Using Data to Define Cool

Using Data to Define Cool

Martin Sickafoose

Director of Digital Marketing

Purdue University

[email protected]

How I Ended Up Here (in Austin)Salesforce at Purdue

We currently have 13 groups using solutions from Salesforce on our

campus

How I Ended Up Here (in Austin)Salesforce at Purdue

Oversight of Purdue.edu, our mobile apps and our social media on

campus

New Ideas on CollaborationWorking with stakeholders on campus

Reaching out to the Purdue Alumni Association

Identifying donors via social media for University

Development

Engaging our Board of Trustees

What Happens When …Working with stakeholders on campus

What happens when a Trustee asks you to make the website

“cool”?

How do you even define cool?

Text, images, charts, tables can be put in this placeholder.

Defining CoolDecade by decade








Defining Cool?Decade by decade

In addition to the 8

navigational elements, we

included links to What’s New

and Search along with a Did

You Know? feature.

So how do we define cool within a website?Purdue.edu 1997

Quick links first show up

(with a nod to the future) and

more links are added

including a “Meet Our New

President” link.


News & Events makes an

appearance along with a

hero image on the

homepage.


Behold the carousel

(and the swine flu)


The carousel become bigger

and more links (183 to be

exact).


Responsive design and

audience driving navigation.

A New Way of ThinkingPurdue.edu 2014

Using data to build the layout

of the homepage based on

search patterns.

Refining Our VisionPurdue.edu 2015 - Present

The ResultsWatching traffic and rankings

Watching cyclical trends in

traffic across the domain

Watching the DataGoogle Page Analytics

Watching where users are

coming from

Watching the DataGoogle Analytics Referrals

Monitoring search traffic

Watching the DataGoogle Analytics Search Terms

Watching the DataLooking at keywords that drive traffic

Watching the DataLooking at keywords that drive traffic

What That Gives UsEver changing structure based on audience and search

What That Gives Us

But we still have challenges…

Ever changing structure based on audience and search

Our Goals in 2017Creating a connected campus

Create a connected, rich and meaningful experience across

the entire university from prospect to donor and all stages in

between.

Make the website “cool” and enable the Connected Campus

vision.

Track more data throughout the campus experience to make

even more intelligent decisions.

Next steps with SalesforceSalesforce at Purdue

Conduct a SPARK/IGNITE deeper dive discovery & wish list session with key stakeholders from

identified departments like Alumni and Development.

Conduct a 'key findings and solution demonstration day' to show Purdue University stakeholders

the customized, Connected Campus vision.

Next steps with Salesforce

The need for a solution that can give us constituent data (Enterprise Lightning CRM) housed in

one platform. HEDA will help connect our affiliations from prospect to student to alumni to donor.

Communities to connect our constituents to our data.

Wave Analytics will allow Purdue users to gain fast, easy access across multiple platforms for a

holistic view of data resulting in a powerful, visual analytic capability.

Marketing Cloud will create 1:1 lifecycle journeys for students and faculty/staff creating lasting

relationships and personalizing the student experience.

Lastly, we'll look at Social Command Center showcasing the voice of the student and digital

interactions on real-time displays to help keep current and actionable on social media.

Potential Salesforce solutions to consider

Thank You

Martin Sickafoose

Purdue University

[email protected]

@mar10s

Education

Using Data to Define Cool