This presentation gives a good quantitative and qualitative overview of how institutions have adopted analytics to inform their marketing decisions. By sharing the main results of the 3rd yearly survey on the State of Web and Social Media in Higher Ed, trends, emblematic success stories and useful resources, Karine Joly will also help you become a web and social media analytics evangelist at your institution.
34. Top 5 Conversions Institutions Track
Do Would
track like to
Admissions inquiries 35% 46%
Adm. applications 31% 48%
Web content use 31% 44%
Multimedia content use 26% 43%
Online donations 18% 41%
35. Who gets the reports?
People who
implement
changes
36. Who gets the reports?
My boss: 56%
His boss: 34%
President: 14%
The Board: 9%
37. Top 5 Ways Institutions Use Analytics
To improve/redesign the website 72%
To inform web content strategy 66%
To inform marketing strategy 50%
To optimize social media 46%
To educate your stakeholders 38%
41. “Because I was able to
illustrate both trends
with hard data, I was
able to successfully
make the case for not
only a redesign, but a Michelle Tarby
Web Director
mobile friendly site.” LeMoyne College
44. “It has been effective
in determining what
areas departments
are putting their
efforts into that just
aren't getting any Ben Greeley
traffic -- and adjusting Web Manager
Colby College
accordingly.”
48. 6-month referral traffic with direct link to online
donation form
6-month referral traffic without direct link to
online donation form
49. “We met face-to-face
with most schools,
showed them the stats
we had and the
majority were shocked Kara Sweet
Web Specialist
enough to UB Office of
immediately add the Development
Communications
link.”
56. “I delved into YouTube
analytics and found
that none of the
search traffic to our
video was coming Dave Pickett
from the phrase Social Media Editor
University of Chicago
University of Chicago
campus tour.”
A century ago, I worked as a news anchor for a radio station – as this historical artifact – a photo taken 15 years ago - proves it And, yes, for the Millennials in the room. We did have computers and we already used them to do sound editing even back then. Although this was kind of a new thing.
And, this is how the radio analytics looked back then – the radio ratings were done through phone surveys – twice a year and it was exciting to get an idea of many people where listening us at every hour of the day – and sometimes that we we’re doing better than the competition. It was nice to get an idea of what the statistically representative sample listen before they were surveyed. Nice to get an idea.
Radio, newspaper and magazine analytics were nice but when I started to work on the Web in 2000,
it was love at first sight – such a powerful channel with out-of-this world analytics.
Here’s a peak at the analytics for the first week of April on my blog collegewebeditor.com. While I was able to find out twice per year how many people were listening to my morning newscast on the radio, I can now easily find out how many visited my blog, at what time, how much time the spent, what they read, what they did after, where they were and all sorts of other data points.
Radio, newspaper and magazine analytics were nice but when I started to work on the Web in 2000,
56% public in 2011
Like in 2011
“ Using web analytics in our redesign process has proven to be effective in determining what areas departments are putting their efforts into that just aren't getting any traffic and adjusting accordingly.” Ben Greeley, Web Manager at Colby College