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What is the ROI of your online marketing? This presentation, given at the EAIE 2012 conference in Dublin, answers some of the questions on how you can measure results from your online marketing campaigns.
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MEASURING ONLINE MARKETINGSaxion University of Applied Sciences
This presentation• About Saxion• Online marketing• Measuring results from online marketing
• Setting up a solid workflow• From experience• Best practice
• Questions
About Saxion
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About Saxion• Public funded University of Applied Sciences• 3 Campuses• ~ 24.000 students• ~ 2.500 international students• More than 55 nationalities• Offering over 30 English taught programmes
Online marketing
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Defining online marketing
“…the marketing (generally promotion) of products or services
over the Internet.”Wikipedia
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Online marketing strategy• Select channels• Experiment• Set goals• Set budgets
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About online marketing channels• Search Engine Opitimisation (SEO)• Search Engine Advertisement (SEA)• Social Media (Facebook, Twitter etc.)• Study-choice websites (BachelorsPortal.eu etc.)
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Measuring results
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Setting up a solid workflow• Think, then act!• Have access to your webmetrics tool
– e.g. Google Analytics, Piwik etc.
• Use tagged links to track campaigns– e.g. Google URL builder: http://bit.ly/UaARil
• Connect to your CRM system
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2 Types of results• Visitor statistics
– Compared to site average
• Conversions– Conversion rate– Qualified lead to conversion– From web visit to student
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Visitor statistics
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Key metrics• Bounce rate• Time on site• Pages per visit• Conversions• Multi-Channel Funnels
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What we found…
Visitors to saxion.edu via referrals:• Spend more time on the website (+70,8)• Have an incredibly low bounce rate (-26%)• Visit more pages (+51,5%)• Are more likely to convert (+1,32%)
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What we found…
Multi-channel funnels: conversions as a result of multiple visits through multiple channels.• 70% / conversions = assisted conversion
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referral #1 direct organic referral #2 conversion
What we found…
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Studyprofilers
Organic (Google)
Overall
Social Media
CPC (Google)
0.00% 0.50% 1.00% 1.50% 2.00% 2.50%
2.16%
1.11%
0.92%
0.50%
0.10%
Conversion rate
Conversion tracking
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Conversion tracking
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Conversion tracking
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• This conversion is anonymized• Attributed to MastersPortal.eu
Taking it a step further• Qualified lead to student
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lead application student
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Qualified lead to student
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• Matching qualified leads & applications• Conversion rate: 14,9%!
What we found…
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Qualified leads
Studyprofilers
Organic (Google)
Overall
Social Media
CPC (Google)
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
Conversion rate
Conversion rate
Qualified lead to student• Match qualified leads to your applications
– Automatically through CRM
• Full control over results– What channel performs best?– What is the cost-per-lead & cost-per-student?
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Questions?@michieldoetjes
linkedin.com/in/michieldoetjes
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