In this talk, Bart Caylor, President of Caylor Solutions, will discuss how to leverage web analytics such as Google Analytics and other popular tools to better understand how users are engaging with your website and digital assets and to predict and anticipate their needs and improve the website conversions. There will also be discussion about the future of Big Data and how new business tools could be adapted to the higher ed admissions process.

1. Leveraging Web Analytics
To Increase the Funnel
Bart Caylor
Caylor Solutions

2. Introduction
• Caylor Solutions • Anderson
• 15+ years in Higher Ed • Taylor
• 20 years in corporate + • Huntington
non-profit, etc.
• Trinity International
• New agency model
• Marian University
• Previous experience
• IUPUI
+20 schools

3. Web Analytics Defined
The analysis of qualitative and
quantitative data from your website
and the competition
1. To drive a continual improvement of
the online experience of your
customers and prospects
2. Which translates into your desired
outcomes (online and offline)
Avinash Kaushik, Web Analytics in an Hour a Day

4. Types of Analytics Tools
• Clickstream Analysis
• Competitive Intelligence Tools
• Experimentation & Testing Tools
• Voice of Customer
• Social Analysis

5. Clickstream Analysis
• Google Analytics
• Yahoo Web Analytics
• CrazyEgg.com
• Others: Web Trends, Omniture,
Woopra, Formstack, etc.

11. Competitive Intelligence
• Complete.com
• Spyfu.com
• Quantcast.com
• Alexa.com

16. Experimentation & Testing
• Google Website Optimizer
• Optimizely
• Custom

19. Voice of Customer
• 4Q by iPerceptions
• KissInsights
• ClickTale

23. Social Analysis
• Facebook Insights
• Twitalyzer
• Radian 6
• Google Alerts

27. Enrollment Funnel
• Inquiry and Application Analysis to improve flow
• Review of returning prospects and tracking - VOC
• Continual improvements with A|B testing: CTA,
Visit Registration, Incentives, etc.
• Communication flow analysis and improvements
• SEO and PPC opportunities with competitive
analysis of key competitors for stealth apps

28. Big Data Defined
Walmart handles more than 1 million
customer transactions every hour,
which is imported into databases
estimated to contain more than 2.5
petabytes of data - the equivalent
of 167 times the information
contained in all the books in the
US Library of Congress

29. Future Impact
• Data intelligence on each inquiry at a counselor’s
fingertips - Rapportative.com
• Refined Search
• Refined Communications Flow planning
• Customer Relationship Management enhanced
• Better predictive modeling

31. Next Steps
• Develop strategy on how to leverage analytics for
your institution and enrollment process
• Work with web team to begin looking at digital
marketing analysis tools
• Invest resources (time, budget) to understand
how your digital tools are being used and look for
“low hanging fruit” for continual improvement
• Learn, Learn, Learn

32. Questions
caylor@caylor-solutions.com