 Good morning everybody out there in the world of higher education. I don't doubt that, like myself, you're galvanizing yourself for semester two, which no doubt you've been doing for some time over the Christmas break. I know that I'm busy as an associate lecturer with a bit of a part-time role. I'm just helping other people really know what they're doing, putting the polishing touches to some of the modules that we're delivering. I'm currently doing this out of interest one on marketing analytics, which is keeping me on my toes and keeping me current and fresh in that context. Another one I'm doing is specifically around digital marketing strategy and how you put the business case together to get the right levels of investment into the people processing technologies required to deliver against a digital strategy. So that's quite cool because that's really what today is about in many respects. So going straight on to this, let's just talk about moving on to the next slide here. So what are we going to be covering here today? I'm hoping that we can get this covered in about 45, 50 minutes, but please, as Tim has indicated to you already, feel free to ask questions in the discussion panel within the WebEx system there. And we can answer questions as we go through if we have time to do so. We can also answer questions at the end of the webinar, and of course, if you've got any detailed questions and you would like to follow up with us, we can do that offline at some time in the very near future. And indeed, I hope that you do. So what we are covering today is I'm going to give you a case study as to how one university we've been working with in Canada has been using digital marketing communications, the great effect to recruit international students, more about that in the moment, and then really talking about how they've used simple things like personalization and automated digital marketing systems to be able to deliver against what they're trying to do in terms of trying to attract international students. And then we've got this offer of a quick wins workshop and a follow up webinar, which I think is going to be really sexy because what it's got is an actual demonstration we're hoping of some technology that was based on Sitecore that shows you how you actually do this in practice. So let's move on with this, shall we? Let's move on to the next thing. So I'd like to give you an example briefly of an organization that we've been working with the last, I think the journey's been taking us about three years, the Robins School of Management in the University of Toronto. And for those who are uninitiated, as to who they are, they are one of the top leading business schools in the world arguably at least as they claim a recent survey by the Financial Times has kind of validated that worldwide in terms of their position in the market. And there's certainly, undisputedly, the top business school in Canada. So they're doing some good things and doing some right things, but indeed, that's not to say they don't have the same challenges as you people that are listening to this webinar this morning. So what is that they're doing? Well, you might think that given what I've just said that they may be a massive, big university with lots of funding with unlimited amount of money to do all the things I'm going to talk you through that they are doing. But the reality is they've just got two people in digital marketing. And the great news today is that when it comes to doing the things I'm going to talk you through in a moment is that you don't need to employ a lot of specialist staff to do this. You don't need to. It's not going to be all absorbing and consuming in terms of the things that you have to do because what we're trying to do is to apply these technologies today that really helped automate the processes and the techniques that are employed to actually attract international students and do other things as well. So these things are now technically feasible and financially viable without having to recruit lots of people and for it to really impact your time. They're there to make your life easy than it was previously to be able to do a lot more than perhaps you've done before in the past. So some of the things that they've done in a very basic way at Robin are around using analytics. It all starts with analytics and finishes with analytics. That will be part of my lecture I deliver in February coming up. And then what they did was to simply map out some user journeys of the students they wanted to track from specific countries. Maybe you're already doing this. I should imagine a lot of your universities are already started to think about your personas, the people you want to attract to what courses and why and how you can serve up relevant contextual information related to them and then map out a user journey or hypothetical but probably realistic based upon the analytics as to what that journey might entail. And then personalizing content as students go through that journey to make sure you're serving up contextual information at the right time, the right place on the right device based upon their explicit and implicit behaviors and content and then doing a little bit of testing, you know, a couple of forms just to see which one works better than the other and that's quite insightful. And then getting some consistency, being able to create content once and publish it everywhere across all these different channels to get an omnichannel experience in the bricks and mortar world as well as the digital world. So let's get into this. So what they wanted to do was to start with that you should always do is to go back to your analytics. And if you use Google Analytics clearly within there, there are some basic information you've got already. You can see where people are coming from and what they're looking at and what goals they're triggering. If you set goals within your Google Analytics system, which I'm sincerely hoping that you have done. I'm sure that you maybe have done that already because that gives you the attribution to some extent will be a goal is something that somebody downloading something as opposed to actually signing up for something. Nevertheless, they're there and they're to be used within Google. And indeed, Cyclo has got some more sophisticated analytics that does this out of the box. So what they were trying to do was to look at the behavior of the visitors that were coming to the website and to then determine and to their other digital properties I have to say and then to determine what content they're looking for at what point and stage in their journey. And this is not rocket science I have to say, but the outcomes are quite dramatic in terms of the achievements they've been able to realize in terms of acquisition of new international students, not only more of them, but the right level of students, the ones that really can speak English as required and et cetera and the ones with the higher, who are high achievers. And what they realized from their analytics was that most of the people when they came online were looking for how much does it cost. So that's the case, if that's what they're looking for, then rather than get them to go through a whole series of clicks and find out and struggle to find the information they want, what they're able to do is to personalize the content, to give them the information about how much does it cost. So you get that immediate engagement because what we try to do is to get their attention. Attention is now a commodity that we all have to earn and to earn it you've got to be able to get that attention within the moment. You don't have a chance to get their attention five minutes into this. So this is what really makes a fundamental difference. It sounds simple, but it really does work. So from the analytics, they could see that people were primarily looking at information about can they afford it? So that's what you do, you're given that information from the outset. The second thing was really about personalization based upon these visits. The second main trend of visitors coming from all over the world were primarily why should I join Roatman University? So can I afford it? So if I can afford it, why should I join Roatman? So what they would do is that when people come back or they're clicking on information