Colin McGinnis, Graduate Research Assistant – University of Nebraska–Lincoln, is one of the 12 presenters of the 2017 Higher Ed Analytics Conference (the 5th edition!).
In this 3-question interview, Colin tells us about an interesting analytics challenge and a favorite Google Analytics before discussing what will make a big difference for higher ed analytics in 2017.
1) What’s the most challenging yet interesting part in your work with analytics?
For me, the most challenging part of working with social media analytics is knowing how to measure what you are interested in. There is a lot of information online about what to measure, but sometimes it is hard to know “how” and “why.” When developing an analytics strategy, ask yourself what is the most relevant data to you and your organization, and then explore ways you can collect that data. You might be surprised where that content is hiding! Snapchat is a great example of this. Using the limited information provided in each snap (i.e., total views and screenshots), I can calculate the average completion rate, measure weekly story views, total engagement, and even estimate the number of followers our account has–none of which are metrics Snapchat provides directly.
2) What is your favorite GA feature, why and how do you use it at your school?
Google Analytics is helpful in regard to referral traffic. There is a whole “social section” in the reports that allows us to measure the success of referral traffic from other social channels like Facebook, Twitter and LinkedIn. While GA is not as important for Snapchat, understanding what can and can’t be done with the tool is helpful in setting up data workflows and reports.
3) What do you think will make a big difference for higher ed analytics and measurement in 2017?
In 2017 we need to stop reporting metrics for the sake of reporting. We are working in a time where data is abundant, and if you look hard enough, you can probably find a way to measure anything. However, it is not useful to pull data “just because.” Know what is important to you, your organization, and what is going to help you make smart, informed decisions. Consider investing in tools that aggregate data for you so you can spend less time collecting analytics and more time using that information to inform the content development and campaign execution. Nearly everyone is online now, to remain competitive you need to know your audience! Don’t get out in the noise in 2017.
A conference on digital analytics for higher education?
The HEA conference has become a must-attend event for digital marketing and communication professionals in higher education looking for new ideas and best practices.
Read below what a few of your higher ed colleagues who attended the past editions of the Higher Ed Analytics Conference say about the event.
Tags: Higher Ed News