How Schools Can Get Techy with Their Marketing – Part 5: Data Analytics

In today’s digital age, data is king. By leveraging the power of data analytics, schools can gain valuable insights into their marketing performance and make data-driven decisions that can help drive success at every stage of the funnel. Understanding your target audience, their behaviours, and their preferences can inform marketing strategies and tactics, as well as help optimise campaigns and maximise return on investment.

One way schools can leverage data analytics is by tracking website traffic and user behaviour. By using tools like Google Analytics, schools can monitor key metrics such as page views, bounce rates, and session duration. This information can help schools understand which pages and content are resonating with their audience and which areas of the website may need improvement. Additionally, by analysing data on audience’s demographics, interests, and behaviours, schools can create targeted campaigns with personalised messaging that resonates with specific segments of the target audience. This can increase the likelihood of conversion and ultimately boost enrollment.

While data analytics may seem intimidating at first, it comes down to a few simple steps to get you started: 

Define Goals and Key Performance Indicators (KPIs)

Before diving into data analysis, it’s important to define clear goals and key performance indicators (KPIs) that align with the school’s overall marketing strategy. This will help ensure that data analysis efforts are focused on the metrics that matter most to the school’s success.

Collect and Analyze Data

Once goals and KPIs are defined, it’s time to start collecting and analysing data. This can be done through a variety of tools and platforms, such as Google Analytics, social media analytics, and email marketing analytics. Schools can track metrics such as website traffic, engagement rates, conversion rates, and more to gain valuable insights into how their marketing efforts are performing.

Identify Areas for Improvement

With data in hand, schools can identify areas for improvement in their marketing strategy. For example, if website traffic is low, schools can analyse their website’s user experience and make improvements to increase traffic. If email open rates are low, schools can experiment with different subject lines and content to increase engagement.

Optimise Marketing Strategy

By using data analytics to identify areas for improvement, schools can optimise their marketing strategy to drive better results. Schools can make data-driven decisions on where to allocate their marketing budget, which channels to focus on, and what messaging resonates best with their target audience.
Popular data analytics tools for schools include Google Analytics, Hootsuite Insights, Tableau, Power BI, and s.i.m.b.a. By leveraging some of these tools and implementing a data-driven approach to marketing, schools can stay ahead of the competition and achieve their marketing goals.