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Agile Marketing,[object Object],With Cascade+,[object Object],ANALYTICS +SPECTATE,[object Object],Joel Dixon, Solutions Consultant (@joelddixon),[object Object],Kat Liendgens, COO (@katliendgens),[object Object],#csuc11,[object Object],1,[object Object]
Marketing team,[object Object],Content managers,[object Object],IT staff,[object Object],CMS,[object Object],Social media,[object Object],Analytics,[object Object],2,[object Object],People,[object Object],Technology,[object Object],You’ve Got It All . . .,[object Object],#csuc11,[object Object]
What a CMS won’t do . . .,[object Object],Compensate for bad website info architecture,[object Object],Create relevant, useful and quality content,[object Object],Resolve politics around web management & strategy,[object Object],Solve your social media challenges,[object Object],Replace a good CONTENT STRATEGY,[object Object],#csuc11,[object Object],3,[object Object]
Content Strategy,[object Object],Post fresh content,[object Object],What? When? Where?,[object Object],Re-design (or Refine) your website,[object Object],How do you know what works and what doesn’t?,[object Object],Be all over social media,[object Object],Which channels? How do you calculate your ROI?,[object Object],4,[object Object],#csuc11,[object Object]
Embracing Web Analytics,[object Object],#csuc11,[object Object],5,[object Object]
Why Analytics?,[object Object],Content is King, But WHICH content? And is the RIGHT content being published out?,[object Object],“We spend a huge amount of time in higher ed maintaining content that has little return on investment.”,[object Object],- Michael Vedders, Director of Web Services at Bethel University in Minnesota ,[object Object],#csuc11,[object Object],6,[object Object]
The Data is Available,[object Object],7,[object Object],#csuc11,[object Object]
But Data needs Context,[object Object],“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?”,[object Object],							- T. S. Eliot ,[object Object],8,[object Object],#csuc11,[object Object]
Data meet Context . . .,[object Object],GOALS!,[object Object],	   OBJECTIVES!,[object Object],				OUTCOMES!,[object Object],#csuc11,[object Object],9,[object Object]
Goals and Objectives are S.M.A.R.T.,[object Object],10,[object Object],Specific ,[object Object],Measurable ,[object Object],Attainable,[object Object],Relevant,[object Object],Time-bound,[object Object],#csuc11,[object Object]
Outcomes 101,[object Object],Outcomes matter, But the RIGHT outcomes matter most!,[object Object],#csuc11,[object Object],11,[object Object]
Key Performance Indicators (KPIs),[object Object],Page views & unique visitors,[object Object],Campus visit forms completed online,[object Object],Clicks on admissions form “Apply Now” button,[object Object],Completed admissions applications,[object Object],12,[object Object],#csuc11,[object Object]
Tracking Web Analytics,[object Object],Start small by defining just a few measurable goals ,[object Object],Measure all conversions—macro and micro ,[object Object],Focus on trends, not just raw data,[object Object],Segment data as much as possible,[object Object],Based on stated objectives, analyze the data to inform your website content decisions.,[object Object],#csuc11,[object Object],13,[object Object]
Analytics and KPIs …Dig Deeper,[object Object],Average time per page vs. # of page views,[object Object], Mobile device page views  vs. Web browser page views,[object Object], # of comments on blog posts, video or fan page ,[object Object],Segment traffic by social media referral channel,[object Object],14,[object Object],#csuc11,[object Object]
Agile Marketing,[object Object],[object Object]
Measure everything, frequently
Inspect and adjust
Focus on fresh content

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Agile Marketing with Cascade, Analytics & Spectate

Editor's Notes

  1. ----- Meeting Notes (6/6/11 13:59) -----3 bullets