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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Loyola University Maryland | Graduate Studies

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Tracking & The Non-Linear Path

The Omni-Channel Funnel

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Understanding What You Should & Should Not Track

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Simplify Your Relationship with Data

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“Who knows what it could mean?”

-Stephen Colbert

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Vanity Metrics

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The Monet of Metrics

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Fans Aren’t Metrics

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The Real Value of Click Metrics

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Create A Story

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Depict Results

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Content Analytics

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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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Visitors Inquiries

Funnel-Driven Analytics

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Path To Conversion

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Path To Conversion

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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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Omni-Channel Conversions

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Lead Gen: Paid DisplayLead Gen: Paid SearchAwareness: TVAwareness: BillboardAwareness: RadioAwareness: Paid Search

Omni-Channel Planning

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Visual Analytics Dashboards

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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