The Use of Analytics in Higher Education
JISC ProjectYork St John University / Applied Web Analytics
January 2010
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Structure
• What is analytics?
• Customer journeys
• Three phases of analytical development
• Key concepts
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Definition of web analytics
“The process of collection, measurement and analysis of user activity on a website to
understand and help achieve the intended objective(s) of the website”
4
JISC project - using analytics
“The process of collection, measurement and analysis of interactions between the university and its various audiences, to understand these
audiences and help achieve the intended objectives of the university”
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Possible ‘interactions’ with YSJ
Time
Life
tim
e V
alu
e
P/G Student
Careers Advice Centre User
Part-time student
U/G Student
Donor / Alumnus
Joint research grant
Sole grant provider
Employer, referrer
Speaker to business school
Supporter
Benefactor
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Stage 1
• Data collection and measurement – Collecting these interactions into a single
database, to provide a single view of a contact– Collecting results on previous communications
with that contact• Revenue (“Tangible resources”)• Costs of communication• Response rates• Surplus / profits created
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Stage 2 – Getting insight and taking action
• Developing insight and taking action– Identifying patterns in the data– Developing hypotheses– Performing tests
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Getting Insight
InformationData Insight
Identifying patterns in the
data
Developing hypotheses
Performing tests
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Stage 3 - Embedding the process
• Involve stakeholders• Make one person responsible for analytics• Focus on insight / ad-hoc queries, not
reporting • Have a positive attitude to testing and ‘failure’• Set goals for improvement• Focus on tangible outcomes • Start with a small win
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Key concepts
• Data driven decisions / statistical analysis• Events / interactions recorded in single database• Closed loop marketing – who did you interact with
and who and who did not respond• Past behaviour correlates with future actions• Segmentation – different messages to people who
are different in their behaviour• Lifetime value and retention rates• Return on Investment (revenue – costs / costs)
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Thank you
Dan Croxen-JohnApplied Web Analytics
[email protected] 990 3580
Follow me on Twitter:Dan Croxen John or ApldWebAnalytix
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