optimisation Guaranteed path to success in (international) digital - PowerPoint PPT Presentation

The end of the guessing age: Tracking and Conversion optimisation Guaranteed path to success in (international) digital student marketing and recruitment Edwin van Rest Co-founder and CEO Studyportals - the global study choice platform

Japan Personal motivation • Japan building up.. ..a boy’s dream being formed

Studyportals at a Glance Imagine…. education choice transparent globally 8 Portals 30+ million unique 370,000 international 3,050+ 150,000 courses 195+ employees / users student enrolments (2017) participating in 120 countries 35 nationalities (last 12 months) institutions Office Locations: Boston | Bucharest | Colombo | Eindhoven (HQ) | Manchester | Melbourne | Monterrey

Studyportals and our students: “Poland love” – a selection of our partners

Average International student statisfaction?

Mega trends transforming the future of global higher education

Summary Where is Higher Ed going? The Megatrends shaping the future A. Demographic shifts: capacity imbalance + aging B. Technology advance in economy + education - unbundling C. Data – the new oil: New Competition, new institutional archetypes an positioning

Megatrends + impact Megatrends Impact on Int’ Student Mobility Impact on Global Higher Ed External forces transforming the Quantitative growth higher Quantitative growth international world around us: education enrolment: student enrolment: - Aging world: finding new education - 332 million by 2030; an increase - 6.9 million by 2030; an increase of 51% and employment opportunities of 56% or 120 million students or 2.3 million students from 2015. - Labor market shifts: increasing from 2015. Qualitative shift in the nature automation to affect global workforce. of demand: Qualitative shift in the nature of demand: - Skills mismatch: gap between what - Advancement of lifelong learning - Increase in attractiveness of employers demand vs. what education - Adoption of online/blended learning. regional destinations. provides. - Unbundling of credentials. - Innovation and expansion of - Rapid urbanization: movement - Orientation for career outcomes. transnational models. towards cities in search of jobs and - Specialization/consolidation - Surge of English-taught programmes in social mobility. of institutions. new destinations. - Stricter immigration policies: more - Higher ambitions and investments for barriers for mobility to high-income Higher education need to respond by world-class universities. destinations. enhancing relevance, affordability, and - Increase in growth of multi-institutional - Economic shifts: higher reliance on flexibility of academic offerings to meet global networks. the emerging markets to drive quantitative growth and qualitative shift in economic growth. Higher education need to complement demand. - Capacity imbalance: demand in traditional mobility with innovation in emerging economies vs. supply in programme offerings and delivery developed economies. mechanisms. - Budget pressures: higher education is facing decline in public funding.

Population by age group (middle estimate) 25-29 20-24 15-19 Source: UNESCO DESA Population Division

Demographics - Poland 45,000 40,000 35,000 30,000 85+ 70-84 25,000 50-69 20,000 25-49 15,000 18-24 10,000 12-17 5,000 5-11 0-4 - 2000 2005 2010 2015 2020 2025 2030 2035 2040 2045 2050 2055 2060 2065 2070 Source: UNESCO DESA Population Division

College age segment by region (absolute) Africa Asia Europe Latin America North America Source: UNESCO DESA Population Division

Economic shifts: higher reliance on emerging markets to drive economic growth Middle class in 2010 and forecast for 2030 EU-27 CIS UNITED STATES JAPAN CHINA MENA INDIA SSA LATAM ASIA EX CIJ ROW 32.000bn 29.000bn 100.000bn 2030 2010 Source: Global Trends to 2030. Europa

50-69 year old population, Millions 2,500 2,000 Oceania Europe 1,500 Asia Americas 1,000 Africa 500 - Source: UN Population Division (2017)

26.3 million One percent increase in enrolment of non-traditional students (age over 24) in BRIICS countries will translate into 26.3M more students by 2030 Studyportals ’ analysis based on OECD data of five BRICS countries— Brazil, Russia, India, Indonesia, China, South Africa

Summary Where is Higher Ed going? The Megatrends shaping the future A. Demographic shifts: capacity imbalance + aging B. Technology advance in economy + education - unbundling C. Data – the new oil: New Competition, new institutional archetypes an positioning

