Utilising data strategically: A measurement framework for digital communication efforts

Emily Truax and Joseph A. Brennan

Journal of Education Advancement & Marketing, 2017, vol. 2, issue 3, 206-219

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2017:v:2:i:3:p:206-219

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