Knowledge is Power
For years, we made decisions about our websites based on experience, instinct, intuition, and anecdotes. Now we have a new component to add to our arsenal: Analytics.
Mason websites are a valuable marketing tool, often the first way our audiences get to know us. Many prospective students begin their college searches by looking at each contender's site.
Data from analytics tell us how our websites are being used, how often, and sometimes, by whom. It answers such questions as:
- How many people visit our website?
- How do they get there?
- How long do they stay?
- Which pages do they view?
- Which pages draw a lot of traffic?
- Which pages don't?
Knowing how the audience uses the site allows us to make decisions based on facts instead of guesses. We can adjust sites, pages, and content to better meet the needs of our audiences, and provide them with a good user experience.
Analytics also help us measure the effectiveness of our social media platforms, which is how a lot of students interact with us. They let us know if a specific message is connecting with the audience it's targeting (and if it isn't). Looking at the performance and effectiveness of previous campaigns will tell us how we can do better next time.
If you aren't already capturing this information on your site and your social media platforms, you should be. The Mason Digital Analytics Initiative offers support, consultation, and training for the university community on web analytics and other digital analytics processes.
Contact Digital Communications for help with:
- Web analytics assessments (what data your website is currently collecting).
- Web analytics consultations (what data your website could be collecting).
- Web analytics implementation assistance (help with setting up Google Analytics, etc.).