Holly Sherburne, Director of Digital and Social Media at Bowdoin College, is one of the 12 presenters of the 2018 Higher Ed Analytics Conference.
In this 3-question interview, Holly tells us about what’s coming in 2018, the challenges of embracing analytics in higher ed and the best ways to keep learning about data and measurement for higher ed marketers..
1) What’s coming for higher ed analytics and measurement in 2018?
I’m seeing great opportunity in what Google Data Studio has to offer. Although it’s still in beta, it continues to evolve, adding more data sources and features all the time. An area that has frustrated me in the past was creating static Google Analytics dashboards and reports that were fixed in time. With Google Data Studio, it’s easy to create dynamic, visual reports for constituents around campus allowing them to monitor how an email or ad campaign is performing in real-time or see changes in traffic patterns. Remember, however, that we can’t “set it and forget it.” Continual analysis and working with campus constituents is key to drawing meaningful insights from our data.
2) What’s preventing higher education from embracing data and analytics more widely for digital marketing?
I think this is a multi-faceted issue. More and more, I see recognition and desire to make data-driven decisions in higher education, but progress is slow due to a combination of issues, including culture and skills. Culture-wise, higher education still struggles with defining specific strategic goals. Without goals, it’s difficult to know what to measure. Change also happens slowly in higher ed. Embracing digital used to mean “email,” then “web,” then “social media” – and I think digital analytics is next. Institutions are now beginning to mature to a more holistic view where they can smartly use data to make decisions. It’s also a matter of internal resources, skills, and the need for communication and marketing departments to encourage continual learning and professional development, such as courses offered by Higher Ed Experts.
3) What are the best ways to keep learning about analytics, measurement and data?
I take a few different approaches, but ultimately it will depend on your own preferred learning style. I like to take classes, such as Higher Ed Experts, because instructor-led courses force me to set aside time for deep reading and learning (plus the HEE coursework is directly tied to my own work goals). I follow higher ed colleagues and analytics professionals on Twitter, read blogs, and watch YouTube videos as I run into new concepts or issues I’m trying to resolve. Having a network of people to learn from and share ideas with is one of the best ways I keep learning. The online Higher Ed Analytics Conference is one of the best ways to get started!
A conference focusing on higher ed analytics?
The Higher Ed Analytics Conference is a must-attend event for higher ed marketing professionals and teams 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 experience.
Tags: HEA18, Higher Ed News