Getting Strategic With Digital: Analytics and Digital Strategy

Moving from “How did we do?”

to “What should we do?”

Strategy “a plan of action or policy designed to achieve a major or overall aim”

14K

Name - unknown to us

Date: November 14, 2014

We knew 2 weeks out

How can we “own” the message?

Event + media + social + web + email

Announcing a new President

What happens when a new president is announced?

•  Mark Schlissel, University of Michigan •  January 2014

•  Michael Drake, The Ohio State University •  January 2014

•  Arvind Gupta, University of British Columbia •  March 2014

•  Web •  News •  Bio •  Media materials •  Transition site

•  Social

•  Email

•  Live event

•  Media Relations

Nov 14 9:48 AM

Nov 14 9:49 AM

News Site

Transition Site

Nov 14, 11:29 AM

Bad

Google Trends

http://www.cbsnews.com/news/student-group-wants-uc-davis-chancellor-to-quit-over-pepper-spray-pr/

Camps in Faculty X

Metric 2014 2015 Change

Overall Pageviews 24,227 49,088* 103%

Registrations 302 521 49%

Spots Available 391 544 28%

% Sold 77% 96% 25%

* 70% from organic search

Look for different ways to use your data •  Segments •  Different views •  Combine and compare •  Tell a story

Festival of Ideas 2010 Data

Event Capacity April Projection

October Projection Final Difference

A 680 360 185

B 500

(Moved from 680)

450 311

C 580 500 183

D 1,900 600 192 *

Event Capacity April Projection

October Projection Final Difference

A 680 360 185 240 120

B 500

(Moved from 680)

450 311 452 2

C 580 500 183 297 203

D 1,900 600 192 238 362 *

“Name recognition is not a predictor of success in my humble opinion”

May 5, 2015

March 2015

April 7: Election Called

May 5: Election

March 2015

April 2015

May 2015

Micro sites vs one big site.

http://www.brightedge.com/resources/events/share/15/sessions/s303-international-search-localization-melissa-walner?elq=b22cd94f9e02404d852f3b767d962360&elqCampaignId=436&elqaid=523&elqat=1&elqTrackId=530b928583464a339d56179e99ba9856

Links