In this 3-question interview, Sarah 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’m excited to activate Google signals, especially for the cross-device reporting feature, which I hope will give us a more in-depth picture of how visitors — especially current and prospective students — are using our website on different devices. Of course, before turning on Google signals, we’re working with IT to make sure our website privacy policy and cookie policy are up-to-date and in line with Google’s requirements and industry best practices.
I’m also looking to do more and better A/B testing and optimization in 2019. We are in the midst of a large, phased website redesign project, so I’m taking advantage of new testing opportunities and using those results to improve our site and user experiences.
2) What’s your advice to adopt a more strategic approach to analytics and performance measurement?
My best advice is to start small. Choose one data point where you know you can get good, reliable numbers. Gather your data accordingly and then create a report focused on that one area, complete with your actionable insights. Allow the data to make the case for you. If you can show that the numbers are valuable and meaningful and that you can interpret the data, you will have more and more success presenting your findings and analysis and having your suggestions adopted.
Although we can often generate our analytics reports in minutes, it takes much longer to drive institutional change. Over time, these smaller, incremental changes will add up to a larger impact on student experience.
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?
I have really embraced Google Data Studio to present website reports and analysis. Data Studio’s reports are visually appealing and can help illustrate the numbers in a compelling, easy-to-understand way for decision makers. I like that I can pull in data directly from Google Analytics and combine it with my own takeaways and suggestions for improvement or optimization.
I’ve also found that it helps to have Google Analytics open and available at my fingertips anytime I’m discussing analytics. Whether I’m doing a presentation or discussing an ad hoc report with someone, I inevitably get questions that require me to look up additional information. It’s much easier when I can look up the information immediately and keep the discussion (and therefore the decision-making) moving along.
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.