Defining Digital Marketing for Higher Education Marketing Analytics Data Driven Decision Making Kindly sponsored by Siteimprove Europe, Roundhouse Digital and Pubble.
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Defining Digital Marketingfor Higher Education
Marketing Analytics Data Driven Decision Making
Kindly sponsored by Siteimprove Europe, Roundhouse Digital and Pubble.
Key challenges
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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)
Confidential – t44u 2015
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
6
Data… lots of data
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Data… lots of data
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2 Key challenges
•Google Universal Analytics
•CRM Data
•ERP / eCommerceSystem / Student Information System
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Data / Analytics Silos
•A/B Testing
•Multivarient Testing
•Personalisation / Content Targeting
Quick and nimble testing
How does TERMINALFOUR want to help solve these challenges?
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Join the Dots - Performance Dashboards
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Google Web Analytics
Email MarketingCRM
Form Submissions
AllumniCRM
SIS / ERP
Conversion Dashboards
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Optimisation of pages & forms
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Target content for better results
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GEOIP
BehaviourCourse Search
Form Submissions
RetargettingEmail
Clickthroughs
Case StudyHow this can have a real impact
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Excellent books on this topic
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Defining Digital Marketingfor Higher Education
Questions?
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