GEORGIA TECH OFFERS MS IN COMPUTER SCIENCE VIA DISTANCE LEARNING VS 100 students Towards 10,000 students (now 5,866) $ 6,600 $ 66,000

Jill… Watson

Where is Higher Ed going? Summary The Megatrends shaping the future A. Demographic shifts: capacity imbalance + aging B. Technology advance in economy + education - unbundling C. Data – the new oil: New Competition, new institutional archetypes and positioning

Today, there are 7.6 billion people

4.8 billion own mobile phone

4.2 billion own a toothbrush

English- Taught Bachelor’s in Europe Studyportals.com/intelligence

Data – the new oil

The funnel method

Tracking.. The end of the guessing age

The recruitment funnel Understanding the recruitment funnel ALL PROSPECTIVE STUDENTS ACROSS THE GLOBE

The recruitment funnel The funnel method Aware Informed Interested Applied Enrolled 10% 5% 8% 30% ?? EUR 8,000 40 3 1 400

Only 2 goals you need to care about Comparing student recruitment channels End goal 2 Optimise conversion • Success rate • Workload and cost 8,000 400 End goal 1 40 3 1 Opti timise mise In Inflo low Volume • Diversity • Quality • Cost •

Key tracking data sources The recruitment funnel Aware Enrolled Informed Applied Interested Supplier Stats Web stats (Google Analytics) Prospect database/CRM Applicant system Personal Surveying

Example:Saxion tracking setup

The World Of E-Commerce

Common Sins of University Webpages ➢ No clear 'Call to Action' - often not existent at all! ▪ Best practice: ‘request free information’ on every page ➢ Too many choices/ unclear menu structures ➢ Too much text ➢ (Unique) design more important than functionality ➢ Website plans not grounded in evidence or best practice

Learn from the frontrunners

Can we track Education Fairs?

Is Print/TV trackable?

Article Die Zeit has no clear effect on webvisits All New Visitors originating from Germany, December 30 Publish date, cost € 6,700 25 20 15 10 5 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 49 50 51 52 53 12

Multi-funnel principle Direct Referrals Organic (search)

Long StudyOrientation process can complicate tracking

Marketing Evaluation: the essentials 1. Volume of interest: 2. Quality of interest: ➢ Ask promotion partner for ➢ Effects in more detail (Geo, result reporting funding) ➢ Generic traffic quality indicators ➢ Check traffic and/or leads (bounce, #pages) generated ➢ Conversion (if possible) to ONE ➢ Double-check with your own low-threshold, incentivised signup measurements

Only 2 goals you need to care about Comparing student recruitment channels End goal 2 Opti timise mise con onve versio sion • Success rate • Workload and cost 8,000 400 End goal 1 40 3 1 Optimise Inflow Volume • Diversity • Quality • Cost •

Real World Example: The MSN Real Estate Challenge Vote which one will win… 1 2 3 4

The answer… The simplest!  Interesting note: nobody from MSN Real Estate or the external consultants from Zaaz expected this widget to win!

3 options to divide a 100K marketing budget - example Equally distributing the budget among channels Optimising ROI Optimising ROI online Option 2 Option 1 Option 3 Source: StudyPortals at NAFSA 2017

Poland – data

Data – the new oil

Supply demand ratios – international students (336k pv), English Poland taught programs in Poland (689) Study Mode Study Level Selection sample size: 689 programmes and 336,000 pageviews on StudyPortals

Programme Distribution based on Discipline Poland Destination Poland Selection sample size: 689 programmes and 336,000 pageviews on StudyPortals

Every journey starts with the first step…

60 % OF WORLD LEADERS Together we can STUDIED ABROAD bridge the gap and create a better educated, more equal and more 6% tolerant world. OF AVERAGE STUDENT STUDIED ABROAD

Thank you! Questions? edwin@studyportals.com

Contact us at marketing@studyportals.com | www.studyportals.com/institutions | Connect with us @StudyPortals Boston | Bucharest | Eindhoven (HQ) | Manchester | Melbourne +31 40 292 0060