With a focus on Google Analytics, this presentation recommends the information available that is most valuable to understand the marketing effectiveness of student recruitment websites.

1. Web Analytics for Recruitment Success ©Robert E. Johnson, Ph.D. 2010 Marketing to Adult Students Education Dynamics – Aslanian Conferences Chicago, Illinois June 3-4 , 2010

2. The first imperative… Don’t drown in data…

3. The second imperative… Know what to ask for…

4. The third imperative… Filter out internal traffic…

5. When you start… stats, stats, stats

6. Don’t bother with screen resolutions…

7. Or different browser versions…

13. Set to report “New Visitors”

14. Where do “new visitors” start?

15. What did they do after arriving?

17. Track interest in degree programs…

18. What does a marketer need to know? At the start, best to focus on a few elements

22. What marketing info from this page? http://www.worldcampus.psu.edu/iMBA.shtml

24. Start at the dashboard page…

28. More Key Performance Indicators (KPI)

30. Where do your visitors live? Distance learning? International recruitment?

35. Getting up to speed and staying there… Recommendations from the brain trust…

37. Especially for Google Analytics… http://www.google.com/support/conversionuniversity/?hl=en

38. Buy this book first…

39. A book to continue… Make sure you get 2 nd edition

40. For ongoing reading… http://www.kaushik.net/avinash/ ... http://analytics.blogspot.com/

41. Glossary for reference… http://www.webtrends.com/Education/Glossary.aspx#b

42. Professional association… http://www.webanalyticsassociation.org/

43. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com