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Tatjana SalcedoTatjana Salcedo, Web Strategist at the University of Vermont, is one of the 12 presenters of the 2020 Higher Ed Analytics Conference.

In this 4-question interview, Tatjana tells us about higher ed analytics in 2020, a success story, a data analysis technique and what higher ed leaders really need to understand about analytics.

1) What’s next in 2020 for higher ed analytics?

I think that as analytics becomes a bigger part of the higher ed web picture, we are going to keep seeing more emphasis on content that includes clearer calls to action and conversion points.

I call it the shift from “choose your own own web journey” towards a more guided experience. At my institution, we are already adding more transactional content and rethinking both the admissions and enrolled students journey.

2020 Higher Ed Analytics Conference

2) Tell us about your biggest analytics success story!

We’ve struggled to show the impact of news content our communications office generates on attracting students.

To address this we’ve added buttons to select news stories to our inquiry form and added event tracking. We’re now gaining valuable insight on which kinds of stories encourage prospective students to engage with us.

3) What’s the data analysis technique (or trick) you’ve found the most helpful?

To gain deeper insight on the page level, I like to look at which of our pages brought visitors there and where those visitors went after.

Two “tricks” I use are the “previous page” secondary dimension on the page of interest and, for the next page I create a segment with “previous page” equal to my targeted page and apply that to my pages report.

4) What are the top 3 points higher ed leaders should “get” about analytics?

Analytics will help you identify how to get the most out of your marketing budget and web development resources by:

  1. Identifying what content is the most valuable to your audience(s).
  2. Measuring the value of content, UI and/or design changes.
  3. Determining which social media and other digital campaigns generate the most and highest quality conversions.

A conference focusing on higher ed analytics?

The 2020 Higher Ed Analytics Conference (#HEA20) 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 2020

Read below what your higher ed colleagues who attended the past editions of the Higher Ed Analytics Conference said about their experience.

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