With all the recent focus on analytics and ROI, I'm wondering if more and more institutions are creating positions specifically for web analytics, or even other enrollment data. Someone who can connect the dots among all marketing and enrollment activities and ROI.
Anyone out there playing this role yet?
According to the survey on the state of web and social media analytics in higher ed I conducted in 2011 and 2010, only 2% work on analytics more than 21 hours per week.
You can see the report at www.higheredexperts.com/analytics2011
Not a good sign, but great data to have. Thanks, Karine!
Not yet, but after our major launches this spring my job will transition primarily to analytics and usability testing - I'd say it will move to about 30% of my time.
Same here. I was looking to see what kinds of metrics (beyond the basic visits, page views, etc.) people are using. I'm going to be putting together some dashboards that attempt to track ROI of web marketing dollars, looking at everything from acquisition (email, print, ads, search) all the way through online/offline goals (applications, yield, fundraising). Quite the rabbit hole. What sorts of data do you anticipate you'll be dealing with?
I anticipate something similar. On our end we'll be dealing with a number of markting and external advertising agencies as well whose data we'll need to sift.
There is no centralized source of analytics with our current level of funding. We have serious needs in the areas of videography, social media and analytics. We are using students to help with the first two areas but are adding analytics tasks to the the position of Webmaster, Web Comm Director, Online/Extended Studies coordinator and Admissions marketing person.
We're definitely in the same boat with those 3 needs. How are you splitting the analytics duties between those people? Each responsible for the data in their area?
alot of my time is involved in this space.. tracking measurable results on apply now strategies etc. I also have seen the need for a Search Engine Reputation Management Officer to work in conjunction with information Security Dept. usually for now University Relations and Admissions team up on these items... but to your inquiry yes, Web analytics is a blooming need here at Widener at least and is quickly becoming a driver of influence for justifying initiatives undertaken in ITS. hth
Google Analytic heat maps, click thrus and critical paths and alot of is.gd/bit.ly tracking for response rates to direct mail landing pages... that sort of thing I do aleast about an hour daily. http://daytum.com/Widener hth (rough estimation of my focused/time since jan1)