AACRAO Technology Conference 2013 Tucson, AZ Jim Bouse University of Oregon Enrollment Management...
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AACRAO Technology Conference 2013 Tucson, AZ Jim Bouse University of Oregon Enrollment Management Marketing and Communications in the Era of Big Data
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Transcript of AACRAO Technology Conference 2013 Tucson, AZ Jim Bouse University of Oregon Enrollment Management...
AACRAO Technology Conference 2013Tucson, AZ
J im BouseUnivers i ty of Oregon
Enrollment Management Marketing and Communications in the Era of Big
Data
What We Will Cover• Marketing and Communications• Viral and Personalized Video’s• Big Data• Social Media• CRM• Predictive Analytics• Mobile• The streams will cross often
Perls of Knowledge
Location, Location, Location
Big Data
Big Data
“Linking data from disparate sources to answer questions you didn’t even know to ask.”
Kent KuoOregon State, Dir. Ent. Computing
Big Data
“Sifting through the sea of information in search of trends and truths.” - Andrew Barbour, Campus Technology
Big Data
•The 4 V’s• Volume• Variety• Velocity• Veracity
Big Data
-IBM
Petabytes
•13.3 years of HD TV•2,000 years of songs•Financial Times Video
Big Data: Analytics, Tracking, Prediction
• Target pregnancy ads• RFID• Big Brother is here and he is us. Walmart
infrared (Prism consortium).• Amazon to Facebook example
“Free” internet.
We are not the customer, we are the product.
Perls of Knowledge
NCard
Social Media
Listen and MonitorThere are more channels than ever.
• Facebook (1.1B +, 61% Mobile)• Google (1.8T/yr)• Twitter (555M +)• College Confidential (Hobsons)• Instagram• Google Maps, Apple iOS, review your
campus
Where are Teens on Social?
Teen Survey (sentiments)
Schools on Tumblr
http://higheredsocialmedia.tumblr.com/post/35452524815/list-of-universities-on-tumblr
Gangnam Style
Oregon Duck Parody
Psy’s Favorites
Shout Out to the Duck
Perls of Knowledge
Harlem Shake
Ask the Right QuestionsTop Write-in Votes on Teen Social Survey
•Wanelo: Socially curated shopping•Vine: “Vine is doing to YouTube what Twitter did to Blogger.” •Snapchat: 60m vs 40m for Instagram•Kik: 30m users, videos, memes (not email/text)
Ask the Right Questions
•Tinder: “They (teens) care that it made digital flirting acceptable without feeling weird.”
-Brian Wong, found of Kiip
Teen Trends“The trend, particularly with the younger demographic, seems to support more specific social networks — statuses on Twitter (30%), photos on Instagram, pin boards on Pinterest, live stream on Pheed and short videos on Vine.”
Prerna Talreja, Policymic, Media and Tech, April 2013
The Original Facebook?
•Inigral: The Schools App (colleges only)•Path (150 “friend” limit)
Migrate to UO
Personalized Video
Perls of Knowledge
Snow Days
CRM
CRM Service
• Be smarter than you have been in the past• Be more effective• Need to appear more unified and cohesive
CRM Action
• Automating actionable intelligence• Delivering to student and the school
Relevant Communications• Who• What• When• Where• Hopefully you have a “Why” you are doing
this.• Opt in
Perls of Knowledge
#YOLO
Predictive AnalyticsWhat Do We Want To Know
What HappenedReportsDashboards
What Is HappeningReal-Time Analytics
What Is LikelyPredictive Analytics
Why Did ItForensic Data Mining
Why Is ItReal-Time Data Mining
What Should I DoPrescriptive Analytics
What Do You Want to Know?
Only .5% of world’s data is analyzed
Where Do You Want to Be?
• Anticipating needs, predictive• A “concierge” model
Mobile
Mobile
Part of the Where and How
Ties into the way users want to interact, timeshift.
Mobile Data Dev"One of the most valuable lessons I've learned over my career is that if you don't log each and every click or event, you can't reinvent that information," Lent said. "So make sure you have a very comprehensive way to instrument your apps with a simple SDK, (and then) log the data and pull it into a big data structure."
Mobile Usage
•Custom tour of class schedule•3D path finding•Geo-fencing•Location aware segmentation
Gameification
Three stages
1. Informed users2. Connected users3. Users acting on information they
receive
GameificationLeveraging motivation beyond the
fiscal
• Health tap• Klout• Fitocracy• Facebook “Likes”• Foursquare
Privacy?
The Long Game•If we are successful bringing students to us, how does that model continue through matriculation, enrollment, graduation, alumni experience to potential donors?
•How do we continue to meet heightened expectations, especially if we help create them?
Review• Marketing and Communications• Viral and Personalized Video’s• Big Data• Social Media• CRM• Predictive Analytics• Mobile
Perls of Knowledge
Angry Birds
IntroDUCKtion
UO Orientation Video, link only worksfor in person presentations
Pancho Villa Toasting Time
Questions?Jim BouseAssociate Registrar for [email protected]
