Good marketing is all about segmentation.

1. Using Analytics Tools to Better Understand
Market Segments in Higher Education
Using Analytics Tools to Better
Understand Market Segment in
Higher Education
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2. Using Analytics Tools to Better Understand
Market Segments in Higher Education
Overview
1.
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4.
Geographic Market Segmentation
Demographic Market Segmentation
Psychographic Market Segmentation
Behavioral Market Segmentation
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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3. Using Analytics Tools to Better Understand
Market Segments in Higher Education
1. Geographic Market Segmentation
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Geographic segmentation breaks down your web traffic by
geographic criteria:
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countries,
states/provinces,
regions,
counties,
cities,
neighborhoods,
or even zip/postal codes.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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4. Using Analytics Tools to Better Understand
Market Segments in Higher Education
The report below, from Google Analytics, shows a distribution
of website visitors from the state of Texas to an anonymous
college’s website over a 1 month period.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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5. Using Analytics Tools to Better Understand
Market Segments in Higher Education
1. Geographic Market Segmentation
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If you are College or University marketer with a high priority
to recruit students regionally, this simple type of analysis can
make your marketing planning and recruitment human
resource allocations much simpler.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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6. Using Analytics Tools to Better Understand
Market Segments in Higher Education
2. Demographic Market Segmentation
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As you know, demographics are statistical characteristics of
your site visitor population.
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Demographic segmentation involves things like:
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age
gender
family size
income
occupation
education
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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7. Using Analytics Tools to Better Understand
Market Segments in Higher Education
In this example, Google Analytics is used to report visitor
behavior, based on the language settings used on their
computers.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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8. Using Analytics Tools to Better Understand
Market Segments in Higher Education
2. Demographic Market Segmentation
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International student recruitment is a very important part of
revenue generation for many colleges and universities.
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This type of analysis can be very useful to marketing
planning and optimization of your site, as you work to
develop a relationship with these foreign language speaking,
prospect students.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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9. Using Analytics Tools to Better Understand
Market Segments in Higher Education
3. Psychographic Market Segmentation
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Psychographic segmentation examines markets according
to lifestyle, personality, and values.
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Psychographic segmentation is often studied in parallel to
demographics as people within the same demographic
group often have very different psychographic profiles.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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10. Using Analytics Tools to Better Understand
Market Segments in Higher Education
In the Google Analytics report below, a community college’s
microsite mobile traffic is examined to reveal local student
smart phone preference.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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11. Using Analytics Tools to Better Understand
Market Segments in Higher Education
3. Psychographic Market Segmentation
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Over 66% of the mobile device traffic is from an Apple
operating system.
 So in this market, Apple is clearly winning the brand battle for the
hearts and minds of the college student.
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Understanding student popular opinion toward and use of
Apple, Android and Blackberry systems can be very
important in setting priorities in the future development of
internal college mobile apps and campaigns
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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12. Using Analytics Tools to Better Understand
Market Segments in Higher Education
3. Psychographic Market Segmentation
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Is mobile operating system a psychographic or a behavioral
segment?
 It can be psychographic because it seems that these
days, your selection of smart phone OS is as much a
political statement of your support to Apple, Google
and to a lesser extent RIM, rather than simply the
purchase of a product
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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13. Using Analytics Tools to Better Understand
Market Segments in Higher Education
4. Behavioral Market Segmentation
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Behavioral segmentation typically divides people into groups
according to their knowledge of, attitude towards, use of, or
response to, a product.
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In the higher ed digital marketing context, we use web
analytics to break-down the range of all visitors (prospective
students, existing students, staff, parents, alumni, etc.) into a
number of discrete channels.
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Each channel is then analyzed and a virtual profile is created
to deal with each channel.
Source: Higher Education Marketing – Using Analytics Tools to Better Understand Market Segments in Higher Education
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14. Using Analytics Tools to Better Understand
Market Segments in Higher Education
4. Behavioral Market Segmentation
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These profiles can be developed into personas that give you
a starting point in terms of deciding what content, navigation
and layout to present to each of the different personas for
optimal conversion results.
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Further micro-segmentation of your channels can be
researched using A/B testing.
Source: Higher Education Marketing – Using Analytica Tools to Better Understand Market Segments in Higher Education
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15. Using Analytics Tools to Better Understand
Market Segments in Higher Education
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