AACRAO Technology Conference 2013Tucson, AZ

J im BouseUnivers i ty of Oregon

Enrollment Management Marketing and Communications in the Era of Big

Data

What We Will Cover• Marketing and Communications• Viral and Personalized Video’s• Big Data• Social Media• CRM• Predictive Analytics• Mobile• The streams will cross often

Call Me A Duck

Videos helping expand brand awareness

BYU New SpiceStudy Like a Scholar

Perls of KnowledgeLocation, Location, Location

Big Data

Big Data“Linking data from disparate sources to answer questions you didn’t even know to ask.”

Kent KuoOregon State, Dir. Ent. Computing

Big Data“Sifting through the sea of information in search of trends and truths.” - Andrew Barbour, Campus Technology

Big Data•The 4 V’s

• Volume• Variety• Velocity• Veracity

Big Data

-IBM

Petabytes

•13.3 years of HD TV•2,000 years of songs•Financial Times Video

Big Data: Analytics, Tracking, Prediction• Target pregnancy ads• RFID• Big Brother is here and he is us. Walmart

infrared (Prism consortium).• Amazon to Facebook example

“Free” internet. We are not the customer, we are

the product.

Perls of KnowledgeNCard

Social Media

Listen and MonitorThere are more channels than ever.

• Facebook (1.1B +, 61% Mobile)• Google (1.8T/yr)• Twitter (555M +)• College Confidential (Hobsons)• Instagram• Google Maps, Apple iOS, review your

campus

Where are Teens on Social?

Teen Survey (sentiments)

Schools on Tumblr

http://higheredsocialmedia.tumblr.com/post/35452524815/list-of-universities-on-tumblr

Gangnam StyleOregon Duck Parody

Psy’s FavoritesShout Out to the Duck

Perls of KnowledgeHarlem Shake

Ask the Right QuestionsTop Write-in Votes on Teen Social Survey•Wanelo: Socially curated shopping•Vine: “Vine is doing to YouTube what Twitter did to Blogger.” •Snapchat: 60m vs 40m for Instagram•Kik: 30m users, videos, memes (not email/text)

Ask the Right Questions

•Tinder: “They (teens) care that it made digital flirting acceptable without feeling weird.”

-Brian Wong, found of Kiip

Teen Trends“The trend, particularly with the younger demographic, seems to support more specific social networks — statuses on Twitter (30%), photos on Instagram, pin boards on Pinterest, live stream on Pheed and short videos on Vine.”

Prerna Talreja, Policymic, Media and Tech, April 2013

The Original Facebook?

•Inigral: The Schools App (colleges only)•Path (150 “friend” limit)

Migrate to UOPersonalized Video

Perls of KnowledgeSnow Days

CRM

CRM Service

• Be smarter than you have been in the past• Be more effective• Need to appear more unified and cohesive

CRM Action

• Automating actionable intelligence• Delivering to student and the school

Relevant Communications• Who• What• When• Where• Hopefully you have a “Why” you are doing

this.• Opt in

Perls of Knowledge#YOLO

Predictive AnalyticsWhat Do We Want To Know

What HappenedReportsDashboards

What Is HappeningReal-Time Analytics

What Is LikelyPredictive Analytics

Why Did ItForensic Data Mining

Why Is ItReal-Time Data Mining

What Should I DoPrescriptive Analytics

What Do You Want to Know?

Only .5% of world’s data is analyzed

Where Do You Want to Be?• Anticipating needs, predictive• A “concierge” model

Mobile

MobilePart of the Where and HowTies into the way users want to interact, timeshift.

Mobile Data Dev"One of the most valuable lessons I've learned over my career is that if you don't log each and every click or event, you can't reinvent that information," Lent said. "So make sure you have a very comprehensive way to instrument your apps with a simple SDK, (and then) log the data and pull it into a big data structure."

Mobile Usage•Custom tour of class schedule•3D path finding•Geo-fencing•Location aware segmentation

GameificationThree stages

1. Informed users2. Connected users3. Users acting on information they

receive

GameificationLeveraging motivation beyond the

fiscal• Health tap• Klout• Fitocracy• Facebook “Likes”• Foursquare

Privacy?

The Long Game•If we are successful bringing students to us, how does that model continue through matriculation, enrollment, graduation, alumni experience to potential donors?

•How do we continue to meet heightened expectations, especially if we help create them?

Review• Marketing and Communications• Viral and Personalized Video’s• Big Data• Social Media• CRM• Predictive Analytics• Mobile

Perls of KnowledgeAngry Birds

IntroDUCKtionUO Orientation Video, link only works

for in person presentations

Pancho Villa Toasting Time

Questions?Jim BouseAssociate Registrar for Technologyjbouse@uoregon.edu541.346.3182