Presentation from Salesforce.org Higher Ed Summit 2017 by: Kyle Schmid, McCombs School of Business - The University of Texas at Austin In addition to overseeing the team that builds our web and social presence, my focus has been on watching the analytics of our site and finding the best way to present content to our audiences. As we get ready to update the website for 2017, we've been tasked with a university trustee to make the site 'cool'. Armed with user data, research and focus group information we are now defining cool on our own terms. The presentation will highlight how we look at data, and how we use that data to design better interfaces, better content, and a better user experience.

1. Using Data to Define Cool
Martin Sickafoose
Director of Digital Marketing
Purdue University
mart@purdue.edu

2. How I Ended Up Here (in Austin)
Salesforce at Purdue
We currently have 13 groups using solutions from Salesforce on our
campus

3. How I Ended Up Here (in Austin)
Salesforce at Purdue
Oversight of Purdue.edu, our mobile apps and our social media on
campus

4. New Ideas on Collaboration
Working with stakeholders on campus
Reaching out to the Purdue Alumni Association
Identifying donors via social media for University
Development
Engaging our Board of Trustees

5. What Happens When …
Working with stakeholders on campus
What happens when a Trustee asks you to make the website
“cool”?
How do you even define cool?

6. Text, images, charts, tables can be put in this placeholder.
Defining Cool
Decade by decade

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Defining Cool
Decade by decade

8. Defining Cool
Decade by decade

9. Defining Cool
Decade by decade

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Defining Cool
Decade by decade

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Defining Cool?
Decade by decade

12. In addition to the 8
navigational elements, we
included links to What’s New
and Search along with a Did
You Know? feature.
So how do we define cool within a website?
Purdue.edu 1997

13. Quick links first show up
(with a nod to the future) and
more links are added
including a “Meet Our New
President” link.
So how do we define cool within a website?
Purdue.edu 2000

14. News & Events makes an
appearance along with a
hero image on the
homepage.
So how do we define cool within a website?
Purdue.edu 2005

15. Behold the carousel
(and the swine flu)
So how do we define cool within a website?
Purdue.edu 2008

16. The carousel become bigger
and more links (183 to be
exact).
So how do we define cool within a website?
Purdue.edu 2010

17. Responsive design and
audience driving navigation.
A New Way of Thinking
Purdue.edu 2014

18. Using data to build the layout
of the homepage based on
search patterns.
Refining Our Vision
Purdue.edu 2015 - Present

19. The Results
Watching traffic and rankings

20. Watching cyclical trends in
traffic across the domain
Watching the Data
Google Page Analytics

21. Watching where users are
coming from
Watching the Data
Google Analytics Referrals

22. Monitoring search traffic
Watching the Data
Google Analytics Search Terms

23. Watching the Data
Looking at keywords that drive traffic

24. Watching the Data
Looking at keywords that drive traffic

25. What That Gives Us
Ever changing structure based on audience and search

26. What That Gives Us
But we still have challenges…
Ever changing structure based on audience and search

27. Our Goals in 2017
Creating a connected campus
Create a connected, rich and meaningful experience across
the entire university from prospect to donor and all stages in
between.
Make the website “cool” and enable the Connected Campus
vision.
Track more data throughout the campus experience to make
even more intelligent decisions.

28. Next steps with Salesforce
Salesforce at Purdue
Conduct a SPARK/IGNITE deeper dive discovery & wish list session with key stakeholders from
identified departments like Alumni and Development.
Conduct a 'key findings and solution demonstration day' to show Purdue University stakeholders
the customized, Connected Campus vision.

29. Next steps with Salesforce
The need for a solution that can give us constituent data (Enterprise Lightning CRM) housed in
one platform. HEDA will help connect our affiliations from prospect to student to alumni to donor.
Communities to connect our constituents to our data.
Wave Analytics will allow Purdue users to gain fast, easy access across multiple platforms for a
holistic view of data resulting in a powerful, visual analytic capability.
Marketing Cloud will create 1:1 lifecycle journeys for students and faculty/staff creating lasting
relationships and personalizing the student experience.
Lastly, we'll look at Social Command Center showcasing the voice of the student and digital
interactions on real-time displays to help keep current and actionable on social media.
Potential Salesforce solutions to consider

30. Thank You
Martin Sickafoose
Purdue University
mart@purdue.edu
@mar10s