Data makes decisions less difficult
One of the biggest questions universities have about their marketing is related to its effectiveness. How do you know if your marketing spend is making a difference? And while your program may be using common tracking methods like a CRM and data points like website performance, yield metrics, and click-through rates, you may be wondering how to piece everything together to give your team an overall performance picture. We’ve compiled a roundup of past articles that showcase different ways to evaluate data, report on ROI, and make decisions using data.
Finding ways to evaluate last year’s marketing effectiveness
Marketing and recruiting success is typically evaluated in black and white terms: Did you meet your enrollment goals? What was your cost-per-seated student? How did digital advertising fare in terms of CPL? Although using a tracking method to evaluate these benchmarks at key points during the year can certainly give you a window into how well your plan worked, it’s also important to look at the results in context. And in terms of planning for the future, this may be the time to create new benchmarks that are adjustable to the market and your prospective students’ needs. Here are a few ways to find meaning in your data from the past year. Learn more in our blog, Finding ways to evaluate last year’s marketing effectiveness.
Metrics matter when you’re making decisions
During a time when resources are limited – time, money and people – it’s important to focus your efforts on clear measurable strategies and tactics that will give you a solid return on your investment. While one of the most common key metrics to gauge success starts at the top of the funnel and follows them down to seated students, there are other areas to be aware of including engagement and event attendance. In order to make decisions about your next round of spending, you’ll want to take a holistic approach to data evaluation. Learn more in our blog, Metrics matter when you’re making decisions.
Data-driven marketing: It’s not as complex as you think
Are you intimidated by the term data-driven marketing? It’s not as daunting as it sounds. If you’re not used to working with statistics, crunching numbers, or harnessing large amounts of information, there are simple ways to use data as a powerful resource to help you make informed marketing decisions. Here are some simple ways to start using the info you have to strengthen your marketing campaigns, regardless of your comfort with data visualization tools. Learn more in our blog, Data-driven marketing: It’s not as complex as you think.
Ways to track your marketing spend, optimize your campaigns and find an ROI for your graduate student recruitment campaigns
If you’re not sure if your recent spike or dip in interest, leads, or applicants is related to your advertising, the competition, the economy, or something else, you’re not alone. Gauging ups and downs in your funnel can be difficult and often cryptic. Assuming that your marketing campaign is based on a sound strategy and tied to your enrollment goals, the next most important thing you can do related to your spending is to track it carefully so you can use data to optimize your campaigns for greater success. But how do you get started? Learn more in our blog, Ways to track your marketing spend, optimize your campaigns, and find an ROI for your graduate student recruitment campaigns.
If you’re looking for an agency that is well-versed in digital campaign planning, set-up, tracking, and real-time optimizations, GPRS is your partner. Our proprietary lead optimization platform, GP Insights™, shows your real-time campaign data and can even display industry benchmark data showing how your peers and competition are trending. We can help you collect data on ROI and evaluate it so you can make sound decisions about your marketing strategy. Give us a call and we’ll be happy to give you a demo.