t44u 2015, marketing analytics data driven decision making

Defining Digital Marketingfor Higher Education

Marketing Analytics Data Driven Decision Making

Kindly sponsored by Siteimprove Europe, Roundhouse Digital and Pubble.

Key challenges

Confidential – t44u 20152

The “focus” on Vanity metrics

Everyone’s a “Digital Expert”

Limited time / resources / budget

Lots of data / analytics - hard to join the dots

Our vision… results focused

Manage Measure Engage Transact

Are my websites working?

Can I easily update them

in any language?

KPIs / analytics - are

they delivering?

What can we improve?

Connect with the millennial

generation

Student recruitment & retention - engage

with potential students in a more personalised way

As easy to book a course

as book a hotel room

Receive fundraising donations

3

Proven Results for our ClientsSwinburne University (Melbourne)


32% increase in Under Graduate course

enquiries within 4 days of moving to

TERMINALFOUR

4

Sacred Heart University (Connecticut)

18% increase in Open Day registration through content

targeting & personalisation

Data… lots of data


2 Key challenges

•Google Universal Analytics

•CRM Data

•ERP / eCommerceSystem / Student Information System


Data / Analytics Silos

•A/B Testing

•Multivarient Testing

•Personalisation / Content Targeting

Quick and nimble testing

How does TERMINALFOUR want to help solve these challenges?


Join the Dots - Performance Dashboards


Google Web Analytics

Email MarketingCRM

Form Submissions

AllumniCRM

SIS / ERP

Conversion Dashboards


Optimisation of pages & forms


Target content for better results


GEOIP

BehaviourCourse Search

Form Submissions

RetargettingEmail

Clickthroughs

Case StudyHow this can have a real impact


Excellent books on this topic


Defining Digital Marketingfor Higher Education

Questions?


t44u 2015, marketing analytics data driven decision making

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