Measuring online marketing
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MEASURING ONLINE MARKETINGSaxion University of Applied Sciences
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This presentation• About Saxion• Online marketing• Measuring results from online marketing
• Setting up a solid workflow• From experience• Best practice
• Questions
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About Saxion
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About Saxion• Public funded University of Applied Sciences• 3 Campuses• ~ 24.000 students• ~ 2.500 international students• More than 55 nationalities• Offering over 30 English taught programmes
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Online marketing
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Defining online marketing
“…the marketing (generally promotion) of products or services
over the Internet.”Wikipedia
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Online marketing strategy• Select channels• Experiment• Set goals• Set budgets
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About online marketing channels• Search Engine Opitimisation (SEO)• Search Engine Advertisement (SEA)• Social Media (Facebook, Twitter etc.)• Study-choice websites (BachelorsPortal.eu etc.)
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Measuring results
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Setting up a solid workflow• Think, then act!• Have access to your webmetrics tool
– e.g. Google Analytics, Piwik etc.
• Use tagged links to track campaigns– e.g. Google URL builder: http://bit.ly/UaARil
• Connect to your CRM system
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2 Types of results• Visitor statistics
– Compared to site average
• Conversions– Conversion rate– Qualified lead to conversion– From web visit to student
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Visitor statistics
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Key metrics• Bounce rate• Time on site• Pages per visit• Conversions• Multi-Channel Funnels
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What we found…
Visitors to saxion.edu via referrals:• Spend more time on the website (+70,8)• Have an incredibly low bounce rate (-26%)• Visit more pages (+51,5%)• Are more likely to convert (+1,32%)
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What we found…
Multi-channel funnels: conversions as a result of multiple visits through multiple channels.• 70% / conversions = assisted conversion
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referral #1 direct organic referral #2 conversion
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What we found…
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Studyprofilers
Organic (Google)
Overall
Social Media
CPC (Google)
0.00% 0.50% 1.00% 1.50% 2.00% 2.50%
2.16%
1.11%
0.92%
0.50%
0.10%
Conversion rate
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Conversion tracking
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Conversion tracking
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Conversion tracking
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• This conversion is anonymized• Attributed to MastersPortal.eu
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Taking it a step further• Qualified lead to student
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lead application student
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Qualified lead to student
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• Matching qualified leads & applications• Conversion rate: 14,9%!
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What we found…
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Qualified leads
Studyprofilers
Organic (Google)
Overall
Social Media
CPC (Google)
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
Conversion rate
Conversion rate
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Qualified lead to student• Match qualified leads to your applications
– Automatically through CRM
• Full control over results– What channel performs best?– What is the cost-per-lead & cost-per-student?
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Questions?@michieldoetjes
linkedin.com/in/michieldoetjes
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