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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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 />
  4. BUDGETSTAFFTIME<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 />
  8. FIND OUT WITH ANALYTICS!<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 />http://bit.ly/17GQV<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 – (http://www.facebook.com/MissouriSandT) <br />http://facebook.com/insights<br />
  34. YouTube Insights<br />Thanks to Patric Lane - University of North Carolina at Chapel Hill (http://www.youtube.com/user/UNCChapelHill)<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. www.higheredanalytics.com<br />
  49. Questions?<br />@karinejoly<br />karine@higheredexperts.com<br />

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