Post on 04-Feb-2016
description
transcript
Hidden Treasures Identifying data sources that provide insights
into customer behaviour
Jo ReesManager Market Research
CQUniversity Australia
What do you want to know ?-data sources are everywhere
Data Perspectives•Performance•Profile•Behaviour
“The goal is to turn data into information, and information into insight” (and insight into action)
Carly Fiorina, Former CEO of HP
Today’s Presentation
Pre Student Journey is where we started- Need to understand why people choose us?
Information search
Choice
Transition
Attention
Pre-Student JourneyPhases
Data Sources
Surveys(CQU
generated)
CRM Google Analytics
Tertiary Admissions
Centres
Attention CSS SES
Information Search
Choice
Transition
Audience Profile
Data Sources Used to Provide Pre Student Information
CSS = Commencing Student SurveySES=School Engagement Survey
Holistic view of pre student journey Data Source -Commencing Student Survey
Recruitment Journey
Onboarding experience
Commencing Student Survey- Methodology
Commencing Student Survey- Influence on strategy
Market Intelligence
Research Instrument Insight Strategy influence
Decision Journey Commencing Student Survey
Consideration Set Communication Strategy-Publication Contents
Decision Sequence Balance between brand and program promotions
Reasoning Communication Strategy -Messages
Information Search Communication Strategy -Channels
Duration of Information Search
Prospect ManagementCommunications Strategy -Scheduling
The Undergraduate Guide contains a career directory and program summary because we know that in the information
search people will be considering multiple programs and careers.
The Undergraduate Guide contains a career directory and program summary because we know that in the information
search people will be considering multiple programs and careers.
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Publications and web information search pathways have a strong program focus as we know that over half our students lead
with program choice before university choice.
Publications and web information search pathways have a strong program focus as we know that over half our students lead
with program choice before university choice.
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Offering distance education was another popular reasons for choosing to study with CQUni. We
embrace this message into our current campaigns
Offering distance education was another popular reasons for choosing to study with CQUni. We
embrace this message into our current campaigns
Studying close to home was one of the main reasons for choosing to study with CQUni. We reinforce this
message in our advertising to footprint areas.
Studying close to home was one of the main reasons for choosing to study with CQUni. We reinforce this
message in our advertising to footprint areas.
Survey findings indicated that engineering was chosen by people who wanted to understand how things
worked. We put that in our messages
Survey findings indicated that engineering was chosen by people who wanted to understand how things
worked. We put that in our messages
The response we got for health programs was that people choosing to study in this area wanted to help
others.
The response we got for health programs was that people choosing to study in this area wanted to help
others.
80% of term1 domestic commencing students made a decision within three months of commencing the
information search.
80% of term1 domestic commencing students made a decision within three months of commencing the
information search.
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92% visited web in their information search •52% of those also phoned student contact centre92% visited web in their information search •52% of those also phoned student contact centre
46% rang the Student Contact Centre46% rang the Student Contact Centre
Evolution of the self directed buyer
Length of the decision journey
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•Contact with CQU•Experience with CQU
•Perception of CQU
-Being located close to home was seen as the main reason why students were choosing to study with CQUniversity .
-A wide range of programs was another high ranking perceptions for why school leavers chose to study with CQUniversity.
-Education, Engineering & Health were perceived as the most recognisable CQUniversity programs
Attention phase of pre student journey
Data Source -School Engagement Survey
Information Search phase Data Source- CRM (Customer Relationship Management
System)
Register Your Interest Form- Need to preload CRM field with source of data
CRM Lessons Learnt
Form
Domicile
CRM
Report Options Missing Data Fields
CRM Lessons Learnt
Data entry
Retrieve data
Google Analytics- Monitoring information search pathway
traffic
Information Search phase Date Source- Google Analytics
Google Analytics- Web visits can be measured
Pages / Visit
Avg. Visit Duration
% New Visits
Bounce Rate
2.11 1:18:00 80.41% 72.75%
32 621 visits
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Google Analytics- Causality relationships
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Analytics Elements•Market Size
•Market Growth•Market Share
•Geographical Demand•Applicant Type Demand•Demographic Demand
•Competitor Scans•Positioning
•Timing
The data source influences the sophistication of analysis. The data source influences the sophistication of analysis.
Choice and Transition phase Date Source- Tertiary Admissions Centre and
CQUniversity
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Market Intelligence Data source Insight Strategy influence
Market Analytics
Admission Centre Data Undergraduate demand
Program Portfolio Strategy
Market Strategy
Promotional Strategy
Internet Competitor scansProgram Portfolio Strategy
Market StrategyPromotional Strategy
CQUniversity Performance
Analytics
Admissions Data
Undergraduate recruitment performance
trends( application, offers ,
acceptances) Program Portfolio StrategyPromotional StrategyUniversity
dashboardPost census enrolment performance & profile
COGNOS report Postgraduate performance trends
Choice and Transition phase Turning data into Insight
Analytics Tool -Excel
Analytics Tool –Metadata
Primary Schools Mobile Education
Trailer Yr 8 Hero's Journey Yr 9 Career Match Yr 10 Uni Skills Yr 11 The Great RaceYr 12 Scholarships, Access and Support
Bed SS Alp SS Alp SS Alp SS Alp SS Alp SSBir SS Cal College Cal College Cal College Cal College Cal CollegeJun SS Spr SS Spr SS Spr SS Spr SS Spr SSWin SS Big SS Big SS Big SS Big SS Big SSAna SS Bil SS Bil SS Bil SS Bil SS Bil SS
SchoolsMobile Education
TrailerYr 8 Hero's
JourneyYr 9 Career
MatchYr 10 Uni
SkillsYr 11 The Great
RaceYr 12 Scholarships, Access
& SupportBed SS yes Bir SS yes Jun SS yes Win SS yes Ana SS yes Alp SS yes yes yes yes yes
Cal College yes yes yes yes yesSpr SS yes yes yes yes yesBig SS yes yes yes yes yesBil SS yes yes yes yes yes
X
√
List
Data
Analytics Challenges-Data Visualisation
“The purpose of visualization is insight, not pictures”Ben Shneiderman (1999)
“Not everything that can be counted counts, and not everything that counts can be counted.”
Albert Einstein, Physicist
Key Takeaways
Thankyou
j.rees@cqu.edu.au