Google Analytics Custom Segments for Schools

Over the last year I presented at a an industry conference about what Google Analytics can do for independent schools and higher ed.

With a running time of just over 20 minutes, my joint presentation with some great folks at WhippleHill barely scratched the surface.

I wrote earlier about why higher ed and private schools should look more deeply into their analytics to pull out actionable insights.

An incredibly helpful option to make that a faster process the ability to cut out the clutter is looking at segments. You can can compare important segments of your website visitor population across views. For instance, by looking at Site Content (under Behavior), once you have your segments configured, you can easily compare how current parents use the site differently than, say, prospective parents, using different conditions to be as precise as your website allows.

For those just starting out, I would highly recommend looking at resources offered by Avinash Kaushik (Digital Marketing Evangelist at Google), specifically one of his collection of solutions (aptly named Occam’s Razor Awesomeness, which includes segments), his blog, and for the eager beavers like me, his book Web Analytics 2.0, a treasure trove of tips and solutions.

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Google Analytics Presentation at Blackbaud K-12 (then WhippleHill) Conference

Geoff Campbell Google Analytics Presentation

On Thursday (July 10th), I presented (alongside web consultants from Blackbaud (then WhippleHill)) on how private schools can immediately take advantage of the most immediately useful insights on Google Analytics. Below is a snapshot of the conference program and slides from my presentation. The video and slide deck are below.

So I'm officially a conference presenter. #whuc14

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After the presentation I had some great in person and online feedback. It was a great experience for me and I’m glad that people at other schools found it helpful. I need to include a shout-out to my Public Speaking professor Dennis Kinsey of the S.I. Newhouse School of Public Communications for helping prepare me for professional speaking roles. I don’t think my talk would have gone as well without his help.

For now, I’m back to finishing up some design work and planning video and social projects that hopefully I’ll have a chance to present about in the future!

Completed Google Analytics Platform Principles

Working at a small independent school, I’ve learned to adapt quickly to the changing communications needs of the school. In December, I helped launch HebronToday, a news website featuring a full-array of content about campus highlights.

The next step is to more directly align the website’s content with organizational goals.

In an effort to improve my knowledge of web analytics I reviewed Google Analytics Academy’s first course, Digital Analytics Fundamentals, and took and passed the final evaluation for Google Analytics Platform Principles, the more advanced follow-up course. Below is my certificate from the course.

I think reviewing the basics is an important precursor to intelligently looking at how to best measure the performance of the site and will ultimately help lead to increasing its value to the school. It also reminded me of the fact that one never stops learning. Despite finishing my formal education with a master’s degree, in the communications field there’s no end to self-improvement.

google analytics platform principles