Draft content final presentation mkt355

PAST

Former Site

Former  Portal  

New  Site  

New  Portal  

3 EXTERNAL WEBSITES

DYNAMIC MEDIA

TOTAL GRAPHIC REDESIGN

CONTINUAL INTERNAL USAGE

3000+ PAGES OF CONTENT

ONE SITE TO RULE THEM ALL

Student Reaction

Why the switch?

2010 - 2012

           Last  Two  Years  Analy6cs  Pa8ern  

PRESENT

Challenges • Residential Undergraduate

• Online & Continuing Education

• Graduate Studies

KPIs

•  Program Finder

•  Information For

•  Click thru to social sites

•  Video plays •  Gallery views

Undergrad KPIs

•  Contact Form

•  UG Apply

•  Request Information

•  Visit Champlain

•  Event Registrations •  Downloads of PDFs

11%

~4%

.2%

If you don't know how to ask the right question, you discover nothing. W. Edward Deming

Champlain's Analytical Goals

•  Allow for an accurate and thorough understanding of overall website performance, and traffic sources (paid and non-paid)

•  Enable cross-domain tracking •  Minimize need on human interaction •  Support EASY and thorough reporting

Analytical Strategies

•  'Fresh' start to Google Analytics

•  Define the KPIs that allow greater understanding of site

usage behavior and performance

•  Set up profiles that will support easy segmentation of data

•  Primarily use event reports to gain deeper look at behavior

and minimize human interaction with setup

•  Setup conversion goals for commonly viewed KPIs

•  Link Google AdWords to allow for seamless data capture

•  Define plan for setting up Event and UTM codes

•  Now cross tracking: ONE SITE TO RULE THEM ALL •  Integrates with backend system •  Auto Tracking URLs for events •  Ability to tracking links that are leaving the site •  Minimize the need for human interaction

Affordances of New Site

23.03%

That’s the paradox of data: a lack of it means you cannot make complete decisions, but even with a lot of data, you still get an infinitesimally small number of insights. Avinash Kaushik

Not everything that can be counted counts, and not everything that counts can be counted. Albert Einstein

If you torture the data long enough, it will confess. Ronald Coase

FUTURE

Monetization of Goals

Streamline Reporting Process

Social media's role in the entire student acquisition and retention lifecycle:

Initial audiences viewing Champlain Social media

Prospective applicant generation

Post acceptance communications

Alumni relations

Social Referrals to Champlain.edu

Social UTM UTM_Source, UTM_Medium, UTM_Term, UTM_Content, UTM_Campaign http://www.champlain.edu/mediation-degree/masters-mediation-and-applied-conflict-studies/online-information-session?utm_source=Facebook&utm_medium=CCGradstudies&utm_term=MS+in+Mediation+&+Applied+Conflict+Studies+online+info+session+&utm_content=Posted_4/22/13&utm_campaign=MS+in+mediation+&+applied+conflict+studies+info+session

Differentiate social media inbound from CPS/ Graduate / Undergraduate

•  Provide access to pertinent information to their perspective

program of study. o  Past student testimonials o  Course descriptions

•  Encourage visiting prospective student to take a called upon

action: o  Request more information o  Schedule a campus visit o  Online Application

Ultimate Goal of Conversion Request more information Apply for admission Attend

Transition to data driven culture

•  AB testing •  Multi-variate testing •  User testing

Which Test won: Champlain needs a similar process where the webmasters are looking at landing pages and optimize the page based on behavior of their target.

Website

Qualitative

(Why?)

e.g. UTM's

Quantitative (What?)

e.g. Focus Groups