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Northwestern Engineering + Converge: The Diamond in the Data
The document discusses using data to inform and evaluate digital marketing strategies at Northwestern Engineering, highlighting strengths such as brand prestige and existing programs while addressing challenges like audience segmentation and stakeholder communication. It emphasizes the importance of ongoing optimization and data-driven decision-making for improving digital enrollment funnels and performance metrics. Additionally, it notes that while digital marketing is measurable, challenges remain in attributing ROI and understanding the impact of various digital efforts.
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Northwestern Engineering + Converge: The Diamond in the Data
- 1. The Diamond inthe Data: Using Data to Inform, Create and Evaluate Digital ROI
- 2. INTRODUCTIONS What was your firstconcert? Name something we wouldn’t guess about you. What’s your favorite city?
- 3. OVERVIEW The Diamond in TheData: Using Data to Inform, Create & Evaluate Digital ROI Data to Inform STRATEGY Data to Inform RESULTS Data to Inform PERFORMANCE
- 4. Fun with NorthwesternEngineering Acronyms MSIT MEM MSIA MSR MBP MPM EMDC MPD2 EDI MSAI *Can anyone name all 10 of these acronyms?
- 5. History of DigitalMarketing @ Northwestern
- 6. Digital Marketing @Northwestern Engineering Strengths WEAKNESSES OPPORTUNITIES THREATS • Prestige of brand • Strong existing programs • Cohesive marketing efforts • Benchmark data • Buy-in from program directors • Transparency of data • Quantity v. quality of leads • Coordination between programs • Stakeholder communication • Improved reporting • Segmentation of engineers by program • Increased marketplace competition • Over segmentation of audiences • Multiple rounds of discovery
- 7. Digital Marketing @Northwestern Engineering WEAKNESSES OPPORTUNITIES • Buy-in from program directors • Transparency of data • Quantity v. quality of leads • Coordination between programs • Stakeholder communication • Improved reporting • Segmentation of engineers by program STRATEGY STRATEGY • Dean-level approval and messaging • Emphasis on reporting • Ongoing evaluation and optimization • Singular agency resource for management • Over-communicate in early stages • Develop self-serve tools • Collaborate with programs to enhance optimization
- 8. Collecting and usingdata. Data to Inform Digital Strategy
- 10. DIGITAL ENROLLMENT FUNNEL AWARENESS CONSIDERATION INQUIRY APPLICATION/ ENROLLMENT Display Advertising |Video & Social Advertising | Career Fairs | Traditional Media Webinars & Info Sessions | Program Pages Blog Content & Resources Landing Pages | Website RFI Email Contact Started | Completed Deposited
- 11. NOT ALL ENGINEERSARE THE SAME. WHAT DATA DO WE HAVE?
- 12. DATA TO INFORMMESSAGING RIGHT MESSAGE. RIGHT TIME.
- 13. DATA TO INFORMMESSAGING CUSTOMIZE + CONVERT
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- 18. Optimizing and enhancingresults. Data to Inform Performance
- 19. WEEKLY OPTIMIZATIONS FINETUNING CAMPAIGNS Average2-4 hours each week in optimizations.
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- 21. 30 DAYS BEFORE EVENT: 70%of CTAs focused on resource downloads
- 22. 14 DAYS BEFORE EVENT: 70%of CTAs focused on info sessions
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- 24. #NEWANDNEXT THE 6-SECOND VIDEO THEHOW: Don’t rely on sound – nobody likes autoplay. | Reach for authenticity over quality. | Optimize for mobile.
- 25. #NEWANDNEXT LINKEDIN VIDEO ADSBETA EARLY ACCESS The video ads will autoplay and appear as standalone unit with a “Promoted” label to distinguish them as paid content. They are only being tested on mobile at this time.
- 26. You get whatyou measure. Using Data to Improve Results
- 27. AWARENESS CONSIDERATION INQUIRY APPLICATION/ ENROLLMENT Impressions | Reach| Page Views | Video Plays Time on Page | Number of Pages Viewed Webinar & info Session Sign Ups | Clicks & Opens Form Conversions | Email Contact Resume Reviews & Interviews Started | Completed Deposited DIGITAL ENROLLMENT FUNNEL
- 28. • But it’sdifficult to measure brand recognition and recall. • But it’s difficult to connect data from one device to the next. • But it’s difficult to attribute ROI through multiple touch points. • You can measure impressions and clicks… • You can segment your data by device… • You can track conversions and engagement by channel… WHAT YOU CAN MEASURE (AND WHAT’S STILL CHALLENGING)
- 29. • Individual meetingswith stakeholders • Review performance, creative, and trends by individual program • Collaborative plan developed for next 3 months QUARTERLY CAMPUS REPORTS SHARING DATA WITH STAKEHOLDERS
- 30. FULL FUNNEL REPORTING LEADTO ENROLLMENT ROI Prospect Data Enrolled Student
- 31. • One keylesson: Digital marketing is eminently measurable, but only when prospects take the actions we desire. Measuring by CTA has limitations. • Reporting to understand: • How are impressions driving later traffic and conversions? • What is the impact of digital brand advertising without CTA? • How does the student experience vary across programs? • How do we prevent a rush to judgment as we optimize and improve? A DOUBLE-EDGED SWORD RECOGNIZING LIMITATIONS
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- 35. • Collect andanalyze data to take your digital strategy to new heights. • Communication is critical – within the school and with agency partners. Have “tough” conversations early and often. • Paint a crystal clear picture of ROI with accurate data tracking and consistent reporting. KEY TAKEAWAYS.
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- 37. FREE RESOURCE: THE DIGITAL ADVERTISINGROI BENCHMARK This ebook walks through how to calculate and apply a metric called Breakeven Cost-per- Lead (CPL) to determine if your campaigns are yielding a positive return. Download Now