Jessica Stutt, Integrated Marketing Manager – University of New Brunswick, is one of the 12 presenters of the 2019 Higher Ed Analytics Conference.
In this 3-question interview, Jessica shares with us thoughts on what’s next for higher ed analytics in 2019, advice to get more strategic with measurement and tips to make analytics reports more efficient
1) What will make a big difference for higher ed analytics and measurement in 2019? Where do you plan to focus your analytics efforts?
I think that there are a few tools that have either recently made major updates or are about to do so. I’m presenting on Google Search Console (GSC) in this conference, because I really think higher ed is still underutilizing this super important tool, especially since its latest updates. Sometimes platforms go through significant improvements but we’re all too busy to notice or pay enough attention. The other big one is that Facebook has announced it’s beta testing integration of Instagram Insights into its reporting platform. For anyone trying to report on Instagram, you’ll know how awesome that will be! Since these tools are becoming more robust and more user friendly, I’ll be focusing some attention and integrating them more into my day-to-day in 2019!
2) What’s your advice to adopt a more strategic approach to analytics and performance measurement?
My team works in the in-house agency style. We help various units and faculties (colleges!) across our institution with their marketing efforts. It’s always a challenge to ensure what we’re doing is rooted in strategy and objectives instead of simply fun and/or interesting tactics. Our key to success is to start with a plan! We work to develop a marketing plan with the unit or faculty. This clearly states objectives and success measures up front. It prompts a really important discussion at the start and also helps to ensure everyone is on the same page – if you don’t start with the same definition of success you can end up with very different opinions of the process! Also – think of micro conversions that can help support your overall conversion. For example, if you’re trying to promote event attendance, what are the steps before the final registration that you can measure that can help indicate success? This can guide your evaluation of tactics and also helps you think through the process more which in turn assists in the development of the overall plan.
3) Analyzing the data and unearthing analytics insights is half the battle. What are your top tips to present/share analytics reports that drive action?
When you’re presenting to decision makers you really want to make sure you’re being as clear and concise as possible. These are busy people who likely don’t know the ins and outs of the data you’re presenting. The key is quality over quantity here. Don’t inundate them with every cool Google Analytics metric you can find. (Save that for your fellow higher ed marketing nerds!). Instead, present them with the key takeaways up front and one or two metrics that support those. For example, give them a report that says ‘We’ve succeeded in increasing international prospective student traffic to key admissions pages” and then include one or two visualizations demonstrating the demographic data you’re referencing.
Also – regularly share results with them. Decision makers understand the value of reporting! If you’ve gotten approval of funding to try something new, make sure you follow up with a report on how that effort delivered on its objectives. If it didn’t work, report on it. Explain your evaluation of how the effort can be improved/optimized next time. All of this can really help to ensure you continue to get investment to support your efforts.
A conference focusing on higher ed analytics?
The 2019 Higher Ed Analytics Conference (#HEA19) is a must-attend event for higher ed marketing professionals and teams looking for inspiration, ideas and best practices to step up their analytics and measurement game in 2019..
Read below what your higher ed colleagues who attended the past editions of the Higher Ed Analytics Conference said about their experience.
Tags: HEA19, Higher Ed Marketing, Higher Ed News