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The Higher Ed Analytics Revolution

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Twitter, Facebook, LinkedIn, blogs, email marketing, web advertising, mobile web and more. So many tools, so little time. With tighter budgets and shrinking teams, something's gotta give. But why not stop making these tough marketing decisions based on hunches, guesses and opinions? With the help of online analytics, it's possible to find out what really works and what doesn't. So, let's start the social media and web analytics revolution at your institution and others across the country. After learning more about the current state of online analytics in higher education, you will find out what you need to do to join this revolution and hopefully change the face of higher ed marketing. Forever.

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The Higher Ed Analytics Revolution

  1. 1. Aux armes, Citoyens! The Higher Ed Analytics Revolution Karine Joly - @karinejoly Eugène DELACROIX - Le 28 Juillet : La Liberté guidant le peuple
  2. 3. Presenting after… is like going on stage after…
  3. 5. http://www.flickr.com/photos/1234abcd/
  4. 6. July 14, 1789 Jean-Pierre Houel – La prise de la Bastille / Gallica - BNF
  5. 7. Bastille = Symbol Jean-Baptiste Lallemand – La Bastille / Gallica - BNF
  6. 8. FREEDOM JUSTICE FOOD 1789 France
  7. 9. http://www.flickr.com/photos/1234abcd/ Today
  8. 10. BUDGET STAFF TIME 2010 Higher Ed
  9. 11. Come here, my Little Marketing Budget…
  10. 12. <ul><li>WHAT TO CUT??? </li></ul>What to cut
  11. 13. <ul><li>WHAT’S NOT </li></ul><ul><li>WORKING! </li></ul>What’s not working
  12. 15. <ul><li>Are YOU ready for this? </li></ul>What’s not working
  13. 16. The State of Analytics in Higher Ed Survey - May 2010 (n=399)
  14. 17. Download this 6-page survey report at: higheredanalytics.com
  15. 18. <ul><li>95% </li></ul><ul><li>track web traffic </li></ul>The State of Higher Ed Online Analytics Survey – May 2010 (n=399)
  16. 19. <ul><li>92% </li></ul>The State of Higher Ed Online Analytics Survey – May 2010 (n=381)
  17. 20. <ul><li>72% </li></ul><ul><li>less than 2 hrs/week on Analytics </li></ul>The State of Higher Ed Online Analytics Survey – May 2010 (n=381)
  18. 21. <ul><li>WHY SO LITTLE? </li></ul>
  19. 22. <ul><li>“ I wish I could spend 10 hours a week on analysis and adjustments, but what can I do? I'm the whole department …” </li></ul>The State of Higher Ed Online Analytics Survey – May 2010
  20. 23. <ul><li>“ We talk to departments about the data we can collect (…), however the interest to use this data isn't there .” </li></ul>The State of Higher Ed Online Analytics Survey – May 2010
  21. 24. <ul><li>“ Decision makers are more likely to make website choices based on their own instincts .” </li></ul>The State of Higher Ed Online Analytics Survey – May 2010
  22. 25. <ul><li>Let’s stop making excuses... </li></ul>What’s not working
  23. 26. <ul><li>WHY SO LITTLE? </li></ul>
  24. 27. Online Analytics is like…
  25. 28. We think it’s hard, so we…
  26. 29. While Analytics Addicts… … scare us.
  27. 30. You don’t have to pick between the and the .
  28. 31. Get on the program!
  29. 32. First things First… <ul><li>Avinash Kaushik ’s Keynote </li></ul><ul><li>Joshua Dodson ’s session today at 2PM </li></ul><ul><li>Jessica Krywosa ’s & Rick Allen ’s session tomorrow at 8:15AM </li></ul>
  30. 33. Spend time on… <ul><li>Your “business” objectives </li></ul><ul><li>Your strategy </li></ul><ul><li>Your success metrics (aka KPIs) </li></ul>
