measuring online marketing

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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