naccap presentation
DESCRIPTION
In this talk, Bart Caylor, President of Caylor Solutions, will discuss how to leverage web analytics such as Google Analytics and other popular tools to better understand how users are engaging with your website and digital assets and to predict and anticipate their needs and improve the website conversions. There will also be discussion about the future of Big Data and how new business tools could be adapted to the higher ed admissions process.TRANSCRIPT
Leveraging Web AnalyticsTo Increase the Funnel
Bart CaylorCaylor Solutions
Introduction
• Caylor Solutions
• 15+ years in Higher Ed
• 20 years in corporate + non-profit, etc.
• New agency model
• Previous experience +20 schools
• Anderson
• Taylor
• Huntington
• Trinity International
• Marian University
• IUPUI
Web Analytics Defined
The analysis of qualitative and quantitative data from your website and the competition
1. To drive a continual improvement of the online experience of your customers and prospects
2. Which translates into your desired outcomes (online and offline)
Avinash Kaushik, Web Analytics in an Hour a Day
Types of Analytics Tools
• Clickstream Analysis
• Competitive Intelligence Tools
• Experimentation & Testing Tools
• Voice of Customer
• Social Analysis
Clickstream Analysis
• Google Analytics
• Yahoo Web Analytics
• CrazyEgg.com
• Others: Web Trends, Omniture, Woopra, Formstack, etc.
Competitive Intelligence
• Complete.com
• Spyfu.com
• Quantcast.com
• Alexa.com
Experimentation & Testing
• Google Website Optimizer
• Optimizely
• Custom
Voice of Customer
• 4Q by iPerceptions
• KissInsights
• ClickTale
Social Analysis
• Facebook Insights
• Twitalyzer
• Radian 6
• Google Alerts
Enrollment Funnel
• Inquiry and Application Analysis to improve flow
• Review of returning prospects and tracking - VOC
• Continual improvements with A|B testing: CTA, Visit Registration, Incentives, etc.
• Communication flow analysis and improvements
• SEO and PPC opportunities with competitive analysis of key competitors for stealth apps
Big Data Defined
Walmart handles more than 1 million customer transactions every hour, which is imported into databases estimated to contain more than 2.5 petabytes of data - the equivalent of 167 times the information contained in all the books in the US Library of Congress
Future Impact
• Data intelligence on each inquiry at a counselor’s fingertips - Rapportative.com
• Refined Search
• Refined Communications Flow planning
• Customer Relationship Management enhanced
• Better predictive modeling
Next Steps
• Develop strategy on how to leverage analytics for your institution and enrollment process
• Work with web team to begin looking at digital marketing analysis tools
• Invest resources (time, budget) to understand how your digital tools are being used and look for “low hanging fruit” for continual improvement
• Learn, Learn, Learn
Questions