For any digital campaign to be planned or optimized, the following data should be well analysed by the strategists in the higher education sector.
Some of them do not have access to the below mentioned type data sources and might miss one or two of the below before arriving at a conclusion which would end up in a bad result.
Display Data: Study all the sources of display ads. Correctly determine if these sites are related to higher education itself. There are many blog sites on higher education and choosing these would bring in best results. However, the Display data wouldn’t bring in as many conversions when compared to the Search data.
Search Data: The search data has to be analysed to make out the proper keywords. These keyword list helps you bid for the keyword in your PPC campaign better. None of the keywords should be bid out of assumptions but rather only after properly analysing the trends over a particular period. This is considered as most relevant type of enquiries.
Properly analyse the pages of visit, keywords hit, geographic locations of keywords, age group etc.
The search data from all the search engines like Google, Bing,Yahoo have to be studied.
Social Media Data: This data includes searches made on Facebook, YouTube, LinkedIn etc. If you have a sufficient budget its nice to spend over the social media channels too. Nowadays the relevance of these social media channels is felt and it’s important to reach the target audience through the personalized profiles in the form of ads. Every person has a personalized page on Facebook, Linked In etc. People also look into the video channels to look into the real feedback from the people. So, these play a vital role.
Brand Recognition Data: The enquiries from brand recognition is the most important type and the probability of conversions from these data is close to 100%. The brand value evolves out of your legitimate presence in the internet in the form of ads(both Display and Search) ,blogs,articles,Online Reputation Management etc. Every mention of your name on the internet adds to your brand value. Improvement of a brand value is a slow process but once developed, will bring in conversions without much SEO (Search Engine Optimization), PPC and display ads.
Email Campaign: Here we directly deal with the online MBA aspirant. The data has to be studied for how many opens, clicks etc. The recipients of the email campaign have to be changed over time.
Other data: This refers to data that flows in through affiliate sites, blogs etc.
The admission on your website is taken up by any aspirant due to a combined effect of ads on all the platforms above. Thus, these data have to be carefully dealt with. Every abnormality during the data analysis have to be taken into account and studied for the root cause. Thus, it will optimize your campaigns better and bring in better results.
