ok, i'll do it myself! data mining, reporting, and analytics on a shoestring
TRANSCRIPT
OK, I’ll Do It Myself! Data Mining, Reporting, and Analytics on a Shoestring
Phil Melita Coordinator, Marketing & Communications
University of Richmond SPCS
July 28, 2015
Agenda • Setting the Scene • Determining the Scale • Finding your Space • Assessing the Challenge • Picking the Criteria • Pulling the Information • Presenting the Data
Setting the Scene
Who/What/Where is SPCS • Private, Liberal-Arts University in Virginia • One of 5 autonomous Schools with distinct Dean,
tuition, admissions, marketing, etc. • Degree, Non-Credit, OLLI, Summer • Almost exclusively classroom-based • Started with Intelliworks/Radius in 2008
Setting the Scene
Knee-deep in data • Facebook, Fitbit, Apple WATCH, Statcast • Google Analytics • How are we doing? • How is what you’re doing doing?
Determining the Scale
SPCS parameters • 130 inquiries per month • 70 applications per month • 47,000 contacts in Radius • 200 campaigns per year (+800 from comm plans) • 230 info session attendees per year
Determining the Scale
SPCS history • Rollout September 2008 • Initially 5 users, now 10 • Began with degree-program inquiry capture • Me, Myself, and I
Finding your Space
Finding your Space
Who are you? What do you do? • What is your role in the organization? • What data do you influence? • Where can you add value?
Finding your Space
Assessing the Challenge
The Goal • Money? (Revenue/Profit/Gross margin) • Reach? (Attendance/Enrollments/Web visits) • Growth? (Doing better than last year/typical term)
Picking the Criteria
S.O.S.
(Shiny Object Syndrome)
Picking the Criteria
https://youtu.be/tIwH7ptHCWc
Picking the Criteria
Progress toward The Goal • Measuring interest/responsiveness • Seats in seats/Counting noses
(attendees, registrants, etc.) • Conversion from stage to stage • Determining trends • Key Performance Metrics (KPMs)
• Measureable • Actionable • Predictive
Picking the Criteria
What does Radius let us see? • Inquiries • Applications • Interactions • Reservations • Interest (open rates, click-throughs) • Cumulative data or date-range analysis
Picking the Criteria
Picking the Criteria
Decisions, decisions. . . • Web visits/users • Inquiries • Applications • Attendees
Picking the Criteria
Google Sheet
Pulling the Information
Where to find What you Want • List Views • Targets • Campaign Results
Pulling the Information
Create data interactions • Attendee throughput • Started-to-Submitted window • Comm Plan success • Application time analysis • Applicant analysis by term (Fall/Spring/Summer) • Contact creation date and Campaign opens • Conversion (inquiry-to-applicant) • Correlations: e.g. Inquiries to Applications
Presenting the Data
Getting your point across • Dashboards • Infographics • Graphs • Regularly-scheduled programming
Presenting the Data
Inquires
Presenting the Data
Applicant Analysis
Presenting the Data
Info Session Campaign Opening
y = -‐329.5ln(x) + 1401.2 R² = 0.97271
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Freq
uency
Months
Months a0er Ini3al Contact Crea3on
Presenting the Data
Attendee Throughput
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
Cumulative Info Session Rates
Attendees
Applicants
Presenting the Data
Conversion
Prospects, 1000 Prospects, 1099
Prospects, 1250
Prospects, 864 Prospects, 874 Prospects, 1003
Prospects, 870 Prospects, 1023
Stealth, 117 Stealth, 106
Stealth, 93
Stealth, 189 Stealth, 136
Stealth, 121 Stealth, 232
Stealth, 149 Incomplete, 57
Incomplete, 82
Incomplete, 60
Incomplete, 140 Incomplete, 103
Incomplete, 81 Incomplete, 133 Incomplete, 97 Closed, 104
Closed, 50 Closed, 48
Closed, 83 Closed, 52
Closed, 39 Closed, 107 Closed, 70
Admitted, 168 Admitted, 113 Admitted, 64
Admitted, 128
Admitted, 100 Admitted, 100
Admitted, 196 Admitted, 117
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Fa 2012 Sp 2013 Su 2013 Fa 2013 Sp 2014 Su 2014 Fa 2014 Sp 2015
1446 1450 1515 1404 1265 1344 1538 1456
Prospects Stealth Incomplete Closed Admitted
Presenting the Data
Inquiry-Applicant Correlation
Presenting the Data
Applications by Month
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
APPLICATIONS STARTED
Fall Spring Summer
Summing it Up
Take it to Make it • Yield to no one: assert self and your influence • Observe your environment • Uncover institutional goals • Recognize what KPMs matter • Optimize data extraction/gathering • Create reports with impact and meaning • Keep to a regular reporting schedule
Y O U R O C K !
Questions?
Phil Melita [email protected]