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Utilising data strategically: A measurement framework for digital communication efforts

Author

Listed:
  • Truax, Emily
  • Brennan, Joseph A.

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.

Suggested Citation

  • Truax, Emily & Brennan, Joseph A., 2017. "Utilising data strategically: A measurement framework for digital communication efforts," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 2(3), pages 206-219, November.
    • Handle: RePEc:aza:jeam00:y:2017:v:2:i:3:p:206-219
    as

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    More about this item

    Keywords

    social media; digital communications; analytics; data; metrics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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