OK, I’ll Do It Myself! Data Mining, Reporting, and Analytics on a Shoestring

Phil Melita Coordinator, Marketing & Communications

University of Richmond SPCS

July 28, 2015

Agenda •  Setting the Scene •  Determining the Scale •  Finding your Space •  Assessing the Challenge •  Picking the Criteria •  Pulling the Information •  Presenting the Data

Setting the Scene

Who/What/Where is SPCS •  Private, Liberal-Arts University in Virginia •  One of 5 autonomous Schools with distinct Dean,

tuition, admissions, marketing, etc. •  Degree, Non-Credit, OLLI, Summer •  Almost exclusively classroom-based •  Started with Intelliworks/Radius in 2008

Setting the Scene

Knee-deep in data •  Facebook, Fitbit, Apple WATCH, Statcast •  Google Analytics •  How are we doing? •  How is what you’re doing doing?

Determining the Scale

SPCS parameters •  130 inquiries per month •  70 applications per month •  47,000 contacts in Radius •  200 campaigns per year (+800 from comm plans) •  230 info session attendees per year

Determining the Scale

SPCS history •  Rollout September 2008 •  Initially 5 users, now 10 •  Began with degree-program inquiry capture •  Me, Myself, and I

Finding your Space

Finding your Space

Who are you? What do you do? •  What is your role in the organization? •  What data do you influence? •  Where can you add value?

Finding your Space

Assessing the Challenge

The Goal •  Money? (Revenue/Profit/Gross margin) •  Reach? (Attendance/Enrollments/Web visits) •  Growth? (Doing better than last year/typical term)

Picking the Criteria

S.O.S.

(Shiny Object Syndrome)

Picking the Criteria

https://youtu.be/tIwH7ptHCWc

Picking the Criteria

Progress toward The Goal •  Measuring interest/responsiveness •  Seats in seats/Counting noses

(attendees, registrants, etc.) •  Conversion from stage to stage •  Determining trends •  Key Performance Metrics (KPMs)

•  Measureable •  Actionable •  Predictive

Picking the Criteria

What does Radius let us see? •  Inquiries •  Applications •  Interactions •  Reservations •  Interest (open rates, click-throughs) •  Cumulative data or date-range analysis

Picking the Criteria

Picking the Criteria

Decisions, decisions. . . •  Web visits/users •  Inquiries •  Applications •  Attendees

Picking the Criteria

Google Sheet

Pulling the Information

Where to find What you Want •  List Views •  Targets •  Campaign Results

Pulling the Information

Create data interactions •  Attendee throughput •  Started-to-Submitted window •  Comm Plan success •  Application time analysis •  Applicant analysis by term (Fall/Spring/Summer) •  Contact creation date and Campaign opens •  Conversion (inquiry-to-applicant) •  Correlations: e.g. Inquiries to Applications

Presenting the Data

Getting your point across •  Dashboards •  Infographics •  Graphs •  Regularly-scheduled programming

Presenting the Data

Inquires

Presenting the Data

Applicant Analysis

Presenting the Data

Info Session Campaign Opening

y  =  -­‐329.5ln(x)  +  1401.2  R²  =  0.97271  

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Months  a0er  Ini3al  Contact  Crea3on  

Presenting the Data

Attendee Throughput

25.0%

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45.0%

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55.0%

Cumulative Info Session Rates

Attendees

Applicants

Presenting the Data

Conversion

Prospects, 1000 Prospects, 1099

Prospects, 1250

Prospects, 864 Prospects, 874 Prospects, 1003

Prospects, 870 Prospects, 1023

Stealth, 117 Stealth, 106

Stealth, 93

Stealth, 189 Stealth, 136

Stealth, 121 Stealth, 232

Stealth, 149 Incomplete, 57

Incomplete, 82

Incomplete, 60

Incomplete, 140 Incomplete, 103

Incomplete, 81 Incomplete, 133 Incomplete, 97 Closed, 104

Closed, 50 Closed, 48

Closed, 83 Closed, 52

Closed, 39 Closed, 107 Closed, 70

Admitted, 168 Admitted, 113 Admitted, 64

Admitted, 128

Admitted, 100 Admitted, 100

Admitted, 196 Admitted, 117

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Fa 2012 Sp 2013 Su 2013 Fa 2013 Sp 2014 Su 2014 Fa 2014 Sp 2015

1446 1450 1515 1404 1265 1344 1538 1456

Prospects Stealth Incomplete Closed Admitted

Presenting the Data

Inquiry-Applicant Correlation

Presenting the Data

Applications by Month

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

APPLICATIONS STARTED

Fall Spring Summer

Summing it Up

Take it to Make it •  Yield to no one: assert self and your influence •  Observe your environment •  Uncover institutional goals •  Recognize what KPMs matter •  Optimize data extraction/gathering •  Create reports with impact and meaning •  Keep to a regular reporting schedule

Y O U R O C K !

Questions?

Phil Melita pmelita@richmond.edu