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Mining your data for enrolment gold!

Mining your data for enrolment gold!. McMaster University Christine Brooks-Cappadocia – Marketing Manager Lisa Boniface – Assistant Director. Introduction. McMaster Experience Evolution of marketing expertise Marketing manager – overall/all programs Program managers – program marketing

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Mining your data for enrolment gold!

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  1. Mining your data for enrolment gold! McMaster University Christine Brooks-Cappadocia – Marketing Manager Lisa Boniface – Assistant Director

  2. Introduction McMaster Experience • Evolution of marketing expertise • Marketing manager – overall/all programs • Program managers – program marketing • Educate program managers • Become more focused and strategic • Now we have 2 marketing assistants • Will share our experience + what we have learned

  3. Objectives In this session you will learn how to: • Collect and analyze demographic and behavioural data • Create segment profiles • Develop marketing strategies to reach specific segments

  4. Sources of Information Demographic Data • City • House or apartment • Postal code • Age/generation • Gender • Employer and employer address • Title • Previous education • How did you hear about us • Application data

  5. Example:Human Resources Diploma

  6. Example:Human Resources Diploma

  7. Example:Human Resources Diploma

  8. Sources of Information Behavioural Data • Area of interest • Preferred course format • Learning goals • Length of time to complete program • Diploma, professional certification • Buying patterns • Enrolment data

  9. Sources of Information Results of past marketing activities • Source code • Contact created date • Events attended • Emails clicked on and URLs • Google analytics • Reports and learnings Surveys

  10. Segmenting your Students What is a segment? • No such thing as an “average” student • 5-7 segments per program • Need to be able to describe (create a profile) • Things we need to know about segments: • Behaviours • Demographics • Needs, motives, desires • Where to find more of them

  11. Segmenting your Students Example: 25-35 year old women, with a University degree in psychology or sociology, working in mental health. They want to be certified in addictions counseling. They want online courses because it provides flexibility. They do not have employer support with tuition assistance, so they will be paying their own way.

  12. Mining the Data Look for Patterns • Aggregate data • I start with geographic data • City sort – compare with census data • FSA sort • Gender sort • Age range sort • Employers • Sales data

  13. Mining the Data Adding Context • Compare with what you think you know • Investigate surprises • Establish base segments – pockets of like people • by program, geographic, psychographics, demographic/behaviour • Segment is only helpful if you can find more of them – keep digging

  14. Mining the Data Example: Our behaviour interviews of best customers showed that the consistent factor for all of them was that they each had a parent, teacher or mentor, who read to them as children. There is no way to act on this information that will pay off in the short-term. However, we have a pocket of people who live within 10 km of the main university campus. I can hit them with outdoor advertising; list buys unaddressed list buys, community events, etc.

  15. Filling in the Gaps Sometimes we need more information • Eg. professional designation, job title, employer • Surveys • Behavioural interviews • Market tests

  16. Quantifying Segments • Size • lifetime value • 80:20 rule Example: • Human Resources program

  17. Quantifying Segments Profile Example: Generation Y (23-30 years of age), females, graduates of McMaster University. Most want the diploma credential and 40% also intend to pursue the professional designation. Like to know: • Which degree programs did they graduate from?

  18. Developing Marketing Strategies • Identify a few key strategies, tactics and messages • Establish metrics and goals • Determine the value of each new prospect • This determines how much you can spend • Benchmark conversion rates

  19. Developing Marketing Strategies Example – Gen Y, McMaster grads • Tailored messaging and brand • Use what you know to reflect the segment’s needs and information sources • Campus events • Relationships with feeder programs • On-campus promotions • Clubs • Alumni association

  20. Summary • Start with what you already know • Keep it simple • Look for patterns • Don’t guess – make data-driven decisions • Identify segments and develop focused marketing activities • Evaluate, revise and repeat

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