This October, Converge 2014 will highlight what’s new and what’s next in higher education marketing. In this series of blog posts, Digital Marketing Intern, Gina Patterson asks our presenters three key questions. Read on to find out more about our passionate presenters and the importance of their topics. 

Name: Becky Vardaman

Organization: Converge Consulting

Presentation: Using Analytics to Drive Decision-Making

Date and Time: Monday, October 13 – 2:30-5:00PM (Pre-Conference)

Summary: Heard how important web analytics are to your overall strategy, but not sure where to start? Join us as we discuss set up, strategy and gaining actionable insights from Google Analytics. You’ll leave knowing which data points to track and why.

Takeaways:

• How to track and engage visitors to your website
• Set up measurable goals, event tracking and campaign tagging
• Gain actionable answers through reporting

GP: Tell Converge 2014 attendees more about yourself.

BV: I come at digital marketing from a journalism background, spending four years working online in a TV newsroom. I also spent time in communications at a Fortune 500 company, so I’ve seen the corporate site of things, too. I fell in love with analytics when I realized that data speaks louder than office politics. It helps us, as marketers, make the right decisions, validate assumptions and get better results – despite hierarchy and popular vote.

GP: Where do you see analytics going in the next year, five years?

BV: Analytics is only getting bigger. Industry data suggests that analyst jobs are skyrocketing as more companies and institutions realize they cannot afford to operate on assumptions. In the next year we’ll see college and universities move to Google’s Universal Analytics and there will be a huge need for education in this space. In five years I expect those same colleges and universities will be operating with strategic plans, tracking goals and integrating website data with other systems like Client Relationship Management (CRM) tools.

GP: What are the biggest challenges around analytics?

BV: People, time and education. Google Analytics is free, but if you don’t provide the right people with the right education to fully utilize it you’re not going to get very far. Time for trainings, workshops and to actually implement these tools is critical and needs to be made a priority. It won’t, however, be made a priority until we can prove the value. One of my main goals in sessions like this is to help schools demonstrate the value of analytics reporting and make the case for investment.