A website is a living, breathing document that has evolved generationally – from a filing cabinet, to a garage, to an internal resources site, to an external recruitment/marketing focused site.

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As marketing and enrollment managers, we often read that our websites must be optimized to successfully market our universities online. I’d like to dive into the meaning of website optimization and give you a few ways to put your website to the test.

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After achieving proven results for business school clients, Converge Consulting recently became a corporate member of the Executive MBA Council (EMBAC).

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Rachel Dohmann, formally of the Texas A&M Foundation and Ryan Lindsay of Converge Consulting covered campaign tracking tactics that will help you prove ROI on all marketing activities.

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In the past year and a half, I’ve found campaign tagging to be an integral part of optimizing and then determining the success of my marketing projects. It’s the easiest step you can take today to help calculate the ROI of your projects and campaigns.

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Watch the latest episode of Friday After Class, #FAC, Ryan Lindsay explains how to track events in Google Tag Manager.

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This last fall semester, I had the opportunity to work in the Simpson College Admissions Department as an Undergraduate Assistant for Social Media and Web. My role was to effectively engage potential students through Simpson Admissions' social channels.

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Wondering what inbound marketing strategies other colleges and universities are using? Interested in new and next topics like content amplification? Ann Oleson, Jay Kelly and Megan Cendrowski led this webinar exploring the results from our 2015 Trends in Higher Education Marketing Survey.

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This month, we are releasing Chapter 3 of our book, Memorable Marketing, Measurable Results. Google Analytics: Measurement Matters is now available for download in an eBook version.

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On any website there are actions that users can take that will help guide our marketing strategy. Here are some items that you should be tracking as events in Google Analytics.

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In this follow up post, we'll talk about determining the level of effort we should put into looking at attribution models as well as an easy way to understand how marketing channels are impacting the final conversion.

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With 2015 now in the rearview mirror, it’s time to step on the gas and cruise into the vast potential of 2016. As a higher education digital marketing company, we are excited about all of the new tools, techniques and ideas that will continue to transform the marketing industry in the new year.

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Here are 7 free and easy-to-use analytics dashboards you can import simply by clicking the link, selecting your favorite view and following the provided instructions.

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To celebrate Google Analytics’ tenth birthday, Converge Consulting will kick off 2016 with Google Analytics month.

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After spending more than five years working with colleges and universities across the U.S. to implement Google Analytics we have developed a list of valuable resources.

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2015 was filled with higher education buzzwords including big data, the Internet of Things, native advertising and newsjacking. I predict that 2016 will see a flurry of activity, conversations and promotion around ‘upskilling.’

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What is attribution and what are the different models Google Analytics uses?

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The goal of measurement is to improve and context is everything. Shelby Thayer of Penn State Outreach and Online Education presented Effective Marketing Measurement at Converge 2015.

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At Converge 2015, I had the privilege to present with Zach Vineyard, director of web development at Northwest Nazarene University. During our presentation, Zach shared the secret to his success at NNU.

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In 2011, the team at Bentley University took on a massive task: redefining their brand. They came up with The PreparedU Project and an inbound marketing strategy after several phases of research and learning from their mistakes.

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