Presented by: Greg Zguta, technical lead at mStoner, and Roy Cordell, senior director of creative services at the University of Arkansas. Build it and they will come. Or will they? This overview of the place analytics serves in your communication plans will help you look for trends in website visits, Facebook likes and Twitter feeds. Topics will include how to get the best data from a Google Analytics account, what you should look for in your data, some trends in higher education web analytics generally, basic terminology, and how to make adjustments to get the most from your communication plans.