Finding What You Are Looking For: Understanding Analytics Strategy

www.ingeniux.comIngeniux Corporation | 2016

Finding What You Are Looking For

Understanding Analytics Strategy

Eric Hodgson, IngeniuxAugust 2016


Eric Hodgson

Senior Business Analyst

About Me• 69.1% of my post-collegiate career

has been in higher education digital– 51.7% with a creative agency or CMS– 48.3% with an institution

• I have attended 81.8% of all eduWeb Digital Summits


Big Data• Industry revenue

growth of 300% in 4 years

• Advent of the Chief Digital Officer (CDO)

• Data integration at the forefront of IT projects



Is this the right information for me?• Is it relevant to the environment I am currently in?

• Does it fill a gap I had in planning for a current project?

• Does it change my direction or focus?

• Do I have correlating data particular to my institution?



WHAT IS ANALYTICS STRATEGY


“Teenager” by Jared via Flickr | CC BY


Identifying Scope• Campaigns• Departments• Organization

“Mamuschka” by S. Faric via Flickr | CC BY


Goal: - Increase revenue

Desired Outcomes: - Increased enrollment

Strategies: - Expand regional markets

Measures & Targets: - Current: 16% of enrollment from

connecting states - Target: 20% of enrollment from

connecting states

Results: - 600 new students from connecting

states, resulting in $2.4 million in increased revenue

“Strategic Planning” by Management Guru | www.managementguru.net


Digital Marketing Cycle

Plan

Implement

Assess


Plan: Write a Success Statement

• Issue• Audience• Action

• Channels• Timeframe• Measurement

http://www.polyvore.com/


Plan: Define Success

• Issue• Audience• Action

• Channels• Timeframe• Measuremen

t


Implement: Build Out Your Plan

• Design• Messaging• User Flow• Resources

• Data Management

• Reporting Setuphttps://www.revinate.com/


Implement: Build Out Your Plan

• Design• Messaging• User Flow• Resources

• Data Management

• Reporting Setup

• Channel measurements

• Goals and conversions in Google Analytics

• Reporting output


Assess: Determine Success

• Reporting

• Reactions• Adjustments

• Final Measures

http://www.lifelock.com


Assess: Iterate

• Reporting


• Final Measures

• Which channels are not hitting?• Which channels could do more?• Can the landing page be improved?

• Do not change the targeted measurement


Assess: Bask in the Glory

• Reporting


• Final Measures

• Revisit the Success Statement• What went well• What could have been improved

• Recommend next steps

• Make data visual


Don’t Forget• Evaluate industry data based on your goals

• Plan: Write a Success Statement

• Implement: Know your reporting output

• Assess: Iterate to maximize results


Eric Hodgson

Senior Business Analyst

[email protected]@ehodgso @ingeniux

Thank You

mailto:[email protected]

Data & Analytics

Finding What You Are Looking For: Understanding Analytics Strategy