Making the Most of Reporting: The Power of Analytics
Transcript of Making the Most of Reporting: The Power of Analytics
M a k i n g t h e m o s t o f r e p o r t i n g - t h e p o w e r o f a n a l y t i c s
Nicole BriniUniversità Cattolica del Sacro CuoreLondon, UK | February 2017
Università Cattolica was founded in 1921 in Milan, Italy and is the largest European private University.
40,000 students10,000 new graduates every year1,650 faculty members
3,000 international students2,200 students per year go on a study orwork abroad program
1 4 Campuses: Milan, Piacenza-Cremona, Rome, Brescia
12 Schools: 41 Bachelor degrees, 6 Single-cycle degrees, 42 Master degrees, 100 Specializing masters, 16 Double degrees
#368 Academic Reputation (QS WUR)
#132 Employer Reputation (QS WUR)
#81-90 QS Graduate Employability Ranking 2016
10 Subjects in the TOP 200 QS WUR by
Subject
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History Location
Students and Faculty
International dimension
Rankings
Schools
Università Cattolica del Sacro Cuore – Facts and figures
# H U E M E A 1 7
Drag or drop your photograph here
Weaknesses
Let’s get this straight.. No geeks in the house, unfortunately. Confusion in the Top Management of the University about what internationalization really means and how to achieve this. Small Recruitment and Marketing & Communications teams.
Strengths
Commitment to customer support
Introduced Hobsons technology products in 2008, in 2016 we started the migration from Connect & AY to Radius (both domestic and international teams)International team has been a leader and an advocate within the UniversityStrong reputation in Italy
ThreatsNewcomers in the marketCatholic institution; resilience to different religions in certain marketsNational unstable economic conditionsVery bureaucratic national education system
Opportunities
Becoming the leading private comprehensive Southern European universityItaly has a very accessible visa procedure compared to other countriesLocated in globally renowned cities (e.g. Milan hosts of Expo 2015, Rome the Eternal city)
Apologies for the confusion (and for the reverse SWOT Analysis)
# H U E M E A 1 7
Our international recruiters team (established in 2011) is responsible for developing the marketing/sales plan: they observe international trends, select Università Cattolica’s official
representatives (agents), they program benchmark, calculate ROIs, hop on a plane every week and mystery shop online.
They are our super heroes.And finally we gave them the tool to interpret the marketing funnel in the best way.
Recruiter
What does this tell us aboutour audience?1. We have a great number
of Italians living abroad/Second generations wanting to study at Cattolica (strong national brand)
2. Students already living in Italy but holding an internationalqualification make the largest group of applicants
3. The UAE is a target country for recruitmentalthough we do notattract UAE citizens (US influence is still toostrong)
4. Turkey is a big market
Addressing the student diversityissue (and value)
1. Market segmentation2. Identify where to go and
which program to promote
3. Together with “source” information develop a successful marketing strategy
Measuring ROIs - How didyou learn about Cattolica?1) Google search2) Agent3) Current or previous
Cattolica Student
Country-segmentedinformation and source relatedbreak-down
The importance of Word of Mouth ….. and professors
Agent network
• Cattolica still relies a loton its agent network for recruitment
• Real time reporting allows Recruitment team to track ongoing agents’ performance
• Instead of relying on excel file sheets that are outdated the secondafter you download them
• 179 students stated theylearned about Cattolica thanks to an agent vs 225 declare they are applying through an agent (+25%)
Recruitmentfairs/events
1. Identify mostvaluable/fruitful events
2. Especially for countriesthat we enter for the first time
3. List views also allowthem to follow up on specific targets in an independent, fast and easy way. i.e. sendingapplication fee waivers to those who attendedspecific events.
Contacts divided by event name
Submitted applicants dividedby event name
Communicatingresults to top management• Weekly result
update sent to top management
• Specific userprofiles built for result and marketing analysis
• Training and tutorials for faculty membersinvolved in
Case and Application Management
• 2016/17 is our ”Yearzero”.
• We started connectingsome of our email addresses to RadiusMailboxes and this willallow us to monitor and analyze workloads.
• Although we probablyalready know where the process can be improved, numbers willhelp us support ourrequest for change and staff increase.
# H U E M E A 1 7
What’s next
• Create Radius Mailboxes for all our student focused email addresses in order to track workload and inquiry management,
• Track enrollments and complete the marketing funnel analysis (looking forward to using Analytics module for applications!)
• Work with the outbound team to implement Radius usage for internal domestic students who will be treated as prospects “outbound”. Implementing the same marketing strategy applied for international students to domestic cohort.
Questions?
Nicole BriniInternational Reputation ManagerUniversità Cattolica del Sacro Cuore