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Utilising data strategically: A measurement framework for digital communication efforts
Journal of Education Advancement & Marketing,
2
(3),
206-219
(2017)
Abstract
This paper provides university communication and marketing leaders with a guide to the best practices in analytics and data measurement for digital communications. In a time when higher education marketers are bombarded with endless sources and types of data, and Big Data is an industry buzzword, senior managers are expected to effectively utilise this wealth of information in ways that make genuine impacts on key business outcomes. Drawing on both theoretical models and extensive practical experience, a chief marketing officer and a hands-on social media manager show communication professionals in higher education which metrics to focus on, how to apply theoretical principles to create a sustainable analytics strategy, and how to use data to improve communication strategy in pursuit of your institution’s specific business targets.
Keywords: social media; digital communications; analytics; data; metrics
The full article is available to subscribers to the journal.
Author's Biography
Emily Truax In her capacity as Assistant Director of Social Media at Boston University, Emily Truax oversees the institution’s main social networks, guiding digital strategy. In this role, Emily works to ensure brand consistency among institutional social accounts and collaborates across departments with colleagues to present an integrated approach to digital communications. Emily has launched initiatives related to brand reputation, community building, content marketing as well as programme recruitment. Emily’s work has been nationally recognised in rankings of higher education social media accounts and she serves as an industry thought leader by blogging on best practices, as well as presenting at the American Marketing Association’s Higher Education Symposium in 2015 and 2016. Emily received her bachelor’s degree in public relations from Boston University and is currently pursuing a master’s in business administration at the University’s Questrom School of Business.
Joseph A. Brennan has more than 25 years of experience as a university leader, scholar and teacher. Dr Brennan is one of the most respected voices in higher education marketing. His executive portfolio includes leadership of PR and marketing, communication research and planning, news media relations, advocacy and public affairs, marketing and brand strategy, employee communications, digital and social media, issues management and crisis communications. He has published many professional and peer-reviewed papers and case studies, focusing on emergency communications, college rankings, crisis management and leadership. He contributed to the first major quantitative study of how college students respond to emergency warnings, and he is currently working on a book on how young, diverse presidents are changing higher education leadership practices. Since 2015, Dr Brennan has served as Vice President for Communications and Marketing at the University at Albany — SUNY, where he also holds the rank of Clinical Professor of Business. He is past chair of the Public Relations Society of America’s Counselors to Higher Education section, a national network of some 675 practitioners. He earned the coveted distinction ‘Accredited in Public Relations’, and his work has been recognised with more than 25 professional awards and honours.
