In this 3-question interview, Bryan 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?
I call it cradle to grave analytics. My job gives me the chance to work with both marketing and learner data. I use data to help recruit students from a marketing perspective, and then once they are enrolled, I use analytics of student behavior to help retain them. After they graduate, I use data to keep them involved with the University. Not many people in higher education get the opportunity to see the customer journey from start to finish like I do? Building out an analytics stack that covers this spectrum has been incredible. Sometimes I feel like a mad scientist trying to take over the world.
2) What is your favorite GA feature, why and how do you use it at your school?
I admit; I like vanity metrics. Geo Location isn’t necessarily a vanity metric, but it gives me that same warm fuzzy feeling. I’m always interested in traffic from formerly low performing regions. It bugs me not knowing why the increase exists, and I usually go down a rabbit hole figuring it out. I’ve used Geo Location to recommend placement of billboards to correlating recruiter visits to the completion of online registration forms. Mostly I am interested in attribution as it relates to location. I don’t know how much value it’s providing, but I am always peeking at it.
3) What do you think will make a big difference for higher ed analytics and measurement in 2017?
It’s getting hard to be a generalist. Digital marketing is a very crowded hunting ground. We are all interested in progressing our careers. The key is, you have to be willing to leave behind what you’re good at today and venture into uncertain waters. I think for most of us, those waters are going to involve a lot of math, and old school marketing and sales. The whole world is becoming more data aware. Being on top of that food chain will be hard, but necessary. I think marketing tech in general, will be lucrative. Niche specializations will probably pay the biggest dividends.
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.