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

Nov 01, 2022 149 likes •787 views

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

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The end of the guessing age: Tracking and Conversion

  • ptimisation

Guaranteed path to success in (international) digital student marketing and recruitment Edwin van Rest

Co-founder and CEO Studyportals - the global study choice platform

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

  • Japan
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Studyportals at a Glance

Imagine…. education choice transparent globally

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

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

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Average International student statisfaction?

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Mega trends transforming the future of global higher education

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Where is Higher Ed going?

The Megatrends shaping the future

Summary

  • 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

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Megatrends + impact

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

Megatrends Impact on Global Higher Ed Impact on Int’ Student Mobility

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Population by age group (middle estimate)

Source: UNESCO DESA Population Division

25-29 20-24 15-19

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Demographics - Poland

  • 5,000

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

Source: UNESCO DESA Population Division

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Source: UNESCO DESA Population Division

College age segment by region (absolute) Africa Asia Europe Latin America North America

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SLIDE 20 UNITED STATES LATAM EU-27 MENA SSA CIS CHINA JAPAN INDIA ASIA EX CIJ ROW

Economic shifts: higher reliance on emerging markets to drive economic growth

2030 2010 100.000bn 29.000bn 32.000bn

Middle class in 2010 and forecast for 2030

Source: Global Trends to 2030. Europa
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Source: UN Population Division (2017)

  • 500

1,000 1,500 2,000 2,500 Oceania Europe Asia Americas Africa

50-69 year old population, Millions

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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
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Where is Higher Ed going?

The Megatrends shaping the future

Summary

  • 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

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GEORGIA TECH OFFERS MS IN COMPUTER SCIENCE VIA DISTANCE LEARNING

VS

100 students $ 66,000 Towards 10,000 students (now 5,866) $ 6,600

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Jill… Watson

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Where is Higher Ed going?

The Megatrends shaping the future

Summary

  • 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

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Today, there are 7.6

billion people

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4.8 billion

  • wn mobile phone
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4.2 billion

  • wn a toothbrush
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English-Taught Bachelor’s in Europe Studyportals.com/intelligence

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Data – the new oil

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The funnel method

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Tracking.. The end of the guessing age

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The recruitment funnel

ALL PROSPECTIVE STUDENTS ACROSS THE GLOBE

Understanding the recruitment funnel

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The recruitment funnel

The funnel method

Aware Informed Interested Applied Enrolled

8,000 400 40 3 1

5% 8% 10% 30%

?? EUR

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Comparing student recruitment channels

Only 2 goals you need to care about

Optimise conversion

  • Success rate
  • Workload and cost

Opti timise mise In Inflo low

  • Volume
  • Diversity
  • Quality
  • Cost

8,000 400 40 3 1

End goal 1 End goal 2

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The recruitment funnel

Aware Informed Interested Applied Enrolled

Key tracking data sources

Supplier Stats Web stats (Google Analytics) Prospect database/CRM Applicant system Personal Surveying

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Example:Saxion tracking setup

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The World Of E-Commerce

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➢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

Common Sins

  • f University Webpages
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Learn from the frontrunners

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Can we track Education Fairs?

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Is Print/TV trackable?

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Article Die Zeit has no clear effect on webvisits

5 10 15 20 25 30 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

Publish date, cost € 6,700 All New Visitors originating from Germany, December

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Multi-funnel principle

Organic (search) Referrals Direct

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Long StudyOrientation process can complicate tracking

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  • 1. Volume of interest:

➢ Ask promotion partner for result reporting ➢ Check traffic and/or leads generated ➢ Double-check with your own measurements

  • 2. Quality of interest:

➢Effects in more detail (Geo, funding) ➢Generic traffic quality indicators (bounce, #pages) ➢Conversion (if possible) to ONE low-threshold, incentivised signup

Marketing Evaluation: the essentials

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Comparing student recruitment channels

Only 2 goals you need to care about

Opti timise mise con

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versio sion

  • Success rate
  • Workload and cost

Optimise Inflow

  • Volume
  • Diversity
  • Quality
  • Cost

8,000 400 40 3 1

End goal 1 End goal 2

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Real World Example: The MSN Real Estate Challenge

Vote which one will win…

1 2 4 3

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Interesting note: nobody from MSN Real Estate or the external

consultants from Zaaz expected this widget to win!

The answer…

The simplest!

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Equally distributing the budget among channels

Option 1 Option 2

Optimising ROI Optimising ROI online

Option 3 3 options to divide a 100K marketing budget - example

Source: StudyPortals at NAFSA 2017

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Poland – data

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Data – the new oil

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Poland

Selection sample size: 689 programmes and 336,000 pageviews on StudyPortals

Supply demand ratios – international students (336k pv), English taught programs in Poland (689) Study Level Study Mode

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Poland

Selection sample size: 689 programmes and 336,000 pageviews on StudyPortals

Programme Distribution based on Discipline Destination Poland

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Every journey starts with the first step…

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Together we can bridge the gap and create a better educated, more equal and more tolerant world.

60%

6%

OF WORLD LEADERS STUDIED ABROAD OF AVERAGE STUDENT STUDIED ABROAD

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Thank you! Questions?

edwin@studyportals.com

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SLIDE 62 Boston | Bucharest | Eindhoven (HQ) | Manchester | Melbourne +31 40 292 0060 Contact us at marketing@studyportals.com | www.studyportals.com/institutions | Connect with us @StudyPortals