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LinkedIn ROI Research

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New research reveals how successful education marketers measure and drive ROI throughout the entire student journey.

Publicada em: Marketing
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LinkedIn ROI Research

  1. 1. LinkedIn ROI Research ​Saied Amiry ​Head of Vertical Marketing ​LinkedIn #EDUCONNECT17
  2. 2. #EDUCONNECT17 What are some top insights regarding marketer ROI in higher education…? #EDUCONNECT17
  3. 3. #EDUCONNECT17 It’s a Challenging Time to Market Higher Education 58% 34%population with some college that think “A four year degree is not worth the cost” colleges that met enrollment targets this year NBC News/Wall Street Journal poll, August 2017, “Americans Split on Whether 4-Year College Degree Is Worth the Cost” Inside Higher Ed, “2017 Survey of College and University Admissions Directors”
  4. 4. #EDUCONNECT17 55%40% IN 1991 IN 2015 Percentage of four-year degree holders that hold a well-paying job Georgetown University’s Center on Education and the Workforce, Current Population Survey Annual Social and Economic Supplement (March), 1992 - 2016 But In Crisis, lies Opportunity
  5. 5. #EDUCONNECT17 Less than a high school diploma High school diploma Some college, no degree Associate's Degree Bachelor's Degree Master's Degree Unemployment Rate (%) Median Usual Weekly Earnings ($) 2.4 2.7 3.6 4.4 5.2 7.4 1,380 1,156 819 756 692 504 Source: U.S. Bureau of Labor Statistics, Current Population Survey Graduate Students Fare Even Better
  6. 6. #EDUCONNECT17 How Can LinkedIn Help Given These Macro Trends? #EDUCONNECT17
  7. 7. #EDUCONNECT17 L I N K E D I N ’ S M I S S I O N Connect the world’s professionals to make them more productive and successful
  8. 8. #EDUCONNECT17 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 32M 50M+ students and recent college grads 32M 500M+ professionals The largest global community of professionals
  9. 9. #EDUCONNECT17 ​Only LinkedIn provides this unique combination of benefits Reach a higher quality prospect Quality Align your message with a professional mindset Mindset Use our accurate data to target your audience First-Party Data Market to who matters on LinkedIn
  11. 11. #EDUCONNECT17 LinkedIn solutions support all major educational departments
  12. 12. #EDUCONNECT17 So what can I do to prove the value of my educational offerings? …and how do I do this while boosting the ROI of my marketing investments? #EDUCONNECT17
  13. 13. #EDUCONNECT17 Ad Environmental Research What roles does Trust play in Marketing ROI? State of ROI Survey What is the current state of affairs? Client ROI Data Project What are the possibilities when teaming up with LinkedIn? Our Research Approach
  14. 14. #EDUCONNECT17 State of ROI Survey #EDUCONNECT17
  15. 15. #EDUCONNECT17 10-minute online survey of LinkedIn members in U.S. and Canada Fielded by LinkedIn from Sept 14-24 Survey 855 total Digital Marketers, incl: 266 Agency marketers 150 total in Tech industry 159 total in Services industry 77 total in Education industry NAMER Sample Screened for responsibility with Digital Marketing at either a corporation or marketing/ad agency Criteria Concept & Methodology
  16. 16. #EDUCONNECT17 AND HERE’S WHAT YOU’RE SAYING… “Our enrollment cycle takes place over a couple years… so it’s difficult to track ROI based solely on student enrollment.” EXECUTIVE DIRECTOR OF DIGITAL MARKETING & COMMUNCATIONS BRADLEY UNIVERSITY
  17. 17. #EDUCONNECT17 [Q8_IMPORTANT] How important, if at all, is it to your organization that it be able to accurately measure the ROI of digital marketing efforts? [Q9_SUCCESSFUL] And how successful do you think your organization is at accurately measuring the ROI of digital marketing efforts? Base: all Corp respondents 61% 66% 71% 71% 18% 17% 19% 17% Edu Other Industry Tech Professional Services Importance Success Importance of measuring ROI is high while success is low
  18. 18. #EDUCONNECT17 [Q6A,B,C,D,E_CHALLENGES] In the next several questions, we’d like to learn more about your satisfaction with measuring the effectiveness of your digital marketing efforts. Thinking about the measurement platforms/technology you currently use to measure your digital marketing efforts, how satisfied are you with your ability to [PIPE OPTIONS BELOW – SEPARATE QUESTION FOR EACH]? Base: all respondents EDU OTHER INDUSTRY AGENCIES TECH PROFESSIONAL SERVICES % top 3 box N=77 N=589 N=266 N=150 N=159 Ability to calculate ROI for overall digital marketing efforts 16% 16% 24% 19% 16% Ability to access enough detailed performance data for program optimization 16% 14% 26% 15% 19% Ability to measure all marketing activity in one consolidated place 16% 14% 23% 20% 16% Ability to measure all the way through to sales impact 10% 11% 19% 17% 14% Ability to show attribution for all parts of the funnel 8% 10% 16% 15% 11% Satisfaction with measurement platforms/tech features is low
  19. 19. #EDUCONNECT17 [Q2_METRICS] Below are a number of metrics and measurements a marketer might use to evaluate the effectiveness of their efforts. When it comes to achieving your digital marketing objective of [PIPE UP TO 3 FROM Q1_OBJECTIVES], which, if any, of the following metrics do you use? Please select up to four metrics: Base: among those mentioning each objective BRAND AWARENESS ENGAGEMENT LEAD GENERATION SALES COVERSION CUST RETEN/ LOYALTY Top 4 objectives N=515 N=461 N=445 N=282 N=215 Engagement (likes, shares, follows) 66% 75% 49% Revenue generated 59% 44% Leads (or qualified leads) created 28% 68% Conversation rate (lead to customer) 47% 59% 34% Click-through rate (CTR) 45% 60% 42% 38% 33% Time spent, page views, or bounce rate from website 45% 53% 32% Brand lift research 29% Cost per lead (CPL) 44% Customer acquisition cost (CAC) 34% Customer lifetime value (CLV) 30% Engagement, revenue, leads created, conversion rate and CTR most commonly used metrics
