Whether you're a marketer or you work with marketing teams the success of your institution's online strategy is determined by the activities you choose to do. But what works? What performed? What failed? Doing the right things is based on having the right information at hand. This session focuses on intelligent use of marketing analytics; decision making driven by evidence. View the video presentation in full here: https://youtu.be/OqFYN0Y3w1M

1. Defining Digital Marketing
for Higher Education
Marketing Analytics
Data Driven Decision Making
Kindly sponsored by Siteimprove Europe,
Roundhouse Digital and Pubble.

2. Key challenges
Confidential – t44u 2015
2
The “focus” on
Vanity metrics
Everyone’s a
“Digital Expert”
Limited time /
resources / budget
Lots of data / analytics
- hard to join the dots

3. Our vision… results focused
Manage Measure Engage Transact
Are my
websites
working?
Can I easily
update them
in any
language?
KPIs /
analytics - are
they
delivering?
What can we
improve?
Connect with
the millennial
generation
Student recruitment
& retention - engage
with potential
students in a more
personalised way
As easy to
book a course
as book a
hotel room
Receive
fundraising
donations
3

4. Proven Results for our Clients
Swinburne University (Melbourne)
Confidential – t44u 2015
32% increase in Under
Graduate course
enquiries within 4 days
of moving to
TERMINALFOUR
4

5. Sacred Heart University (Connecticut)
18% increase in Open
Day registration
through content
targeting &
personalisation

6. 6

7. Data… lots of data
Confidential – t44u 2015
7

8. Data… lots of data
Confidential – t44u 2015
8

9. 2 Key challenges
•Google Universal
Analytics
•CRM Data
•ERP / eCommerce
System / Student
Information System
Confidential – t44u 2015
9
Data / Analytics Silos
•A/B Testing
•Multivarient Testing
•Personalisation /
Content Targeting
Quick and nimble testing

10. How does TERMINALFOUR want to
help solve these challenges?
Confidential – t44u 2015
10

11. Join the Dots - Performance Dashboards
Confidential – t44u 2015
11
Google Web
Analytics
Email
MarketingCRM
Form
Submissions
Allumni
CRM
SIS / ERP

12. Conversion Dashboards
Confidential – t44u 2015
12

13. Optimisation of pages & forms
Confidential – t44u 2015
13

14. Target content for better results
Confidential – t44u 2015
14
GEOIP
BehaviourCourse
Search
Form
Submissions
Retargetting
Email
Clickthroughs

15. Case Study
How this can have a real impact
Confidential – t44u 2015
15

16. Excellent books on this topic
Confidential – t44u 2015
16

17. Defining Digital Marketing
for Higher Education
Questions?
Confidential – t44u 2015
17