An Introduction to Converge University: Tracking, Attribution & Marketing Analytics Insights for Higher Ed

An Introduction to Converge University: Tracking, Attribution & Marketing Analytics Insights for Higher Ed

In today’s ever-changing digital landscape, a comprehensive multichannel marketing strategy is the only way to ensure you are reaching and connecting with prospective students and your key audiences. We know that 79% of consumers use mobile devices to conduct their research and typical marketers use an average of 13 channels to drive their marketing objectives. It’s no wonder that 71% of marketers say attribution is their #1 problem.

With the breadth of channels in-play in #HEMC for the foreseeable future, a sound structure for tracking and analyzing your marketing performance is more important than ever before. It is one of the key reasons why we’ve designed and created the Converge University performance dashboard for all of our client partners.

Despite the beautiful simplicity of our Google Data Studio dashboards, know that executing a comprehensive performance reporting structure like Converge University is no easy feat. It requires well-documented tracking, KPI alignment and an agreed-upon nomenclature for attribution among your external partners and key stakeholders at your institution. A dashboard like this can’t come to life overnight, but is a must-have for modern marketers and is guaranteed to be on your team’s 2019 wishlist. Furthermore, So how do higher ed marketers work towards something like this? Let’s start with the basics.

Defining Attribution

Attribution is the process of identifying a set of user actions (“events”) across screens and touch points that contribute in some manner to a desired outcome, and then assigning value to each of these events

the rule or set of rules that determine how credit from a conversion is assigned across campaigns

Attribution Models: The Old Standard v. The New Standard

A few months ago, I had the privilege of attending the Google Premier Partners Expert Series on search attribution in Chicago. A select list of Premier Partners were invited to take part in this training where Google explained their shift from the old Last-Click attribution model to new Non-Last Click Models.

EDU Translation: Understanding The Student Enrollment Journey

So what are the different steps that your prospective students take along the way to enrolling in your programs? And which stage(s) of the enrollment funnel are we giving credit to for each conversion?

Building a Foundation for Full-Funnel Reporting in Higher Ed

The student enrollment journey is a multi-faceted unique experience for each individual. The beauty of modern marketing (when tracking is properly executed) is that attribution should come naturally. Our clients are constantly staying ahead of the curve and pushing for what’s #newandnext by working smarter and exploring opportunities to synthesize performance analysis with dashboards like Converge University.

If you are interested in partnering on your digital marketing efforts and collaborating to develop performance reports like this, contact us to start the conversation. We would love to connect with you and share our expertise.

Cassie Hansen
Cassie Hansen
February 1, 2019