Hidden Treasures Identifying data sources that provide insights

into customer behaviour

Jo ReesManager Market Research

CQUniversity Australia

What do you want to know ?-data sources are everywhere

Data Perspectives•Performance•Profile•Behaviour

“The goal is to turn data into information, and information into insight” (and insight into action)

Carly Fiorina, Former CEO of HP

Today’s Presentation

Pre Student Journey is where we started- Need to understand why people choose us?

Information search

Choice

Transition

Attention

Pre-Student JourneyPhases

Data Sources

Surveys(CQU

generated)

CRM Google Analytics

Tertiary Admissions

Centres

Attention CSS SES

Information Search

Choice

Transition

Audience Profile

Data Sources Used to Provide Pre Student Information

CSS = Commencing Student SurveySES=School Engagement Survey

Holistic view of pre student journey Data Source -Commencing Student Survey

Recruitment Journey

Onboarding experience

Commencing Student Survey- Methodology

Commencing Student Survey- Influence on strategy

Market Intelligence

Research Instrument Insight Strategy influence

Decision Journey Commencing Student Survey

Consideration Set Communication Strategy-Publication Contents

Decision Sequence Balance between brand and program promotions

Reasoning Communication Strategy -Messages

Information Search Communication Strategy -Channels

Duration of Information Search

Prospect ManagementCommunications Strategy -Scheduling

The Undergraduate Guide contains a career directory and program summary because we know that in the information

search people will be considering multiple programs and careers.

The Undergraduate Guide contains a career directory and program summary because we know that in the information

search people will be considering multiple programs and careers.

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Publications and web information search pathways have a strong program focus as we know that over half our students lead

with program choice before university choice.

Publications and web information search pathways have a strong program focus as we know that over half our students lead

with program choice before university choice.

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Offering distance education was another popular reasons for choosing to study with CQUni. We

embrace this message into our current campaigns

Offering distance education was another popular reasons for choosing to study with CQUni. We

embrace this message into our current campaigns

Studying close to home was one of the main reasons for choosing to study with CQUni. We reinforce this

message in our advertising to footprint areas.

Studying close to home was one of the main reasons for choosing to study with CQUni. We reinforce this

message in our advertising to footprint areas.

Survey findings indicated that engineering was chosen by people who wanted to understand how things

worked. We put that in our messages

Survey findings indicated that engineering was chosen by people who wanted to understand how things

worked. We put that in our messages

The response we got for health programs was that people choosing to study in this area wanted to help

others.

The response we got for health programs was that people choosing to study in this area wanted to help

others.

80% of term1 domestic commencing students made a decision within three months of commencing the

information search.

80% of term1 domestic commencing students made a decision within three months of commencing the

information search.

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92% visited web in their information search •52% of those also phoned student contact centre92% visited web in their information search •52% of those also phoned student contact centre

46% rang the Student Contact Centre46% rang the Student Contact Centre

Evolution of the self directed buyer

Length of the decision journey

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•Contact with CQU•Experience with CQU

•Perception of CQU

-Being located close to home was seen as the main reason why students were choosing to study with CQUniversity .

-A wide range of programs was another high ranking perceptions for why school leavers chose to study with CQUniversity.

-Education, Engineering & Health were perceived as the most recognisable CQUniversity programs

Attention phase of pre student journey

Data Source -School Engagement Survey

Information Search phase Data Source- CRM (Customer Relationship Management

System)

Register Your Interest Form- Need to preload CRM field with source of data

CRM Lessons Learnt

Form

Domicile

CRM

Report Options Missing Data Fields

CRM Lessons Learnt

Data entry

Retrieve data

Google Analytics- Monitoring information search pathway

traffic

Information Search phase Date Source- Google Analytics

Google Analytics- Web visits can be measured

Pages / Visit

Avg. Visit Duration

% New Visits

Bounce Rate

2.11 1:18:00 80.41% 72.75%

32 621 visits

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Google Analytics- Causality relationships

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Analytics Elements•Market Size

•Market Growth•Market Share

•Geographical Demand•Applicant Type Demand•Demographic Demand

•Competitor Scans•Positioning

•Timing

The data source influences the sophistication of analysis. The data source influences the sophistication of analysis.

Choice and Transition phase Date Source- Tertiary Admissions Centre and

CQUniversity

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Market Intelligence Data source Insight Strategy influence

Market Analytics

Admission Centre Data Undergraduate demand

Program Portfolio Strategy

Market Strategy

Promotional Strategy

Internet Competitor scansProgram Portfolio Strategy

Market StrategyPromotional Strategy

CQUniversity Performance

Analytics

Admissions Data

Undergraduate recruitment performance

trends( application, offers ,

acceptances) Program Portfolio StrategyPromotional StrategyUniversity

dashboardPost census enrolment performance & profile

COGNOS report Postgraduate performance trends

Choice and Transition phase Turning data into Insight

Analytics Tool -Excel

Analytics Tool –Metadata

Primary Schools Mobile Education

Trailer Yr 8 Hero's Journey Yr 9 Career Match Yr 10 Uni Skills Yr 11 The Great RaceYr 12 Scholarships, Access and Support

Bed SS Alp SS Alp SS Alp SS Alp SS Alp SSBir SS Cal College Cal College Cal College Cal College Cal CollegeJun SS Spr SS Spr SS Spr SS Spr SS Spr SSWin SS Big SS Big SS Big SS Big SS Big SSAna SS Bil SS Bil SS Bil SS Bil SS Bil SS

SchoolsMobile Education

TrailerYr 8 Hero's

JourneyYr 9 Career

MatchYr 10 Uni

SkillsYr 11 The Great

RaceYr 12 Scholarships, Access

& SupportBed SS yes Bir SS yes Jun SS yes Win SS yes Ana SS yes Alp SS yes yes yes yes yes

Cal College yes yes yes yes yesSpr SS yes yes yes yes yesBig SS yes yes yes yes yesBil SS yes yes yes yes yes

X

√

List

Data

Analytics Challenges-Data Visualisation

“The purpose of visualization is insight, not pictures”Ben Shneiderman (1999)

“Not everything that can be counted counts, and not everything that counts can be counted.”

Albert Einstein, Physicist

Key Takeaways

Thankyou

j.rees@cqu.edu.au