Data Analytics for Communicators

Transcript

1. Data Science for Communicators Marketing Analytics

2. Provide Support to: ▸ Office of Public Affairs & Communications

   MARKETING ANALYTICS PUBLIC AFFAIRS & COMMS

3. Provide Support to: MARKETING ANALYTICS PUBLIC AFFAIRS & COMMS MEDIA

   RELATIONS ▸ Media Relations Team ▸ Office of Public Affairs & Communications

4. Provide Support to: ▸ Office of Public Affairs & Communications

   MARKETING ANALYTICS PUBLIC AFFAIRS & COMMS MEDIA RELATIONS STRATEGIC CONTENT ▸ Strategic Content Team ▸ Media Relations Team

5. Provide Support to: MARKETING ANALYTICS PUBLIC AFFAIRS & COMMS MEDIA

   RELATIONS STRATEGIC CONTENT ▸ Strategic Content Team ▸ Office of Public Affairs & Communications ▸ Media Relations Team ▸ Campus Communicators CAMPUS COMMS

6. Content Analysis

7. Content Analysis ▸ Web Traffic Analysis & Reporting ▸ Text

   Analysis (analyze.nd.edu) ▸ Data Mining News Sources ▸ Predictive Algorithms & Data Models

8. Content Analysis, Lead Generation, Optimization

9. Campus Communicators ▸ Web Traffic Analysis & Reporting ▸ Text

   Analysis ▸ News Data Mining ▸ Predictive Algorithms & Data Models

10. Campus Communicators ▸ Web Traffic Analysis & Reporting ▸ Text

    Analysis ▸ News Data Mining ▸ Predictive Algorithms & Data Models ▸ Search Engine Optimization ▸ Paid Search Marketing ▸ A/B & Multivariate Testing ▸ Audience Profiles ▸ Network Analysis ▸ Churn & Conversion Optimization ▸ Traditional & Predictive Scoring

11. ESTEEM Program

12. ESTEEM Program ▸ 1-Year Entrepreneurship Masters Program ▸ Began in

    2011 ▸ STEM Students Only ▸ Competing programs at Stanford, Michigan, Ivies, for-profit colleges, and internally ▸ Low numbers of domestic, minority, and female applicants

13. Search Engine Optimization ▸ Analysis of all factors that effect

    site’s position on Search Engine Results Pages (SERPs) • Site Structure & Meta Information • Text & Image Content • Links to Site ▸ Competitor Analysis ▸ Ongoing Rank Tracking

14. Paid Search Marketing ▸ Market Analysis for Targeted Ads ▸

    Campaign Creation & Management ▸ Landing Page Creation

15. Paid Search Marketing ▸ Market Analysis for Targeted Ads ▸

    Campaign Creation & Management ▸ Landing Page Creation

16. A/B Testing ▸ Audience Segmentation ▸ Cost-Per-Click Optimization ▸ Cost-Per-Conversion

    Optimization ▸ Apply Results to Scoring System

17. Results ▸ Increased domestic applications by 200% ▸ Increased international

    applications by 50% ▸ Total applications increased by 120% ▸ Increased female and minority applicants by 70% Online behavior of class of 2016 vs average of previous 3 years

18. Results ▸ Increased target button clicks by 15% ▸ Decreased

    flow to extraneous pages by 10% ▸ Increased flow to admissions/contact page by 12% ▸ Increased keyword positions by an average of 5.2 spots on SERPs

19. zrichar1@nd.edu | analyze.nd.edu | @zrichard4