This document discusses using analytics and key performance indicators (KPIs) to inform agile marketing strategies. It emphasizes measuring goals and objectives to determine which content and social media channels are most effective. While data is available, context is needed to understand it. Defining measurable goals and tracking trends can help marketing teams focus content and campaigns on what drives the desired outcomes and returns.

1. Agile Marketing With Cascade+ ANALYTICS +SPECTATE Joel Dixon, Solutions Consultant (@joelddixon) Kat Liendgens, COO (@katliendgens) #csuc11 1

2. Marketing team Content managers IT staff CMS Social media Analytics 2 People Technology You’ve Got It All . . . #csuc11

3. What a CMS won’t do . . . Compensate for bad website info architecture Create relevant, useful and quality content Resolve politics around web management & strategy Solve your social media challenges Replace a good CONTENT STRATEGY #csuc11 3

4. Content Strategy Post fresh content What? When? Where? Re-design (or Refine) your website How do you know what works and what doesn’t? Be all over social media Which channels? How do you calculate your ROI? 4 #csuc11

5. Embracing Web Analytics #csuc11 5

6. Why Analytics? Content is King, But WHICH content? And is the RIGHT content being published out? “We spend a huge amount of time in higher ed maintaining content that has little return on investment.” - Michael Vedders, Director of Web Services at Bethel University in Minnesota #csuc11 6

7. The Data is Available 7 #csuc11

8. But Data needs Context “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?” - T. S. Eliot 8 #csuc11

9. Data meet Context . . . GOALS! OBJECTIVES! OUTCOMES! #csuc11 9

10. Goals and Objectives are S.M.A.R.T. 10 Specific Measurable Attainable Relevant Time-bound #csuc11

11. Outcomes 101 Outcomes matter, But the RIGHT outcomes matter most! #csuc11 11

12. Key Performance Indicators (KPIs) Page views & unique visitors Campus visit forms completed online Clicks on admissions form “Apply Now” button Completed admissions applications 12 #csuc11

13. Tracking Web Analytics Start small by defining just a few measurable goals Measure all conversions—macro and micro Focus on trends, not just raw data Segment data as much as possible Based on stated objectives, analyze the data to inform your website content decisions. #csuc11 13

14. Analytics and KPIs …Dig Deeper Average time per page vs. # of page views Mobile device page views vs. Web browser page views # of comments on blog posts, video or fan page Segment traffic by social media referral channel 14 #csuc11

16. Measure everything, frequently

17. Inspect and adjust

18. Focus on fresh content

19. Use social media to promote your content

20. Calculate your ROI15 #csuc11

21. Social Media ROI Naysayers: "What's the ROI on social media? I don't know, what's the ROI on our phone system?” Bean-counters “People who say you cannot measure social media are lazy.” Explorers “What is the ROI of worrying about ROI of social media?” #csuc11 16

22. Q & A #csuc11 17

23. Thank you Joel Dixon Solutions Consultant joel.dixon@hannonhill.com @joelddixon Kat Liendgens Chief Operating Officer kat.liendgens@hannonhill.com @katliendgens 18 Contact Information #csuc11