Data Analytics for Communicators

Presentation given to campus communicators on April 26, 2016. Explaining how we can use data to make marketing and communications decisions and a brief summary of the ESTEEM Program case study.

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