Naccap presentation
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The document discusses leveraging web analytics to enhance the online experience for customers and prospects, with the goal of improving outcomes in higher education enrollment. It outlines various analytics tools, including clickstream analysis and competitive intelligence, while emphasizing the importance of continual improvement through data-driven strategies. The author encourages institutions to develop strategies for utilizing analytics effectively and investing in digital marketing analysis.
Naccap presentation
- 1. Leveraging Web Analytics To Increase the Funnel Bart Caylor Caylor Solutions
- 2. Introduction • Caylor Solutions • Anderson • 15+ years in Higher Ed • Taylor • 20 years in corporate + • Huntington non-profit, etc. • Trinity International • New agency model • Marian University • Previous experience • IUPUI +20 schools
- 3. Web Analytics Defined The analysis of qualitative and quantitative data from your website and the competition 1. To drive a continual improvement of the online experience of your customers and prospects 2. Which translates into your desired outcomes (online and offline) Avinash Kaushik, Web Analytics in an Hour a Day
- 4. Types of Analytics Tools • Clickstream Analysis • Competitive Intelligence Tools • Experimentation & Testing Tools • Voice of Customer • Social Analysis
- 5. Clickstream Analysis • Google Analytics • Yahoo Web Analytics • CrazyEgg.com • Others: Web Trends, Omniture, Woopra, Formstack, etc.
- 11. Competitive Intelligence • Complete.com • Spyfu.com • Quantcast.com • Alexa.com
- 16. Experimentation & Testing • Google Website Optimizer • Optimizely • Custom
- 19. Voice of Customer • 4Q by iPerceptions • KissInsights • ClickTale
- 23. Social Analysis • Facebook Insights • Twitalyzer • Radian 6 • Google Alerts
- 27. Enrollment Funnel • Inquiry and Application Analysis to improve flow • Review of returning prospects and tracking - VOC • Continual improvements with A|B testing: CTA, Visit Registration, Incentives, etc. • Communication flow analysis and improvements • SEO and PPC opportunities with competitive analysis of key competitors for stealth apps
- 28. Big Data Defined Walmart handles more than 1 million customer transactions every hour, which is imported into databases estimated to contain more than 2.5 petabytes of data - the equivalent of 167 times the information contained in all the books in the US Library of Congress
- 29. Future Impact • Data intelligence on each inquiry at a counselor’s fingertips - Rapportative.com • Refined Search • Refined Communications Flow planning • Customer Relationship Management enhanced • Better predictive modeling
- 31. Next Steps • Develop strategy on how to leverage analytics for your institution and enrollment process • Work with web team to begin looking at digital marketing analysis tools • Invest resources (time, budget) to understand how your digital tools are being used and look for “low hanging fruit” for continual improvement • Learn, Learn, Learn