Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 1

Using Analytics Tools to Better

Understand Market Segment in

Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 2

1. Geographic Market Segmentation

2. Demographic Market Segmentation

3. Psychographic Market Segmentation

4. Behavioral Market Segmentation

Overview

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 3

Geographic segmentation breaks down your web traffic by

geographic criteria:

countries,

states/provinces,

regions,

counties,

cities,

neighborhoods,

or even zip/postal codes.

1. Geographic Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 4

The report below, from Google Analytics, shows a distribution

of website visitors from the state of Texas to an anonymous

college’s website over a 1 month period.

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 5

If you are College or University marketer with a high priority

to recruit students regionally, this simple type of analysis can

make your marketing planning and recruitment human

resource allocations much simpler.

1. Geographic Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 6

As you know, demographics are statistical characteristics of

your site visitor population.

Demographic segmentation involves things like:

age

gender

family size

income

occupation

education

2. Demographic Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 7

In this example, Google Analytics is used to report visitor

behavior, based on the language settings used on their

computers.

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 8

International student recruitment is a very important part of

revenue generation for many colleges and universities.

This type of analysis can be very useful to marketing

planning and optimization of your site, as you work to

develop a relationship with these foreign language speaking,

prospect students.

2. Demographic Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 9

Psychographic segmentation examines markets according

to lifestyle, personality, and values.

Psychographic segmentation is often studied in parallel to

demographics as people within the same demographic

group often have very different psychographic profiles.

3. Psychographic Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 10

In the Google Analytics report below, a community college’s

microsite mobile traffic is examined to reveal local student

smart phone preference.

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 11

Over 66% of the mobile device traffic is from an Apple

operating system.

So in this market, Apple is clearly winning the brand battle for the

hearts and minds of the college student.

Understanding student popular opinion toward and use of

Apple, Android and Blackberry systems can be very

important in setting priorities in the future development of

internal college mobile apps and campaigns

3. Psychographic Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 12

Is mobile operating system a psychographic or a behavioral

segment?

It can be psychographic because it seems that these

days, your selection of smart phone OS is as much a

political statement of your support to Apple, Google

and to a lesser extent RIM, rather than simply the

purchase of a product

3. Psychographic Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 13

Behavioral segmentation typically divides people into groups

according to their knowledge of, attitude towards, use of, or

response to, a product.

In the higher ed digital marketing context, we use web

analytics to break-down the range of all visitors (prospective

students, existing students, staff, parents, alumni, etc.) into a

number of discrete channels.

Each channel is then analyzed and a virtual profile is created

to deal with each channel.

4. Behavioral Market Segmentation

Source: Higher Education Marketing – Using Analytics Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 14

These profiles can be developed into personas that give you

a starting point in terms of deciding what content, navigation

and layout to present to each of the different personas for

optimal conversion results.

Further micro-segmentation of your channels can be

researched using A/B testing.

4. Behavioral Market Segmentation

Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education

Using Analytics Tools to Better Understand

Market Segments in Higher Education

Slide 15

Questions? 1.514.312.3968

info@higher-education-marketing.com

Visit our Website: Higher Education Marketing

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