  31. 34. Spend some quality time with… <ul><li>Google Analytics </li></ul>
  32. 35. Tag your campaigns <ul><li>http://bit.ly/17GQV </li></ul>
  33. 36. Keep track of the tags
  34. 37. Set up goals & funnels
  35. 38. Set up custom reports
  36. 39. Spend some quality time with… <ul><li>Facebook Insights </li></ul><ul><li>YouTube Insights </li></ul><ul><li>Other social media analytics tools </li></ul>
  37. 40. Facebook Insights http://facebook.com/insights Thanks to Andrew Careaga – Missouri S &T – ( http://www.facebook.com/MissouriSandT )
  38. 41. YouTube Insights Thanks to Patric Lane - University of North Carolina at Chapel Hill ( http://www.youtube.com/user/UNCChapelHill )
  39. 42. Set up… <ul><li>A simple analytics dashboard </li></ul>
  40. 43. Why another dashboard?
  41. 44. Set up… <ul><li>An action-oriented report template </li></ul>
  42. 45. Report Not another report
  43. 46. Keep an eye on… <ul><li>Your data trends </li></ul><ul><li>Benchmarking data </li></ul>
  44. 47. GA Benchmarking Thanks to Mike Richwalsky – John Carroll University, OH (Google Analytics Account – Benchmarking Screen)
  45. 48. Make a commitment <ul><li>Schedule an analytics date </li></ul>
  46. 49. 1 hour that counts per week
  47. 50. <ul><li>Join the Analytics Revolution! </li></ul>
  48. 51. Higher Ed Benchmarking Analytics Monthly Survey
  49. 53. Benchmarking Report
  50. 54. Eugène DELACROIX - Le 28 Juillet : La Liberté guidant le peuple Why Benchmarking?
  51. 56. Benchmarking in Higher Ed Jean-Baptiste Lallemand – La Bastille / Gallica - BNF
  52. 57. Higher Ed Benchmarking Analytics Monthly Survey
  53. 58. 12 Metrics for a Revolution <ul><li>Total visits </li></ul><ul><li>Total page views </li></ul><ul><li>Average time on site </li></ul><ul><li>Average bounce rate (site and homepage) </li></ul><ul><li>% new visits </li></ul><ul><li>Total direct visits </li></ul><ul><li>Total search engine visits with *branded* search terms </li></ul><ul><li>Visitor Recency </li></ul><ul><li>Visitor Loyalty </li></ul><ul><li>% of traffic from admissions homepage to apply form </li></ul><ul><li>% of traffic from social media sites </li></ul><ul><li>% traffic from mobile devices </li></ul>
  54. 59. Photo taken at High Ed Web by Kyle James
  55. 60. <ul><li>“ Shelby Thayer currently works at a university [Penn State University] and her blog contains her daily experience, frustrations, and deep insights of how to use analytics for a higher education website.” </li></ul>Avinash Kaushik, Web Analytics 2.0
  56. 61. trendingupward.net
  57. 62. 12 Metrics for a Revolution <ul><li>Total visits </li></ul><ul><li>Total page views </li></ul><ul><li>Average time on site </li></ul><ul><li>Average bounce rate </li></ul><ul><li>% new visits </li></ul>
  58. 63. 12 Metrics for a Revolution <ul><li>Total </li></ul><ul><li>direct visits </li></ul>
  59. 64. 12 Metrics for a Revolution <ul><li>Total “branded” </li></ul><ul><li>search visits </li></ul>
  60. 65. 12 Metrics for a Revolution <ul><li>Visitor Loyalty </li></ul>
  61. 66. 12 Metrics for a Revolution <ul><li>Visitor Recency </li></ul>
  62. 67. 12 Metrics for a Revolution <ul><li>% to application form </li></ul>
  63. 68. 12 Metrics for a Revolution <ul><li>Total visits from </li></ul><ul><li>social media </li></ul>
  64. 69. 12 Metrics for a Revolution <ul><li>Total visits from </li></ul><ul><li>mobile devices </li></ul>
  65. 72. 2 nd Thursday of the Month
  66. 73. www.higheredanalytics.com
  67. 74. Questions? <ul><li>@karinejoly </li></ul><ul><li>[email_address] </li></ul>

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