studentaffairswebbusanalytics
TRANSCRIPT
![Page 1: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/1.jpg)
WEB ANALYTICS FOR HIGHER EDUCATION
Melissa Zuroff, Communications Manager, Office of Global Services, New York University
Qianyun (Poppy) Zhang, Web and Business Analyst, Office of Global Services, New York University
![Page 2: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/2.jpg)
AGENDA
● Introduction: Context and Definitions
● Analytics Tools and Case Studies: Website,
Email, Social
● Data Integration Case Study
● Resources for Further Learning
![Page 3: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/3.jpg)
INTRODUCTION
![Page 4: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/4.jpg)
Who we are, our goals
Office of Global Services:Keep international students, faculty, and researchers who are in the U.S., and those in the NYU community going abroad in legal immigration compliance
Communications:Provide our audiences with information they can easily find, act on, and understand
![Page 5: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/5.jpg)
Challenge #1
![Page 6: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/6.jpg)
Challenge #2
• Lack of baseline data
• No concrete online communication goals
![Page 7: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/7.jpg)
Opportunities
● Website new design
● Accessible online and offline data
● Accessible student pool of expertise
![Page 8: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/8.jpg)
Tackling the challenges
● Create student position for web and business analytics
● Build and establish analytics procedures and baselines
● Optimize digital channels and distribute resources to students
● Integrate offline database with online data to monitor trends and shifts
![Page 9: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/9.jpg)
Success indicators
● Improved online communication efficiency
● Lower offline communication workload
● Less “emergency” situations
● Happier students, faculty and staff at OGS
![Page 10: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/10.jpg)
Business and Web Analytics
![Page 11: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/11.jpg)
Responsibilities & Projects
Reporting & Monitoring
Data Integration
Testing & Optimization
Google Analytics for baseline data
Web redesign monitoring
Offline & online data integration
Email analytics
Social media competitive analysis
![Page 12: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/12.jpg)
REPORTING & MONITORING
![Page 13: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/13.jpg)
GOOGLE ANALYTICS
![Page 14: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/14.jpg)
BounceRate
Percentage of visitors who viewed only one page then left the site
Visitor People who visit our web pages, identified by cookie
Time on Page
Time visitors spend browsing each page on our website
Basic Concepts:
![Page 15: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/15.jpg)
PAGES EXITENTRANCE
From, how,
landing page,
time,
geographic
location, demo
IP, interest
Pages, content,
layers,
video,
download,
transaction
Exit point,
return, where,
page,
action,
device
How Google Analytics Tracks You:
![Page 16: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/16.jpg)
WEB PAGES
Google Analytics provides
codes to be implemented
User info, page
data, logins, etc.,
Google server
Gather raw data
Prepare for reports
Basic reports such as hot content, resources, visitor’s behavior
Customization is available
![Page 17: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/17.jpg)
Real-time can show the current
events happening on site
Dashboards provide aggregation of
basic reports to share with key
shareholders
Each of these four tabs include
multiple reports on visitor activity,
channel performance, visitor
behavior and revenue/goal
![Page 18: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/18.jpg)
Customization Example
Business objective:
gain more workshop sign-ups
Customize a
goal in Google
Analytics and
specify what you
want to see
when people
submit sign-up
forms
Report on:
Sign-up
Goal completeness
How many sign-ups
When signed up
People signup come from where
Viewed but not acted
Strategy to promote and optimize!
WEB PAGES
![Page 19: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/19.jpg)
WEBSITE REDESIGN PROJECT
![Page 20: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/20.jpg)
● Supported by NYU Digital Communication Team
and based on previous user testing results
● Analytics needs: set up standards to monitor
page performances before and after the
redesign to make sure we gained traffic
increase
![Page 21: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/21.jpg)
Analytics for Web Redesign Project
Redesign comparison analysis :
Frozen visitor reports saved for comparison & monitor
Page SegmentationCategorize page and assign performance indicators accordingly
Content page
Link page Page that embed links that we want visitors to click through
Pages that provide mostly content, less links
![Page 22: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/22.jpg)
Link Page
![Page 23: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/23.jpg)
Content Page
![Page 24: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/24.jpg)
Link Page
Page that links to other pages
We want visitors to follow our lead
We want visitors to find information they need in seconds
Measurement:
Bounce Rate
Time on page
Visitor
Content Page
Final page of each subject
We want visitors to read our content
We expect visitors to leave after reading the content they looked for
Measurement:
Time on page
Bounce Rate
Visitor
![Page 25: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/25.jpg)
Web elements are not created equal so
segmentation is an essential part of
analytics.
