In this 3-question interview, Kris 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?
Many higher ed CRM platforms now offer some pretty sophisticated web analytics modules. Using a CRM that can track web engagement for prospective students in the system can be a total game changer. Having the ability to track users across multiple devices, segment users by their stage in the funnel and track the quality of leads from digital marketing campaigns are just a few benefits of CRM web analytics. At my institution, we rely on CRM analytics just as much, if not more, than our Google Analytics account when measuring ROI from digital marketing campaigns.
2) What’s preventing higher education from embracing data and analytics more widely for digital marketing?
Having a solid web analytic strategy for digital marketing requires a lot of planning and setup. I know first-hand how intimidating this can be for a small web or digital marketing team. However, it’s totally worth the investment! Take it one step at a time, get started by ensuring you can track conversions on your website and that all your digital campaigns are being tracked with UTM strings in the URL.
3) What are the best ways to keep learning about analytics, measurement and data?
I get a lot of inspiration from @AnnieCushing and @SimoAhava on twitter. However, at the end of the day, the best way to learn is to roll-up your sleeves and jump into the product and get your hands dirty. Better yet, set up a “sandbox” property in Google Analytics so you can “play” without impacting data on your main property.
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.