Have you heard the new buzzword ‘Big Data’? Wikipedia defines Big Data as the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. In more layman terms, Big Data is a lot of information that you do not know what to do with. When measuring the success of a college campaign, it is important to understand the data you receive.
Our previous blogs covering the Measurement of Success for College Advertising included Setting the Goal, the need for Great Content, determining the Right Attributions, and Knowing the Story. This is the fifth and final blog of this series.
Here is a small sampling of data out there:
- Impressions
- Clicks
- Sign ups
- Leads
- View throughs
- Conversions
- Time spent on site
- Video Interactions
- Ad interactions (on Flash based ads)
- Brand Lift Studies
There are tons more too. As more and more data comes in and the formats of tracking users improve, there will be more information needed to be sifted through. It becomes overwhelming and makes it hard for a marketer to act on the information gathered.
When targeting college students it is important to remember the previous topics covered. If you review the steps you can determine which piece of data or data sets are the most important.
- Set Your Goals – You want to have students attend a recruitment fair.
- Need for content – A list of reasons why your company is a great place to work.
- Determining Right Attributions – The student see an OOH billboard and banner online.
- Know the story – The student became familiar with your company after seeing the banner, and found a direct link to the career fair from a banner on his student newspaper web site. After clicking the banner he chose to register.
- Understand the Data – To see what made people aware of the event, the results of a survey is important.
OnCampus Advertising can help you sort through the data and help you determine what campaign elements drove the biggest success, as well as which ones would need to be tweaked for next time. Targeting college students is a fluid process as personalities of the demographic frequently change. Constantly measuring your campaign success is important for investing your budget wisely.
