Getting Strategic with Digital - Analytics and Digital Strategy
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The document discusses the strategic application of digital analytics and the shift from evaluating past performance to proactive decision-making. It highlights the importance of integrating various communication channels during high-profile announcements, such as the appointment of new university presidents. Furthermore, it emphasizes the need for data utilization in refining strategies and improving event engagement metrics.
Getting Strategic with Digital - Analytics and Digital Strategy
- 1. Getting Strategic With Digital: Analytics and Digital Strategy
- 2. Moving from “How did we do?” to “What should we do?”
- 4. Strategy “a plan of action or policy designed to achieve a major or overall aim”
- 12. 14K
- 14. Name - unknown to us Date: November 14, 2014 We knew 2 weeks out How can we “own” the message? Event + media + social + web + email Announcing a new President
- 15. What happens when a new president is announced?
- 17. • Mark Schlissel, University of Michigan • January 2014 • Michael Drake, The Ohio State University • January 2014 • Arvind Gupta, University of British Columbia • March 2014
- 22. • Web • News • Bio • Media materials • Transition site • Social • Email • Live event • Media Relations
- 23. Nov 14 9:48 AM
- 24. Nov 14 9:49 AM
- 26. News Site
- 27. Transition Site
- 28. Nov 14, 11:29 AM
- 34. Bad
- 36. Google Trends
- 42. Camps in Faculty X Metric 2014 2015 Change Overall Pageviews 24,227 49,088* 103% Registrations 302 521 49% Spots Available 391 544 28% % Sold 77% 96% 25% * 70% from organic search
- 43. Look for different ways to use your data • Segments • Different views • Combine and compare • Tell a story
- 44. Festival of Ideas 2010 Data
- 49. Event Capacity April Projection October Projection Final Difference A 680 360 185 B 500 (Moved from 680) 450 311 C 580 500 183 D 1,900 600 192*
- 50. Event Capacity April Projection October Projection Final Difference A 680 360 185 240 120 B 500 (Moved from 680) 450 311 452 2 C 580 500 183 297 203 D 1,900 600 192 238 362*
- 51. “Name recognition is not a predictor of success in my humble opinion”
- 52. May 5, 2015
- 53. March 2015
- 54. April 7: Election Called
- 55. May 5: Election
- 56. March 2015
- 57. April 2015
- 58. May 2015
- 67. Micro sites vs one big site. http://www.brightedge.com/resources/events/share/15/ sessions/s303-international-search-localization-melissa- walner? elq=b22cd94f9e02404d852f3b767d962360&elqCampaignId=4 36&elqaid=523&elqat=1&elqTrackId=530b928583464a339d56 179e99ba9856 Links