Leveraging Web AnalyticsTo Increase the Funnel

Bart CaylorCaylor Solutions

Introduction

• Caylor Solutions

• 15+ years in Higher Ed

• 20 years in corporate + non-profit, etc.

• New agency model

• Previous experience +20 schools

• Anderson

• Taylor

• Huntington

• Trinity International

• Marian University

• IUPUI

Web Analytics Defined

The analysis of qualitative and quantitative data from your website and the competition

1. To drive a continual improvement of the online experience of your customers and prospects

2. Which translates into your desired outcomes (online and offline)

Avinash Kaushik, Web Analytics in an Hour a Day

Types of Analytics Tools

• Clickstream Analysis

• Competitive Intelligence Tools

• Experimentation & Testing Tools

• Voice of Customer

• Social Analysis

Clickstream Analysis

• Google Analytics

• Yahoo Web Analytics

• CrazyEgg.com

• Others: Web Trends, Omniture, Woopra, Formstack, etc.

Competitive Intelligence

• Complete.com

• Spyfu.com

• Quantcast.com

• Alexa.com

Experimentation & Testing

• Google Website Optimizer

• Optimizely

• Custom

Voice of Customer

• 4Q by iPerceptions

• KissInsights

• ClickTale

Social Analysis

• Facebook Insights

• Twitalyzer

• Radian 6

• Google Alerts

Enrollment Funnel

• Inquiry and Application Analysis to improve flow

• Review of returning prospects and tracking - VOC

• Continual improvements with A|B testing: CTA, Visit Registration, Incentives, etc.

• Communication flow analysis and improvements

• SEO and PPC opportunities with competitive analysis of key competitors for stealth apps

Big Data Defined

Walmart handles more than 1 million customer transactions every hour, which is imported into databases estimated to contain more than 2.5 petabytes of data - the equivalent of 167 times the information contained in all the books in the US Library of Congress

Future Impact

• Data intelligence on each inquiry at a counselor’s fingertips - Rapportative.com

• Refined Search

• Refined Communications Flow planning

• Customer Relationship Management enhanced

• Better predictive modeling

Next Steps

• Develop strategy on how to leverage analytics for your institution and enrollment process

• Work with web team to begin looking at digital marketing analysis tools

• Invest resources (time, budget) to understand how your digital tools are being used and look for “low hanging fruit” for continual improvement

• Learn, Learn, Learn

Questions

caylor@caylor-solutions.com