Do not be afraid to measure your progress
and success because this is how we learn.
TAKEAWAY:
![Page 26: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/26.jpg)
TESTING & OPTIMIZATION
![Page 27: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/27.jpg)
Email Analytics
We want students to have some resources before they walk in for our offline
services and MailChimp helps measure how efficient we are on this.
![Page 28: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/28.jpg)
Open & Click: how many recipients open/click through the email
Click through rate: clicks we gain per open
Email Analytics
![Page 29: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/29.jpg)
Targeted Communication
We want to send students the information they want the most
so, depending on the message, we segment our mail list based
on:
Program progress
Enrollment type
Degree level
Nationality
Visa type & needs
![Page 30: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/30.jpg)
Testing & Experiments
A/B testing allows us to find the key differentiators that can improve our email communication. Elements to test:
Subject lineContentTiming (day of the week and time of day sent)Recipient group
![Page 31: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/31.jpg)
Testing & Experiments
![Page 32: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/32.jpg)
Facebook Competitive Analysis
Posting patternsSocial media awarenessBest practices
Measurement
Competitive analysis
Followers: ‘people talking about’Posts: Frequency Engagement: post per engagement (shares, likes)
![Page 33: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/33.jpg)
FACEBOOK ANALYSIS
We make sure that our post type composition looks similar to our
peers doing the best. We also want to know which type of post could
bring us the most engagement (likes, shares).
Source: simplymeasured
![Page 34: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/34.jpg)
Facebook Competitive Analysis
Peer’s best performance & patterns
- Use human face & contribution from fans
- Work with on-campus publishers
- Offline engagement
- Catch all aspects of student life
Success indicators
![Page 35: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/35.jpg)
Analysis is not an one time thing.
Optimizing and analyzing is an on-going
cycle and a good content writer is a must
to optimization.
TAKEAWAY:
![Page 36: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/36.jpg)
DATA INTEGRATION
![Page 37: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/37.jpg)
Front desk kiosk:
Student ID
Questions/issues
Time
School/program
Advisor seen
Service length
Results
Offline data
Analyze:
Work-load across time
Advisor service length
Patterns/trends in issues student
come in for
Specific topics lagging down the
service time
![Page 38: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/38.jpg)
Phone calls & emails:
Student ID
Questions/issues
Time
Advisor
Service length
Results
Analyze:
Patterns/trends in issues
Reasons students call
Whether information online
Offline data
![Page 39: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/39.jpg)
Integrated Trend Analysis
Managers can monitor and oversee all channels through one single dashboard. Opportunities for improvement can be identified through comparison.
Web Call&Email Walk-in
Visa status
*internship, enrollment, visa status and study abroad are types of information that OGS advises on
Enrollment
Study abroad
Internship
Web Call&Email Walk-in
Web Call&Email Walk-in
Web Call&Email Walk-in
![Page 40: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/40.jpg)
Start with data that is accessible to you
and implement the strategies according
to the data. Always keep the business
objective clear to all team members.
TAKEAWAY:
![Page 41: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/41.jpg)
RESOURCES
![Page 42: StudentAffairsWebBusAnalytics](https://reader033.vdocuments.us/reader033/viewer/2022052701/55d2222dbb61eb8c4d8b47ba/html5/thumbnails/42.jpg)
Websites
Books & training
Google analytics forum: https://productforums.google.com/forum/#!forum/analytics
Online behavior blog: http://online-behavior.com/
Web structure knowledge: http://searchenginewatch.com/category/analytics
Analytics Guru-Avinash Kaushik: http://www.kaushik.net
Test your business analytics atmosphere: http://myanalyticsscore.com/
<Web Analytics 2.0> by Avinash Kaushik
<Optimal Database Marketing> by Ronald Drozdenko and & Perry Drake
<Web Analytics Fundamentals> with Matt Bailey, lynda.com training
<Certificate in Digital Analytics> NYU School of Professional Studies
<Digital Marketing 10 week course> General Assembly (https://generalassemb.ly/education/digital-marketing)