Thomas Petersen: Data is your eyes - not your brain

Thomas PetersenOnline content managerMetropolitan University CollegeTwitter: @herinde

Data is your eyes – not your brain

Quote: Colleen Jones

A discussion of how we can use data to develop web content

Metropolitan University College

6Locations in Copenhagen

10.000Students

17Study programmes

Foto: Anne Trap-Lind

20-29Years of age

2 years ago

From decentralized web publishing

… to (fairly) centralized web publishing

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1,000

1,500

2,000

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3,000

Undergraduate study programmes, 1 month

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1,000

1,500

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Top 100 pages60% of all visits

Undergraduate study programmes, 1 month

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500

1,000

1,500

2,000

2,500

3,000

Top 100 pages60% of all visits

Undergraduate study programmes, 1 month

What does it mean?

THE BLOB

BEWARE,

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What’s at the bottom?

PUSH

21%13%5%

0,3%

0%

Admissions

0,3%

0,6%

1,1% 0,7% 0,6%

Internal pages: 76%Search: 22%Direct: 3%External pages: <1

Bounce: 39%Exits: 35%

Top content

Admissions

About the programme

Study start

The structure of the programme

Contactinformation

Mest populære sider under grunduddannelser (seneste år).

Overview Structure Facts

What they want

USE OTHER SOURCES

TEST YOUR ASSUMPTIONS

3000We asked

Answered1000

98%Have you visited Metropolitan’s website phmetropol.dk?

76%Which media played the most important role in your choice of study programme?(Choose 1-2 most important)

3%Which media played the most important role in your choice of study programme?(Choose 1-2 most important)

About the programme / structure

Admissions

Study start

Career opportunities

Admissions

About the programme

Study start

The structure of the programme

Contactinformation

Mest populære sider under grunduddannelser (seneste år).

10

Inspiration

Introduction

Validation

Confirmation

Decision

User journey

Inspiration

Introduction

Validation

Confirmation

Decision

User journey

Family

Friends

High school student counsellors

Metropol student counsellors

Metropol website

Open house

Study guide-website Metropol website

Applicationwebsite

10Further trainingCareersInternational

About the programme / structureAdmissionsStudy start

Data is your eyes not your brain

Colleen Jones

IN THE ORGANISATION

BRING YOUR DATA INTO PLAY

CONTENT AUDITS

21%13%5%

0,3%

0%

Admissions

0,3%

0,6%

1,1% 0,7% 0,6%

Internal pages: 76%Search: 22%Direct: 3%External pages: <1

Bounce: 39%Exits: 35%

9%Percentage played87%

24%13%

Internal pages: 73%Search: 33%Direct: 3%External pages: <1

9%

Bounce: 28%Exits: 31%

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60%700 pages

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1,500

2,000

2,500

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700 sider

1 43 85 127 169 211 253 295 337 379 421 463 505 547 589 631 673 715 757 799 841 883 925 967 100910511093113511770

500

1,000

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2,000

2,500

3,000

700 sider

THE BLOB

BEWARE,

Data

www.phmetropol.dk