set-up<br />Benchmark<br />Analyze<br />Make a decision<br />
    21. 1<br />GOALS<br />
    22. For example…<br /> Brand Awareness<br />Audience Engagement<br /> Applications & Donations<br />
    23. 2<br />Key <br />Performance<br />Indicators<br />
    24. SUCCESS METRICS<br /> Audience Engagement<br />Pages per visit<br />Average time on site<br />Visitor loyalty<br />Mentions on social media<br />
    25. SUCCESS METRICS<br /> Applications & Donations<br />Application CR<br />Donation conversion rate<br />% traffic to online forms<br />
    26. 3<br />STRATEGY<br />(CHANNELS+ TACTICS + TOOLS)<br />
    27. Audience Engagement<br /> Use social media<br />Post interesting and engaging content 5 days a week on Twitter and Facebook<br />Create retweeting/sharing contest where participants can win small prizes<br />….<br />
    28. 4<br />PLAN/START<br />TRACKING<br />
    29. Tag your campaigns<br /><br />
    30. Keep track of the tags<br />
    31. Set up goals & funnels<br />
    32. Set up custom reports<br />
    33. Facebook Insights<br />Thanks to Andrew Careaga – Missouri S &T – ( <br /><br />
    34. YouTube Insights<br />Thanks to Patric Lane - University of North Carolina at Chapel Hill (<br />
    35. Set up a dashboard<br />
    36. 5<br />BENCHMARK<br />
    37. GA Benchmarking<br />Thanks to Mike Richwalsky – John Carroll University, OH<br />(Google Analytics Account – Benchmarking Screen)<br />
    38. Top 20 Higher Ed tracked Metrics<br />Visits<br />Page views<br />Unique visitors<br />Referring websites<br />Length of visits<br />Search engines traffic<br />Search engines keywords<br />Time on site<br />Average # pages/visit<br />Geographic locations<br />Website bounce rate<br />Facebook fans<br />Page bounce rates<br />Time on page<br />Internal search keywords<br />Twitter followers<br />Facebook likes<br />YouTube video views<br />Facebook wall message CTR<br />YouTube subscribers/friends<br />The State of Higher Ed Online Analytics Survey – May 2010 (n=381)<br />
    39. Top 4 tracked Conversions<br />Online inquiries<br />Online applications <br />Online multimedia consumption <br />Online content consumption<br />The State of Higher Ed Online Analytics Survey – May 2010 (n=381)<br />
    40. 6<br />ANALYZE<br />RESULTS &<br />TRENDS<br />
    41. 7<br />DECIDE<br />
    42. 7-Step Plan<br />Goals<br />KPIs<br />Strategy, Channels & Tools<br />Tracking Set-up<br />Benchmark<br />Analyze<br />Make a decision<br />
    43. Join the Analytics Revolution!<br />
    44. UNITE<br /> TRACK<br /> SHARE<br />
    45. 12 Metrics for a Revolution<br />Total visits <br />Total page views <br />Average time on site <br />Average bounce rate (site and homepage) <br />% new visits <br />Total direct visits<br />Total search engine visits with *branded* search terms <br />Visitor Recency<br />Visitor Loyalty<br />% of traffic from admissions homepage to apply form<br />% of traffic from social media sites <br />% traffic from mobile devices<br />
    46. 1 hour that counts per week<br />
    47. 2nd Thursday of the Month<br />
    48.<br />
    49. Questions?<br />@karinejoly<br /><br />