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