Friday 18 September 2020
Following on from the successful launches of the new UNSW Front Door homepage and the Future Student landing page, the Digital Marketing Platform (DMP) Program is delighted to announce delivery of further key components of UNSW’s evolving digital marketing ecosystem.
By focussing on the key goals of delivering a streamlined, audience-centric, data-driven, and personalised experience, the DMP Team this week delivered significant improvements in analytics and tracking capability.
Apply and Accept
The Apply and Accept launch eliminates black holes in analytics tracking and provides insights into Future Student journeys to applying or accepting an offer to study at UNSW. The new analytics tracking capability provides our Future Student Recruitment team with more accurate insights into user behaviour across the Apply and Accept journey. The team now has clear visibility of the user experience and will be able to identify, then remedy any impediments a Future Student may face, which will in turn improve conversion rates for accepting a place at UNSW.
It will also allow the Future Student Recruitment team to follow a user’s journey from other UNSW sites tagged with Adobe Analytics, or from marketing campaigns, and allow them to clearly see what activities are most effective in driving prospective students to take the next step and Accept their offer, or make an application.
This has been enabled by the implementation of Adobe Launch (a robust tag management solution), and adoption of the powerful Adobe Analytics product, which collects data from different channels and enables Marketing teams to make data-driven decisions using reports and insights.
As a result of implementing Adobe Launch on a number of University websites, we now have the opportunity to deploy the power of Adobe Target, which supports A/B and multivariate testing. While this capability is in its infancy, the opportunities for future use are significant, and will facilitate improvements to conversion rates, and enhanced customer journeys.
Today we launched a bespoke campaign, using Adobe Target, to test a change in the order of components on the new web page based on the marketing activity (Facebook ad, banner ad etc) an International prospect has clicked. We are seeking to identify which component order drives more lead capture. In the near future the creation and running of tests like these will be a daily BAU activity.
Drupal Sites Analytics
While the new landing pages (e.g. UNSW Homepage and Future Student Landing page) are built on Adobe Experience Manager (AEM), there are numerous pages that sit behind these landing spaces, which are built on the Drupal content management system.
The DMP Team have enabled Adobe Analytics tracking on these prioritised Drupal pages, so that we can continue to gain critical knowledge which will lead to greater insights and better-informed decision making in the Drupal environment.
A successful partnership
The close partnership and collaboration between IT and the Division of External Relations (DEx) continues to deliver exceptional outcomes. Special thanks to the Future Student Recruitment Team, the Digital Experience Unit Team, Student Solutions, the DMP Team and other partners who have helped deliver these milestones.
Congratulations to all involved in helping launch a series of important initiatives that ensures we can continue to deliver benefits not just for our customers and future customers, but also contribute to a powerful digital marketing ecosystem that will help support the sustainability and ongoing success of UNSW.