The Diamond in the Data with Northwestern Engineering at AMA Higher Ed

Discovering the Diamond in the Data with Northwestern Engineering at AMA Higher Ed

It’s been an eventful (pun intended) event season here at Converge. From the Google Premier Partner Event in NYC to the EMBAC National Conference in Seattle, we’ve been all over the nation getting to talk to some of the brightest leaders in EDU. Last week, we headed south to Atlanta for one of our favorite conferences, the American Marketing Association (AMA) Symposium for the Marketing of Higher Education. We’ve had the pleasure of attending the conference since the start of our company back in 2011 and have enjoyed growing along with the event each year.


AMA 2017 brought together representatives from great brands like Google, Coca-Cola, UNC Kenan-Flagler, University of Arizona, Virginia Tech, American University, HubSpot and more. The sessions varied but one major theme was looking outside the norm, and disrupting static practices to increase yield. I had the opportunity to catch a couple of great presentations in between networking at our booth. A few of my favorites included:

  • University of Maryland Baltimore County (UMBC) who presented on Leveraging Alumni, Academic Colleges, Departments and a Limited OIA Budget to Yield Record Results from a Milestone Year.
  • Leaders from Virginia Tech and Gonzaga presenting on nuances between Athletic Brands vs. Academic Brands.
  • Michigan State University sharing best practices on user-generated content and Stanford Engineering on content strategy.
  • And of course, the presentation with our partner Kyle Delaney, Executive Director of Marketing at Northwestern Engineering and our fearless leader, Ann Oleson.

Using Data to Inform, Create and Evaluate Digital ROI

Over the past year, our team has partnered with Northwestern Engineering to market nine graduate programs in the McCormick School of Engineering at Northwestern University. We were thrilled to present a session sharing insights from our partnership. The Diamond in the Data focused on the ways that we are using data to inform, create and evaluate digital return on investment.

Kyle provided background on Northwestern Engineering’s history with digital strategy and cross-departmental communication to frame up the conversation. The presentation share historical information on their needs and how using data helped them create a strategy that took their digital enrollment efforts from good to great.

Couldn’t make it to the session at AMA? Check out the slides on SlideShare. Have questions about digital marketing strategies for higher education? Tweet us @convergeorg or contact me directly – I’d love to continue the discussion.

Brian Connelly
Brian Connelly
November 20, 2017