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McCormick | CONFIDENTIAL | Page 1 | 11/5/2013
AMA Symposium for The Marketing of Higher Education
#HigherEdMetrics #AMAHigherEd
The Digital Marketing Dashboard:Which Metrics are Lame & Which are Awesome
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#HigherEdMetrics #AMAHigherEd
Loyola University Maryland | Graduate Studies
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#HigherEdMetrics #AMAHigherEd
Tracking & The Non-Linear Path
The Omni-Channel Funnel
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Understanding What You Should & Should Not Track
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#HigherEdMetrics #AMAHigherEd
Simplify Your Relationship with Data
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#HigherEdMetrics #AMAHigherEd
“Who knows what it could mean?”
-Stephen Colbert
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#HigherEdMetrics #AMAHigherEd
Vanity Metrics
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#HigherEdMetrics #AMAHigherEd
The Monet of Metrics
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#HigherEdMetrics #AMAHigherEd
Fans Aren’t Metrics
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#HigherEdMetrics #AMAHigherEd
The Real Value of Click Metrics
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#HigherEdMetrics #AMAHigherEd
Create A Story
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#HigherEdMetrics #AMAHigherEd
Depict Results
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#HigherEdMetrics #AMAHigherEd
Content Analytics
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#HigherEdMetrics #AMAHigherEd
411 CLICKS
436 clicks
2,442 clicks
873 clicks
1,687 clicks
Conversions & EngagementsSept 2012-Dec 2012
See definite decline in engagement for content that falls below the fold (in comparison to like content that is just above)
RSVP for an Info Session draws the highest level of engagement overall
Part-Time MBA has significantly higher engagement than other program areas
Landing Page Performance
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#HigherEdMetrics #AMAHigherEd
Visitors Inquiries
Funnel-Driven Analytics
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#HigherEdMetrics #AMAHigherEd
Path To Conversion
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#HigherEdMetrics #AMAHigherEd
Path To Conversion
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#HigherEdMetrics #AMAHigherEd
Path To Conversion
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Path To Conversion 150 different paths to
conversion
690 (25%) of them with more than one interaction
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Omni-Channel Analytics
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Omni-Channel View
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#HigherEdMetrics #AMAHigherEd
Omni-Channel Conversions
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#HigherEdMetrics #AMAHigherEd
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Lead Gen: Paid DisplayLead Gen: Paid SearchAwareness: TVAwareness: BillboardAwareness: RadioAwareness: Paid Search
Omni-Channel Planning
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#HigherEdMetrics #AMAHigherEd
Visual Analytics Dashboards
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#HigherEdMetrics #AMAHigherEd
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Sharon Higgins
AVP Marketing & Communications
Loyola University Maryland
@LoyolaMBA
sbhiggins@loyola.edu
Eric Jones
VP, Digital Marketing
R2integrated
@r2integrated
ejones@r2integrated.com