Date post: | 29-Jan-2018 |
Category: |
Technology |
Upload: | terminalfour |
View: | 369 times |
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Defining Digital Marketingfor Higher Education
Marketing Analytics Data Driven Decision Making
Kindly sponsored by Siteimprove Europe, Roundhouse Digital and Pubble.
Key challenges
Confidential – t44u 20152
The “focus” on Vanity metrics
Everyone’s a “Digital Expert”
Limited time / resources / budget
Lots of data / analytics - hard to join the dots
Our vision… results focused
Manage Measure Engage Transact
Are my websites working?
Can I easily update them
in any language?
KPIs / analytics - are
they delivering?
What can we improve?
Connect with the millennial
generation
Student recruitment & retention - engage
with potential students in a more personalised way
As easy to book a course
as book a hotel room
Receive fundraising donations
3
Proven Results for our ClientsSwinburne University (Melbourne)
Confidential – t44u 2015
32% increase in Under Graduate course
enquiries within 4 days of moving to
TERMINALFOUR
4
Sacred Heart University (Connecticut)
18% increase in Open Day registration through content
targeting & personalisation
2 Key challenges
•Google Universal Analytics
•CRM Data
•ERP / eCommerceSystem / Student Information System
Confidential – t44u 20159
Data / Analytics Silos
•A/B Testing
•Multivarient Testing
•Personalisation / Content Targeting
Quick and nimble testing
Join the Dots - Performance Dashboards
Confidential – t44u 201511
Google Web Analytics
Email MarketingCRM
Form Submissions
AllumniCRM
SIS / ERP
Target content for better results
Confidential – t44u 201514
GEOIP
BehaviourCourse Search
Form Submissions
RetargettingEmail
Clickthroughs