1. Higher Education Marketing Webinar How to Configure Google Analytics to Optimize your College's Marketing Initiatives

2. Webinar Objectives Configure Google Analytics Analyze Visitor Traffic Implement Continuous Improvement Process www.higher-education-marketing.com

3. Webinar Agenda create student/audience profiles sub-domain and cross domain tracking Track specific audiences and traffic segments with multiple profiles define website marketing goals enable site search and Google AdWords integration Google Analytics Resources www.higher-education-marketing.com

4. Using Personas to understand student/audience profiles Personas represent user types within a targeted demographic http://en.wikipedia.org/wiki/Persona_(marketing) Your website’s interaction with these user types can be broken up into stages, called life cycles

5. The Life Cycle of a “Prospect” www.higher-education-marketing.com

6. Student Persona Life Cycle www.higher-education-marketing.com

7. Defining a Persona Target Market (geo, semantic, age, etc.) Objectives you want to attain with that group? Goals you want that group of visitors to accomplish on the website www.higher-education-marketing.com

8. Persona: Harvard MBA Executive Education www.higher-education-marketing.com

10. LinkedIn

11. AdWords

12. Email Newsletter

13. Newspaperswww.higher-education-marketing.com

14. Mapping of outcomes & metrics for “Convert” Stage www.higher-education-marketing.com

15. Google Analytics Configuration How does Google Analytics Work? Cross domain & sub domain tracking Modifying the Google Analytics Tracking code www.higher-education-marketing.com

16. How does Google Analytics Work? Google Analytics is hosted by Google (SaaS) It uses JavaScript code and First Party Cookies to collect the web data All data collected by GA is anonymous GA does not report on personally identifiable information GA does not share any data with a 3rd party www.higher-education-marketing.com

17. 1st party vs. 3rd party cookies A cookie is a small text file that the website you visit stores in your web browser 1st party cookies are issued by the website (domain) you are visiting 3rd party cookies are stored by another website (domain) 1st party cookies are widely accepted 3rd party cookies are often blocked by users and browsers www.higher-education-marketing.com

18. Google Analytics uses these 5 Cookies Sample Google Analytics Cookie: 53195706.354747012.1232214650.1264371284.1264481927.214 www.higher-education-marketing.com

19. Why Cross Domain Tracking? www.higher-education-marketing.com

20. Why Subdomain Tracking? www.higher-education-marketing.com

21. The case for tracking visits across domains and subdomains Click Path for Requesting a Brochure from Harvard Business School for their Executive Education www.higher-education-marketing.com

22. Harvard.edu GA Code <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-5847550-3']); _gaq.push(['_setDomainName', 'harvard.edu']); _gaq.push(['_setAllowLinker', true]); _gaq.push(['_setAllowHash', false]); _gaq.push(['_trackPageview']); (function() { varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> www.higher-education-marketing.com

23. HBS.edu GA Code <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-5847550-3']); _gaq.push(['_setDomainName', 'hbs.edu']); _gaq.push(['_setAllowLinker', true]); _gaq.push(['_setAllowHash', false]); _gaq.push(['_trackPageview']); (function() { varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> www.higher-education-marketing.com

24. Pass 1st Party Cookie info using this Link or link by post method This method is only needed between links & forms for cross domain, not sub domains <a href="http://www.harvard.edu" onclick="gaq.push(`_link`,`http:``www.hbs.edu`]); return false;">Harvard Business School</a> <a href="http://www.hbs.edu" onclick="gaq.push(`_link`,`http:``www.harvard.edu`]); return false;">Harvard University</a> www.higher-education-marketing.com

25. Google Analytics Profile Check List Setup Harvard.edu Catch All Profile Setup Extract Host Name Filter Setup HBS.edu Profile Setup Extract Host Name Filter Setup Include Host Name Filter Setup Exclude Phil IP Setup Site Search Setup Request Brochure Goal www.higher-education-marketing.com

26. Harvard Business School Profile setup Profile Name: Harvard Business School Domain: www.hbs.edu/ Subdomain: www.exed.hbs.edu/ Configuring Site Search / Query Parameter: Profile Filters Extract Host Name Include hostname Exclude Internal IP Traffic Website Goals Request a Brochure Form page: www.exed.hbs.edu/admissions/Pages/request.aspx Thank you page: www.exed.hbs.edu/Pages/request-thanks.aspx www.higher-education-marketing.com

27. Driving ROI using Google Analytics Facebook Email Campaigns AdWords Newspapers www.higher-education-marketing.com

28. Tag your Marketing with the URL Builder www.higher-education-marketing.com

29. Facebook www.higher-education-marketing.com

30. Email Campaigns www.higher-education-marketing.com

31. Newspapers www.higher-education-marketing.com

32. Google AdWords www.higher-education-marketing.com

33. Sample KPI Dashboard www.higher-education-marketing.com

34. Process for Continuous Improvement Monitor Regularly your KPIs Setup Automated Reports Split A/B Testing Prioritize your Efforts based on the most valuable pages – use the $index value Follow authorities on Google Analytics (see resource list) www.higher-education-marketing.com

35. Webinar Recap effectively analyze visitor traffic create student/audience profiles define website marketing goals sub-domain and cross domain tracking enable site search and Google AdWords integration Track specific audiences and traffic segments with multiple profiles implement advanced configuration techniques implement a process for continuous improvement Google Analytics Resources www.higher-education-marketing.com

36. Google Analytics Resources Google Conversion University Google Analytics Blog http://www.youtube.com/user/googleanalytics http://www.kaushik.net/avinash/ Google URL Builder Calculating the $ Index Value www.higher-education-marketing.com

37. Contact Higher Education Marketing Philippe Taza 514-312-3968 ptaza@higher-education-marketing.com Scott Duncan 416-418-7476 sduncan@higher-education-marketing.com www.higher-education-marketing.com

38. Screenshots of Profile Configuration www.higher-education-marketing.com

39. Site Search / Finding the Query Parameter www.higher-education-marketing.com

40. Exclude Internal Traffic with a Filter Aim to have better data. Remove your internal traffic with an exclude filter www.higher-education-marketing.com

41. Site Search Configuration www.higher-education-marketing.com

43. Include hbs.edu Host Name www.higher-education-marketing.com

44. “Extract Host Name” Filter www.higher-education-marketing.com

45. Advanced Filter: Extract Host Name why? www.higher-education-marketing.com

46. Common Educational Website Goals Goals are projected business end-points for visitors: Request a brochure Book a campus tour Request more information Apply www.higher-education-marketing.com

47. Calculating your Goal Values The goal value is to help monetize the true value of a completed website goal. It also enables the $ Index metric in the content reports. What percentage of your leads become students? 8% What is the average tuition of your program? 5000$ Formula: 8% X $5,000 = $400 www.higher-education-marketing.com

48. Setting up the Request a Brochure Goal www.higher-education-marketing.com