Advanced Digital Analytics for Higher Ed Course

Focused more on action than memorization, this course will guide you through the creation and implementation of your measurement process for your digital marketing efforts using the Higher Ed Digital Marketing Analytics Roadmap (HEDMAR) Framework

Why have many of higher ed pros taken this course — and why should I?

Many of your colleagues in higher education have leveled up their digital analytics practice by taking this professional certificate online course since 2015.

This course on Advanced Digital Analytics for Higher Ed was entirely redesigned to adopt the Higher Ed Digital Marketing Analytics Roadmap (HEDMAR) framework.

Launched in January 2019, the course redesign was informed by student feedback, changing analytics practices, learning and cognitive research, but also shrinking attention spans and increasing demands on your time.

Do I really need to take this course on Advanced Digital Analytics for Higher Ed?

• Are you responsible for the measurement of your digital marketing campaigns?
• Have you been asked to create analytics reports about your higher ed marketing and communication initiatives for your unit, college or university?
• Do you need to make recommendations to optimize the performance of your higher ed digital marketing?

This course was designed — and redesigned! — for YOU and will help you measure the real impact of your digital marketing efforts.

What will I learn about Advanced Digital Analytics for Higher Ed?

During this 4-week online course, you will learn to plan, set up and implement a measurement process – specifically designed for higher education – to assess the performance of your digital marketing campaigns with Google Analytics, Google Tag Manager and Google Data Studio:

1. Outline a measurement plan identifying the most relevant metrics, dimensions and goals aligned with your strategic objectives
2. Set up and implement the best approach track and tag properly your integrated campaign data including advanced event tracking and dimension widening
3. Segment and analyze your analytics data to uncover insights with multi-channel funnel analysis, assisted conversions and attribution models
4. Design an actionable measurement report to share data, insights and recommendations (GA Custom Reports, Google Analytics API and/or Google Data Studio Reports)

How will I learn?

You’ll learn by:

• doing what’s needed to create and set up a sound and efficient process to assess and measure the performance of your work and identify recommendations to improve its general impact
• investing 10 hours of your time per week on crafting the building blocks of your measurement practice in weekly hands-on assignments, brainstorm with your classmates solutions to any measurement roadblocks and studying focused course content designed to help you complete your weekly assignments.
• studying when it’s convenient for you as long as you meet the weekly deadlines for the class brainstorming discussion and practical assignment.
• exchanging with a small group of your higher ed professional peers in our sessions limited to 10 students, all working for institutions of higher education.
• getting detailed and prompt feedback on all your graded assignments from your professor.

Who will be my professor?

Holly Sherburne, Manager of Technology and Marketing – Bowdoin College

Holly originally joined Bowdoin in 2004 as the first college webmaster. She left in 2006 to start her own business, returning again in 2010 to formalize and grow the social media program. Mostly recently, Holly served as the director of digital and social media, leading a team to facilitate the integration and adoption of digital media and technology to achieve a more connected Bowdoin community. In March 2018, she accepted a new position as Manager of Technology and Marketing in Bowdoin’s Admissions and Student Aid Office. Goal-setting, strategy, and analytics are a daily part of her job as is training and education — at the end of the day, it’s about the people, not the technology!

Holly finds satisfaction helping people look at information in new ways, asking questions, and finding unexpected insights to drive change. She received her master’s degree in Environmental Health Science from Oregon State University and is an alumna of Higher Ed Experts Social Media Measurement and Web Analytics courses.

She has earned her Google Analytics Qualification and is a Digital Analytics Association Certified Web Analyst (CWA).

Tatjana Salcedo, Web Strategist - University of Vermont

Tatjana has been working in higher education for her entire 30-year professional career. She started in the field of instructional technology at Harvard University working with faculty on a variety of multimedia based educational initiatives. She was an early adopter of web-based technologies and brought her expertice in delivering educational content via the web to Lewis & Clark College and Williams College. For the past 20 years, she been part of a small team managing the University of Vermont’s web presence including the web infrastructure and centrally managed web content.

Tatjana is responsible for setting up and maintaining UVM’s central web traffic data collection in 2007 and has been collecting and using that data ever since to help inform web content strategy both centrally and among the university’s many individual units. She works with campus leaders to configure analytics goals on an institutional and departmental level and produces reports complete with content development and marketing recommendations that align with strategic objectives and initiatives.

Tatjana particularly enjoys coming up with creative solutions using analytics to answering enrollment management questions. She is an alumna of Web Analytics for Higher Ed (2011), as well as additional HEE courses on Advanced Analytics and Predictive Analytics.

Aaron Baker, Associate Director of Content Strategy- Harvard University

Aaron is a 15-year veteran in the Higher Education industry, with experience in Admissions, Academic Affairs, Information Technology, and Marketing Communications. Aaron is the associate director of content strategy for Harvard University Public Affairs and Communications, where his primary responsibility is measuring the impact of digital content produced by Harvard or written about Harvard. He also serves as a data evangelist, helping writers, editors, and content distributors get a sense of how engagement metrics can inform their work.

Aaron’s experience in many aspects of the digital product lifecycle gives him unique insight into what metrics matter most and to whom. He produces reports and dashboards, organizes professional development events for digital communicators, and translates business objectives into action items for developers.

Aaron is a faculty member at Higher Ed Experts where he teaches web analytics for higher ed. He holds a Master of Arts degree in Technical Writing and a Graduate Certificate in Data Science from the University of Arkansas at Little Rock. Aaron has also taught upper-level technical writing and information technology college courses.

Should I take this course on Advanced Digital Analytics for Higher Ed Course?

This course is recommended for:

How will this course pay off for my institution?

Your institution should invest in this course for these top 5 reasons:

1. No travel expenses or down time while you work on the creation and implementation of your measurement process while learning: 4 weeks give you the time to absorb all the concepts, practice, get feedback, set up everything and develop new skills through deliberate practice. You can’t just do all of this at a conference or a 1-day workshop.
2. This course focuses on higher education: everything will apply to your situation.
3. Your classmates will all work at universities, colleges or schools: you’ll find out how other institutions tackle web analytics challenges and join a learning community of higher ed professionals like you.
4. You will set up your measurement process: you’ll create the different building blocks of this process by following the HEDMAR Framework developed for higher ed digital professionals.
5. Your course registration covers everything you need including a 1-year access to the course materials and any updates made during this time.

What is included in my course registration fee?

• Course materials: screencasts, readings, quizzes, weekly online brainstorming discussions & assignments.
• Unlimited questions via the “Ask the Prof” discussion board during the 4-week session.
• Lifetime membership in the course Facebook group
• 1-year access to the regularly updated online course materials.
• Recognized certificate of achievement in advanced digital analytics for higher ed upon completion of the course with a final grade of 80% or more.

How can I know if this course is a good fit for me?

Take the first step on your learning journey by requesting access to our 7-minute HEDMAR test.

Once we can assess the current maturity level of your analytics practice, we will tell you if this is the course for you or if you should consider another one (we offered 5 different courses in Analytics for higher ed).

If you’re thinking about taking this course, request more information by filling out this online form: