Analytics Overhaul Improves University Data

A siloed analytics system was completely revamped to better track university results.

Rochester Institute of Technology had long operated in silos determined by colleges and departments, with each having its own website and analytics view. This resulted in a university presence that was tracked over multiple properties, making it impossible to see a complete view of the university’s website performance across its sub-sites, and was especially problematic because it prevented the university from tracking application attribution back to advertisements. I put a committee together of marketers and web administrators from around the university to lay out a pathway for correcting our data collection issues and improving our tracking and analysis going forward. This included:

– Laying out a new analytics structure for tracking each sub-site.
– Strategizing the tracking of multiple properties through Google Tag Manager.
– Determining analytics conversions and events to track, such as CTA clicks, file downloads, form submissions, and outbound links.
– Creating complex reporting dashboards in Google Data Studio for each college to easily share progress with college leaders.
– Developing an advanced two-day training for marketers and developers to get them caught up on the latest strategies and techniques.
– Laying out detailed rules and guidelines to ensure continued consistency.
– Documenting a UTM strategy to use in marketing efforts university-wide.

How It Proves My Value

A common problem with large older businesses and universities is the development of internal silos that, if left to operate without central guidance, can make implementing a wider marketing strategy impossible. This was a case where there was no central marketing department to guide the silos, and they were left to develop their own marketing strategies and tactics for many years, making this project to reconcile all of that and implement consistent data tracking incredibly difficult. This was a project that involved a good understanding of marketing data and technology, certainly – but it was also about people and bringing those silos together under one roof.