1 / 26

Hidden Treasures Identifying data sources that provide insights into customer behaviour

Hidden Treasures Identifying data sources that provide insights into customer behaviour. Jo Rees Manager Market Research. CQUniversity Australia. What do you want to know ? -data sources are everywhere. Data Perspectives Performance Profile Behaviour. Today’s Presentation.

orenda
Download Presentation

Hidden Treasures Identifying data sources that provide insights into customer behaviour

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Hidden Treasures Identifying data sources that provide insights into customer behaviour Jo Rees Manager Market Research

  2. CQUniversity Australia

  3. What do you want to know ? -data sources are everywhere • Data Perspectives • Performance • Profile • Behaviour

  4. Today’s Presentation “The goal is to turn data into information, and information into insight” (and insight into action)Carly Fiorina, Former CEO of HP

  5. Pre Student Journey is where we started - Need to understand why people choose us? Attention Choice Information search Transition

  6. Data Sources Used to Provide Pre Student Information CSS = Commencing Student SurveySES=School Engagement Survey

  7. Holistic view of pre student journey Data Source -Commencing Student Survey Recruitment Journey Onboarding experience

  8. Commencing Student Survey - Methodology

  9. Commencing Student Survey - Influence on strategy

  10. The Undergraduate Guide contains a career directory and program summary because we know that in the information search people will be considering multiple programs and careers. Publications and web information search pathways have a strong program focus as we know that over half our students lead with program choice before university choice.

  11. Studying close to home was one of the main reasons for choosing to study with CQUni. We reinforce this message in our advertising to footprint areas. Offering distance education was another popular reasons for choosing to study with CQUni. We embrace this message into our current campaigns Survey findings indicated that engineering was chosen by people who wanted to understand how things worked. We put that in our messages The response we got for health programs was that people choosing to study in this area wanted to help others.

  12. Length of the decision journey Evolution of the self directed buyer • 92% visited web in their information search • 52% of those also phoned student contact centre 46% rang the Student Contact Centre 80% of term1 domestic commencing students made a decision within three months of commencing the information search.

  13. Attention phase of pre student journey Data Source -School Engagement Survey • Contact with CQU • Experience with CQU • Perception of CQU -Being located close to home was seen as the main reason why students were choosing to study with CQUniversity . -A wide range of programs was another high ranking perceptions for why school leavers chose to study with CQUniversity. -Education, Engineering & Health were perceived as the most recognisable CQUniversity programs

  14. Information Search phase Data Source- CRM (Customer Relationship Management System)

  15. Domicile CRM Lessons Learnt Form CRM Register Your Interest Form- Need to preload CRM field with source of data

  16. Data entry Retrieve data Report Options Missing Data Fields CRM Lessons Learnt

  17. Google Analytics- Monitoring information search pathway traffic Information Search phase Date Source- Google Analytics

  18. Google Analytics- Web visits can be measured 32 621 visits

  19. Google Analytics- Causality relationships

  20. Choice and Transition phase Date Source- Tertiary Admissions Centre and CQUniversity Analytics Elements • Market Size • Market Growth • Market Share • Geographical Demand • Applicant Type Demand • Demographic Demand • Competitor Scans • Positioning • Timing The data source influences the sophistication of analysis.

  21. Choice and Transition phase Turning data into Insight

  22. Analytics Tool -Excel

  23. Analytics Tool –Metadata List X Data √

  24. Analytics Challenges-Data Visualisation “The purpose of visualization is insight, not pictures”Ben Shneiderman (1999)

  25. Key Takeaways “Not everything that can be counted counts, and not everything that counts can be counted.”Albert Einstein, Physicist

  26. Thankyou j.rees@cqu.edu.au

More Related