Measurement & Analytics

STEP 1: BUILD A MEASUREMENT PLAN

We start by working with you to build a plan. It’s important to identify and customize the data that is going to be useful to your school—which means it must be tied to your goals. So the first step in building your measurement plan is to identify your school’s goals.

Next, we identify what data to track and measure. The data that’s most important to you is data that relates to your school’s goals. Our team of experienced digital marketing analysts can determine the events, behaviours and conversions that relate to your specific goals.

Once our digital analyst knows the kinds of data that will support your goals, the final step in building your measurement plan is determining the Key Performance Indicators (KPIs) needed for those goal-related conversions to happen.

STEP 2: SET UP GOOGLE ANALYTICS

Next, we set up an analytics dashboard that’s unique to your school and tied to your goals. Now that you have a clear plan—one that identifies the data, KPIs and conversions that connect to your goals—we can set up customized analytics to track and measure your data. Our digital analysts will configure Google Analytics for your web properties so we can measure all relevant conversions and events to track against your goals. We’ll build your custom dashboard and perform data cleanup.

We analyse data for you in four key categories:

• Acquisitions – Acquisition data shows all the different ways in which someone reaches your website. This includes organic search, paid search, direct traffic, referral traffic, social media and email.
• Behaviours – Behavioural data shows what’s happening on your website—what content is viewed, how much time users spend engaging with your content and videos, how far down the page they scroll, and how often they view only one page and then leave your site (“bounce” rate).
• Conversions – Conversion data shows the actions that visitors on your website have taken. This may include filling out an inquiry form, calling the admissions team, scheduling a tour, registering for an event or submitting an application. These conversions should always relate to your goals.
• Users – User data provides information about your audience demographics, including the age, gender, location and interests (“affinities”) of those visiting your website.

Data can provide a lot of information, but it will mean very little unless you’re able to connect the dots and understand how user behaviours did or didn’t lead to conversions— which are the outcomes that really matter. That’s why it’s extremely important to work with an experienced digital marketing analyst who can establish and measure the right outcomes for your goals. If your conversions don’t have anything to do with your goals, you’ll just be wasting your budget.

STEP 3: GAIN INSIGHTS THROUGH REPORTING

The final and most important step is generating the insights about your data that influence your school’s goals. The Insight Report is our reporting tool for schools like yours. You can use it with your key stakeholders to collaborate on milestone reviews and to keep everyone informed and updated on a regular basis.

The Insight Report provides not only charts and statistics, but also helpful context for your data and how it connects to your school’s goals. The report also highlights opportunities and recommendations. Overall, it’s a powerful tool that shows which aspects of your marketing are working well and where performance might be optimized or improved.

The Metric Insight Report plays an important role in bringing together different teams and departments to collaborate, review relevant data, and make informed decisions about budgets based on hard data from websites and marketing campaigns. It’s an invaluable tool for keeping executive teams, board members and stakeholders informed and able to make highly qualified decisions.