  20. 20. #EDUCONNECT17 [Q10_REASONS] You indicated that your organization has been/has not been very successful at accurately measuring the ROI of digital marketing efforts. Which, if any, of the following factors do you think most contribute/would most help your organization improve its success with measuring ROI? Please select up to three. Base: Successful (10,9,8) and not successful (1,2,3) at Q9 SUCCESSFUL NOT SUCCESSFUL % mentioning each as reason for success/what’s needed N=103 N=139 Access to the right data 49% 42% Understanding of which metrics matter 42% 27% Access to measurement tools/technology 41% 41% Clearly defined goals/objectives 39% 32% Leadership commitments to measurement 37% 39% S E L F - R E P O R T E D S U C C E S S Successful marketers focus their efforts differently than their unsuccessful peers
  21. 21. #EDUCONNECT17 [Q4_ATTRIBUTION] How, if at all, does your organization measure attribution (i.e., attributing a conversion or other sales outcome to specific marketing tactics) for digital marketing? Base: all respondents SUCCESSFUL NOT SUCCESSFUL % mentioning each as reason for success/what’s needed N=103 N=139 First-touch attribution 23% 16% Last-touch attribution 17% 22% Multi-touch attribution 66% 30% None of the above 7% 40% S E L F - R E P O R T E D S U C C E S S Successful marketers are more likely to measure digital ROI via multi-touch attribution
  22. 22. #EDUCONNECT17 [Q3_SATISFIED] And when it comes to achieving your digital marketing objective of [PIPE ROW FROM Q1_OBJECTIVES], how satisfied, if at all, are you with your current ability to measure the effectiveness of your efforts? Base: among those mentioning each as objective 23% 31% 29% 29% 26% 31% 39% 35% 36% 45% Brand Awareness Engagement Lead Generation Sales Conversion Customer retention/loyalty Total Agency And for some reason, media agencies are more satisfied across the board… S A T I S F A C T I O N W I T H M E A S U R I N G E F F E C T I V E N E S S ( T O P 3 B O X )
  23. 23. LinkedIn ROI Research ​Ricky Mackessy ​Sr. Account Executive ​LinkedIn #EDUCONNECT17
  24. 24. #EDUCONNECT17 What happens when you measure student outcomes, ROI & value…and not just cost? #EDUCONNECT17
  25. 25. #EDUCONNECT17 Working with a Partner Focused On Student Success… University +
  27. 27. #EDUCONNECT17 We Found Positive Trends for the Universities' Students Nursing & Information Systems graduates are increasingly finding jobs within their field of study, i.e. healthcare & IT, respectively. Associate degree graduates are increasingly finding employment within IT companies (in sync with their degrees). These IT employers increasingly feature the most desirable names in the industry i.e. Accenture, HP & IBM, in the top 10 hirers lists. Bachelor’s degree graduates are increasingly getting employed in Healthcare, IT & Engineering functions. However, more students are shifting to 1000+ company size IT companies over time. This migration is mostly observed in students of Health Information Technology. Master’s degree graduates are getting a promotion at their job within their first 3 years and nearly 1 out of 5 graduates is working in a Manager+ role in a 1000+ employee company within 10 years of graduation. There is increasing employability of technical degree graduates i.e. Computer Information Systems, Network & Comm Management & Health Information Technology into 1000+ employee IT companies.
  28. 28. #EDUCONNECT17 2.5X 25% LinkedIn Members are 2.5x More Likely to Graduate (vs. Universities’ Students not on LinkedIn) LinkedIn Members Take 25% Less Time to Graduate (vs. Universities’ Students not on LinkedIn) LinkedIn Members Who Enrolled Drove Superior Outcomes for Both Themselves & The University
  29. 29. #EDUCONNECT17 Ad Environment Research #EDUCONNECT17
  30. 30. #EDUCONNECT17 Which inner grey box looks darker?
  31. 31. #EDUCONNECT17 Which inner grey box looks darker?
  32. 32. #EDUCONNECT17 0% 100% 77% 30% Education Respondents reported that ads in our core categories were a significantly better fit on LinkedIn relative to Facebook’s environment LinkedIn Score Higher in Categorical Relevancy for Higher Education
  33. 33. #EDUCONNECT17Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017 70% 32% 30% 28% 26% 13% Business Insider Intelligence Digital Trust Rankings “LinkedIn is undisputedly the most trusted platform”
  34. 34. #EDUCONNECT17Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017 55% 55% 43% 1% 15% 17% 21% 45% 4% 8% 12% 3% 9% 7% 7% 3% 9% 7% 13% 6% 8% 6% 4% 43% Platform with most confidence in to protect your privacy and data? Platforms least likely to show you deceptive content, fake news, scams, or click bait? Platform do you feel the safest participating in or posting on? Platform has the most intrusive ads? LinkedIn Facebook Instagram Snapchat Twitter YouTube 99% Find LinkedIn to have the least intrusive ads Trusted for: Privacy, reliable content, safest to post, and least intrusive ads
  35. 35. #EDUCONNECT17 EDU advertising tested: We used 4 ads per industry vertical and split them up by the following rubric (to mitigate bias): And Most Importantly, LinkedIn’s Trusted Environment Increases Enrollment Intent ü 2 ads not as well known brands/productsü 2 ads well known brands