By: Karine Joly, University Business
Reporting on past performance and monitoring real-time activity are useful to demonstrate success. But so much more can be done with digital analytics. Predictive analytics can help college teams make better decisions by forecasting probable outcomes—as has long been done in other industries. Predictive web analytics can guide higher ed marketers in charting their course with more certainty in an uncertain world. Based on the data already at your disposal, predictive analytics can also help demonstrate the value of your completed campaigns via intervention analysis. “With intervention analysis, you can predict what would have happened had a new campaign not been implemented,” says Joshua Dodson, digital marketing strategy and optimization manager at Eastern Kentucky University. By comparing this “past prediction” with the current outcome, you can prove the value of your digital initiatives.
http://www.universitybusiness.com/article/what%E2%80%99s-store-higher-ed-web-developers
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