digital marketing dashboard: which metrics are lame & which are awesome
Post on 20-Aug-2015
1.720 Views
Preview:
TRANSCRIPT
McCormick | CONFIDENTIAL | Page 1 | 11/5/2013
AMA Symposium for The Marketing of Higher Education
#HigherEdMetrics #AMAHigherEd
The Digital Marketing Dashboard:Which Metrics are Lame & Which are Awesome
22 2 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Loyola University Maryland | Graduate Studies
44 4 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Tracking & The Non-Linear Path
The Omni-Channel Funnel
5
Understanding What You Should & Should Not Track
66 6 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Simplify Your Relationship with Data
77 7 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
“Who knows what it could mean?”
-Stephen Colbert
88 8 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Vanity Metrics
99 9 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
The Monet of Metrics
1010 10 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Fans Aren’t Metrics
1111 11 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
The Real Value of Click Metrics
1212 12 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Create A Story
1313 13 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Depict Results
1414 14 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Content Analytics
1515 15 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
411 CLICKS
436 clicks
2,442 clicks
873 clicks
1,687 clicks
Conversions & EngagementsSept 2012-Dec 2012
See definite decline in engagement for content that falls below the fold (in comparison to like content that is just above)
RSVP for an Info Session draws the highest level of engagement overall
Part-Time MBA has significantly higher engagement than other program areas
Landing Page Performance
1616 16 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Visitors Inquiries
Funnel-Driven Analytics
1717 17 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Path To Conversion
1818 18 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Path To Conversion
1919 19 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Path To Conversion
2020 20 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Path To Conversion 150 different paths to
conversion
690 (25%) of them with more than one interaction
2121 21 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Omni-Channel Analytics
2222 22 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
LP Pagev...
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
0
50
100
150
200
250Online: Paid Search Online: Paid Display Offline: Radio Offline: TV: Offline: Print Offline: Outdoor
Omni-Channel View
2323 23 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Omni-Channel Conversions
2424 24 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Lead Gen: Paid DisplayLead Gen: Paid SearchAwareness: TVAwareness: BillboardAwareness: RadioAwareness: Paid Search
Omni-Channel Planning
2525 25 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Visual Analytics Dashboards
2626 26 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
2727 27 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
2828 28 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
2929 29 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
3030 30 | CONFIDENTIAL | R2integrated
#HigherEdMetrics #AMAHigherEd
Sharon Higgins
AVP Marketing & Communications
Loyola University Maryland
@LoyolaMBA
sbhiggins@loyola.edu
Eric Jones
VP, Digital Marketing
R2integrated
@r2integrated
ejones@r2integrated.com
top related