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Data Analytics for Communicators

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.

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Zach Richard

April 27, 2016
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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