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Finding What You Are Looking For
Understanding Analytics Strategy
Eric Hodgson, IngeniuxAugust 2016
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www.ingeniux.comIngeniux Corporation | 2016
Eric Hodgson
Senior Business Analyst
About Me• 69.1% of my post-collegiate career
has been in higher education digital– 51.7% with a creative agency or CMS– 48.3% with an institution
• I have attended 81.8% of all eduWeb Digital Summits
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www.ingeniux.comIngeniux Corporation | 2016
Big Data• Industry revenue
growth of 300% in 4 years
• Advent of the Chief Digital Officer (CDO)
• Data integration at the forefront of IT projects
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www.ingeniux.comIngeniux Corporation | 2016
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Is this the right information for me?• Is it relevant to the environment I am currently in?
• Does it fill a gap I had in planning for a current project?
• Does it change my direction or focus?
• Do I have correlating data particular to my institution?
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www.ingeniux.comIngeniux Corporation | 2016
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WHAT IS ANALYTICS STRATEGY
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“Teenager” by Jared via Flickr | CC BY
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Identifying Scope• Campaigns• Departments• Organization
“Mamuschka” by S. Faric via Flickr | CC BY
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Goal: - Increase revenue
Desired Outcomes: - Increased enrollment
Strategies: - Expand regional markets
Measures & Targets: - Current: 16% of enrollment from
connecting states - Target: 20% of enrollment from
connecting states
Results: - 600 new students from connecting
states, resulting in $2.4 million in increased revenue
“Strategic Planning” by Management Guru | www.managementguru.net
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Digital Marketing Cycle
Plan
Implement
Assess
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Plan: Write a Success Statement
• Issue• Audience• Action
• Channels• Timeframe• Measurement
http://www.polyvore.com/
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Plan: Define Success
• Issue• Audience• Action
• Channels• Timeframe• Measuremen
t
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Implement: Build Out Your Plan
• Design• Messaging• User Flow• Resources
• Data Management
• Reporting Setuphttps://www.revinate.com/
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Implement: Build Out Your Plan
• Design• Messaging• User Flow• Resources
• Data Management
• Reporting Setup
• Channel measurements
• Goals and conversions in Google Analytics
• Reporting output
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Assess: Determine Success
• Reporting
• Reactions• Adjustments
• Final Measures
http://www.lifelock.com
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Assess: Iterate
• Reporting
• Reactions• Adjustments
• Final Measures
• Which channels are not hitting?• Which channels could do more?• Can the landing page be improved?
• Do not change the targeted measurement
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Assess: Bask in the Glory
• Reporting
• Reactions• Adjustments
• Final Measures
• Revisit the Success Statement• What went well• What could have been improved
• Recommend next steps
• Make data visual
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www.ingeniux.comIngeniux Corporation | 2016
Don’t Forget• Evaluate industry data based on your goals
• Plan: Write a Success Statement
• Implement: Know your reporting output
• Assess: Iterate to maximize results
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www.ingeniux.comIngeniux Corporation | 2016
Eric Hodgson
Senior Business Analyst
[email protected]@ehodgso @ingeniux
Thank You