As education sector marketing boffins – some would say nerds – we thought it was time for us to do a little show-and-tell, sharing some insights in to college website data, and indeed shortfalls in the approach to collecting data from many colleges. We delved in to the numbers behind four UK college sites to understand the crucial periods over 12 months, and more importantly to share a few tips for college marketers.
First things first – when executing any campaign, we need to know exactly who we are communicating to. This may sound like an easy first question on the exam paper, but as any maths professor will tell you, you can’t write the formula if you don’t have access to all the data…
Sir, Google hid half my data!
Excuses afoot, and class has only just begun. But simply put, there is not enough data available to understand if parents and guardians form a large proportion of site traffic. Colleges do not have access to all the data they need for a succinct approach to marketing. The nature of college demographics does not help.