The document discusses challenges and strategies in digital marketing for higher education, emphasizing the need for data-driven decision making and effective engagement with potential students. It highlights significant results achieved by universities through improved analytics and personalized marketing techniques. The focus is on connecting various data sources to optimize performance and recruitment efforts.

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
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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
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4. Proven Results for our Clients
Swinburne University (Melbourne)
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32% increase in Under
Graduate course
enquiries within 4 days
of moving to
TERMINALFOUR
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5. Sacred Heart University (Connecticut)
18% increase in Open
Day registration
through content
targeting &
personalisation

6. 6

7. Data… lots of data
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8. Data… lots of data
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9. 2 Key challenges
•Google Universal
Analytics
•CRM Data
•ERP / eCommerce
System / Student
Information System
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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?
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11. Join the Dots - Performance Dashboards
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Google Web
Analytics
Email
MarketingCRM
Form
Submissions
Allumni
CRM
SIS / ERP

12. Conversion Dashboards
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13. Optimisation of pages & forms
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14. Target content for better results
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GEOIP
BehaviourCourse
Search
Form
Submissions
Retargetting
Email
Clickthroughs

15. Case Study
How this can have a real impact
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16. Excellent books on this topic
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17. Defining Digital Marketing
for Higher Education
Questions?
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