Data Driven Communication Strategies for Higher Ed Marketers

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Are you using Google Analytics to enhance your admissions marketing? If not, you should be; it helps makes sure that your website is offering what your visitors are looking for. Google Analytics is a free tool that with a little assistance from your IT Webmaster allows you to evaluate your webpage. Dive in with experts Tonya Roth from the University of Wisconsin-Superior and Melissa Perez from the University of Wisconsin-Stout to learn how you can leverage Google Analytics to reevaluate web request forms, improve website layouts, and enhance reporting for marketing campaigns.

Technologie Business

Hobsons Connect and
Google Analytics
Data-driven communication
strategies
Tonya Roth, Director of Admissions, UW-Superior
Melissa Perez, Marketing Coordinator, UW-Stout
#hobsonsuw

2
Stats
University of Wisconsin-Stout University of Wisconsin-Superior
Menomonie, Wisconsin Superior, Wisconsin
9,300 students 2,800 students
44 undergrad degrees, 23 graduate progs 30 undergrad degrees, 8 graduate progs
Polytechnic University Public, Liberal Arts
Connect, Marketing Solutions Connect, Marketing Solutions

3
What is the problem?
• Underutilized web request form (as
benchmarked by other institutions, since July 1,
2012)
– 900 – UW-Superior
– 676 – UW-Stout
– 1,296 – UW-River Falls
– How we took Google Analytics data to make changes

4
Overview
•Terms
•Analytics
– Free
– Work with IT get code on your web pages (AND
HOBSONS pages/forms)

5
Analytics to evaluate webpage
• Used to rearrange information on webpage
– Paying for college
– Info request page
– Completing info request form
– Top 5 business transactions (criteria, majors, visit,
scholarships, application process)

6
• Up to date data will be added prior to
presentation
Visitor Flow

7
• Audience (visits)
• New vs returning
• Average visit duration
• Bounce
• Mobile
• Country
• City (advertising)
• Sources (all traffic)
• Social (Overview)
Google Analytics for the Admissions User

8
• Audience (visits)
• New vs returning
• Average visit duration
• Bounce
• Mobile
• Country
• City (advertising)
• Sources (all traffic)
• Social (Overview)
Google Analytics for the Admissions User

9
Google Analytics for the Admissions User

10
• Visits
• Bounce rates
• Duration
• Souces
• Search Terms
• Pageviews
• Mobile views
• Country
• Browser
Dashboards

13
• Blogs
– Open forum
– More leads
– Gaps
– Build trust
– Creativity

14
Blog Strategy
• Keywords
• Keywords in blog content
• Keyword in title
• Share
• External website

15
• Keywords
• Keywords in blog content
• Keyword in title
• 38,116 views since July ’11
• 13,098 Google Search
• 9,578 Google Image Search

19
• UW-Superior
– Not a one time thing – EVALUATE
– Not be afraid to try new things
– Set goals for where to go (key search terms)
• UW-Stout
– Data influences decision makers
– Blogs rule – but they have to be relevant/updated
– Ask questions when you see discrepancies
– #hobsonsuw
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Data Driven Communication Strategies for Higher Ed Marketers

1. Hobsons Connect and Google Analytics Data-driven communication strategies Tonya Roth, Director of Admissions, UW-Superior Melissa Perez, Marketing Coordinator, UW-Stout #hobsonsuw

2. 2 Stats University of Wisconsin-Stout University of Wisconsin-Superior Menomonie, Wisconsin Superior, Wisconsin 9,300 students 2,800 students 44 undergrad degrees, 23 graduate progs 30 undergrad degrees, 8 graduate progs Polytechnic University Public, Liberal Arts Connect, Marketing Solutions Connect, Marketing Solutions

3. 3 What is the problem? • Underutilized web request form (as benchmarked by other institutions, since July 1, 2012) – 900 – UW-Superior – 676 – UW-Stout – 1,296 – UW-River Falls – How we took Google Analytics data to make changes

4. 4 Overview •Terms •Analytics – Free – Work with IT get code on your web pages (AND HOBSONS pages/forms)

5. 5 Analytics to evaluate webpage • Used to rearrange information on webpage – Paying for college – Info request page – Completing info request form – Top 5 business transactions (criteria, majors, visit, scholarships, application process)

6. 6 • Up to date data will be added prior to presentation Visitor Flow

7. 7 • Audience (visits) • New vs returning • Average visit duration • Bounce • Mobile • Country • City (advertising) • Sources (all traffic) • Social (Overview) Google Analytics for the Admissions User

8. 8 • Audience (visits) • New vs returning • Average visit duration • Bounce • Mobile • Country • City (advertising) • Sources (all traffic) • Social (Overview) Google Analytics for the Admissions User

9. 9 Google Analytics for the Admissions User

10. 10 • Visits • Bounce rates • Duration • Souces • Search Terms • Pageviews • Mobile views • Country • Browser Dashboards

11. 11 Dashboards

12. 12

13. 13 • Blogs – Open forum – More leads – Gaps – Build trust – Creativity

14. 14 Blog Strategy • Keywords • Keywords in blog content • Keyword in title • Share • External website

15. 15 • Keywords • Keywords in blog content • Keyword in title • 38,116 views since July ’11 • 13,098 Google Search • 9,578 Google Image Search

16. 16

17. 17 Project Better Gown

18. 18 Search Terms

19. 19 • UW-Superior – Not a one time thing – EVALUATE – Not be afraid to try new things – Set goals for where to go (key search terms) • UW-Stout – Data influences decision makers – Blogs rule – but they have to be relevant/updated – Ask questions when you see discrepancies – #hobsonsuw What we’ve learned

20. 20 What we’ve learned

Data Driven Communication Strategies for Higher Ed Marketers

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