Rookwood, 4th Floor
Google Analytics is a powerful, enterprise-ready Web analytics tool that provides actionable, data-supported insights into website performance. This tool, when leveraged correctly, can provide quantitative information pertaining to the success (or failure) of content, marketing campaigns, goal conversions, and site effectiveness. Because of its robust feature set and affordable price, Google Analytics has become one of the most widely used analytical applications in higher education. In turn -- as many institutions are experiencing shrinking budgets -- recruitment and retention activities are embracing advanced online strategies. In order to justify these strategies and to examine their success, a powerful and customizable Web analytics strategy must be adopted to calculate returns on investment. Such strategies can be created and thoroughly evaluated with Google Analytics. During this workshop, we will explore in great depth the terminology and features of Google Analytics that every Web manger, marketer, designer, and developer needs to understand in order to accurately gauge the effectiveness of his or her institution's or department's website. We will also extend last year's workshop (prior attendance not required) and discuss advancements with goals, social media tracking, mobile website measurement, mobile app tracking, and much more!
Seth Meranda is the User Experience Architect at the University of Nebraska-Lincoln (UNL), and an associate consultant for Noel-Levitz. Seth coordinates the Google Analytics environment at UNL, where he oversees the analytical strategy and guidance for a site that receives well over 5 million pageviews a month. At Noel-Levitz, Mr. Meranda works with multiple higher education institutions across the country in developing and maintaining a Google Analytics environment, and advices how this crucial aspect fits into an overall website strategy.