Integrated Analytics: Measuring Success Along the Journey
-
Upload
vanessa-theoharis -
Category
Marketing
-
view
403 -
download
4
Transcript of Integrated Analytics: Measuring Success Along the Journey
INTEGRATED ANALYTICS:MEASURING SUCCESS ALONG THE JOURNEY
#CASED1
Gene Begin / @gbegin Vice President, Marketing & CommunicationsWheaton College
Vanessa Theoharis / @vanessatsmilesAssociate Director, Integrated Content StrategyBabson College
OUR OBJECTIVE
MAKE DIGITAL CHANNELS MATTER BY COMMUNICATING HOW THEY
DRIVE VALUE FOR OUR INSTITUTIONS.
AN INTEGRATED JOURNEY
HIGHER EDUCATION CONSTITUENCY MAP
Consider Evaluate BuyGood Luck? Alumni
HIGHER EDUCATION’S PAST RELATIONSHIP WITH THE CONSUMER DECISION JOURNEY
ApplyEngage
EnrollRegister
TODAY’S HIGHERED CONSTITUENCY JOURNEY
THE LOYALTY LOOP
WHERE WE TYPICALLY GET DATAData Sources
DATA SOURCES: SOCIAL MEDIA
Platforms Facebook Insights Twitter Analytics LinkedIn Analytics YouTube Analytics Iconosquare (for Instagram)
Monitoring Tools Advocacy Tool (i.e. GaggleAMP) Private Community Measurement and Engagement Qualitative Feedback
SOCIAL PLATFORMS AS DATA SOURCES
While this data is valuable… why is it not enough?
Focused on individual platform engagement and growth Siloed within channels May rely on assumptions Primarily support the “Advocacy” stage Does not illustrate our users’ integrated journeys
DATA SOURCES: EMAIL
Email Management System Open Rate Click Through Rate Opt-Outs
Giving Code Tracking Conversions Based on
Timeframe
EMAIL SYSTEMS AS DATA SOURCES
While this data is valuable… why is it not enough? Focused on individual email performance
rather than integration across emails and other channels
Higher Ed use of email is usually multidimensional, with numerous goals communicated around the same time
Siloed within channels May rely on assumptions Does not illustrate our users’ integrated journeys
GOOGLE ANALYTICSThe Social Report
THE SOCIAL REPORT: FROM GOOGLE
“The [Social Reports] bridge the gap between social media and the business metrics you care about -
allowing you to better measure the full value of the social channel for your business.”
Measuring Social Media Impact• Network Referrals• Landing Pages• Conversions
THE SOCIAL REPORT: QUESTIONS
1. Which social networks drive engaged visitors?
2. From social networks, what website content have our audiences engaged with the most?
3. How does traffic from social networks impact programmatic goals?
THE SOCIAL REPORT: OVERVIEW
Acquisition > Social
THE SOCIAL REPORT: NETWORK REFERRALS
Secondary Dimensions• Social Network• Date
THE SOCIAL REPORT: LANDING PAGES
THE SOCIAL REPORT: CONVERSIONSBased on goals (i.e. Program Inquiries, Donations, Alumni Class Notes)
GOOGLE ANALYTICSCampaigns for Email Communications
EMAIL CAMPAIGNS: FROM GOOGLE“Email campaigns are a cost-effective way of attracting quality
return visitors to your site. It's important that you tag your email campaigns with campaign tags so that you can track how well each email performs. This lets you optimize your
efforts and track your return on investment.”
Measuring Email Impact• Channels• CampaignsTips for Tracking Email Marketing CampaignsGoogle URL Builder
EMAIL CAMPAIGNS
Acquisition > All Traffic > Channels > Primary Dimension: Source
WHERE DOES THE DATA FIT IN THE JOURNEY?
Advancement Reporting and Dashboards
TODAY’S HIGHERED CONSTITUENCY JOURNEY
THE LOYALTY LOOP
THE WAYS WE MEASURE ADVANCEMENT ALONG THE JOURNEY
Key Performance Indicators (KPIs)
AWARE CONSIDER EVALUATE BUY ENJOY
Social Engagement• Impressions• Reach• Comments• Shares
Email Opens
Social Followers
Email CTR/VTR
Page Views
Time on Site
Giving: $$ and Participation
Volunteering
Ambassadorship
Event Attendance
Social Comments/ Sharing
QUARTERLY DASHBOARD
Shared with Senior Leadership Shared with Program Managers Shared with Marketing & Social Media Councils Data Helps Drive Future Campaigns and Content Use Data to…– Educate– Educate – Educate
EXAMPLE: MAJOR INSTITUTIONAL ANNOUNCEMENTS Institutional “digital announcements” shared primarily through social
channels and email. Measure the impact of announcements on new visitors to the website
(become aware) and programmatic goals (consider/buy). Use data to illustrate how audiences engage with the content.
Sample Goals:Undergraduate InquiriesGraduate InquiriesExecutive Education InquiriesAlumni Class Notes
YOUR NEW MANTRA
THANK YOU#CASED1
Gene Begin / @gbegin Vice President, Marketing & CommunicationsWheaton College
Vanessa Theoharis / @vanessatsmilesAssociate Director, Integrated Content StrategyBabson College