that looks as though they're trying to ascertain the reasons why they should join Roatman, they get served up content which is pertinent to that implied behavior that they're expressing in the moment on their digital properties. And so what they do is to serve up a very simple banner here that says, hey, so you clicked on why should we join? And immediately, the second click through would be, here's some testimonials, here's our credentials and capabilities and as you can see, they're quite impressive from this organization. So then what happens, what's the next thing that they're interested in finding out? Well, again, it was about, well, who will I learn from? So can I afford it? Why should I join the university? But also when I get some great tutoring from people like myself, probably not, but they need to know the credentials of the professors and the lecturers and their credentials. And so that's the next thing they wanted to find out. So again, immediately, when they come back because we know what they've been looking at before that they've previously been looking at costs or why they should join the university, then the next thing they'd like to want to know is, hey, who am I gonna get you to buy? And am I gonna have really great informative, set me on fire lecturers by these great academics? And it also has to be, yeah, serve them up then again, immediately straight away as they come onto the site because the site remembers who they are and what they're looking at now, implied or explicit personalization, the system can do that really easily. So then you give them that information. So automatically, you're able to, what you're able to is to get their attention and their engagement and you're giving them a great experience. Also, this subliminal pictures, I have to say that they're serving up are pertinent to the audiences that they're trying to attract a little bit more about that in a moment. And then the last thing is, right, okay, so I now know that I can afford it. I now know that this university has got the right credentials and capabilities that I would like to join. I know where they are. I've got an idea of their location in the downtown Canada from the pictures I've seen. But also to know that they're gonna get great tutoring. And the last bit is this call to action. So you've got their attention. We need to trigger something that enables them to easily follow up on their interest and get them to do something, whether that's joining a follow up webinar, downloading a prospectus or either coming over to Toronto to be able to see the whites and the eyes of the people who are actually presenting to get a tour of the campus, et cetera. But also what they needed to do was to take it a step further and to personalize content according to these international students because obviously this is what this webinar is about. So this is not rocket science. Within the Sitecore platform as an example, there's a rules-based engine that picks up on the IP address from people who are visiting this site from various countries and it would say that if they've come from India then immediately show them straight away this content on page one. So you've got their attention straight away. And then to serve up content which is on the next click which is pertinent to people from coming from India who more than likely on that customer journey would want to know a lot more about the business school and where it's located. You can see from that picture they're getting a view that it's located downtown Toronto, not somewhere out in the boonies. And secondly they probably want to know because they've looked at the analytics about how to finance it, can they afford it? So that's on there as well. And we can see also what they've been able to do really effectively is just to serve up these pictures here to do which correlate to their ethnic origins. So it's starting to have a digital conversation related to those particular individuals. Sounds simple, but it's extremely effective. And the next thing is to be able to do it. Repeat that process from the Middle East. So obviously they're targeting students in the Middle East because they tend to be high value students, but also they want to make sure that they are high performing students as well because this is a top university and they want to maintain their levels of performance. So that's important and a bit more about that in a moment. So the system enables you to say if this person's come from the Middle East because we know they show them this banner as a way to do it. They show them this banner as opposed to the home base banner which is a generic thing which is of no particular interest to them or minimal interest. And here the same thing applies to attracting students from China. So another target market that they're pursuing. And here you can see on the right the Sitecore rules-based engine which is very simple that says because each picture or piece of data within the website is a component. We don't have a page-based website. It's a component-based website. So what that means you're able to do is very easily click on using this button up here, this tab up here, is to click on that component and start to personalize it. And so you click on here whether you've got this personalization button if you can see it, two people talking and then it opens up the rules-based engine. I'm not gonna get technical with you because it's really not technical. And then what you can say is create a new condition and there's hundreds of conditions within the system that are already out of the box so you don't have to do any program of development. You're not going into any HTML here whatsoever. They say right now what we want to do is to have a period of time where we want to recruit people from China. So let's serve up content along the lines that I've just mentioned on that journey from why, how much, who the tutor is. In this case it says, right this rule says this new condition says where the rule is. If the person's IP address comes from China just show them this picture and you can click up here actually to pick out what particular picture you want to put on the banner as and when they arrive. Also when they move through it too you might say the next thing is they want more information about facts and fast facts and to do it in Cantonese because it's what they realize that the people who are funding these Chinese students grants and some of the fees for the university studies were primarily their parents who actually don't speak English obviously the students do but their parents don't and if that's the case and these are people that need to be convinced then the best thing to do is to serve them up information in Cantonese not pages and pages of it just four or five bullet points that sums up the things that we've just mentioned. So so far so good. So that you know they are personalizing content they are engaging with the people based upon their business owners and their ethnic ethnic origins and the things that they're particularly interested in. So they're having these real-time dynamic conversations digital conversations and this is bounced up their conversions considerably. So the next thing they've been able to do and you know one more example perhaps and sorry about the granularity of the slide but this becomes really clever this is how you can start to do personalization and start to attract the most appropriate students and this is not necessarily an example of recruiting international students but the same principles apply. So what we're able to do is to personalize content by people who are coming in again from that IP address and when the IP address may be a commercial operation in this case the Royal Bank of Canada and you could do the same thing for international students as well and if that we know that they're coming in from the bank what we then do is to serve on relevant contexts such as this one. By the way straight to where they get information that says did you know that your deputy vice president is on the advisory board of our institution. So this is the kind of things that they're doing which are really working well and one more example on this and that's about relating to research because obviously universities get a tremendous amount of income from research and that's how they get themselves positioned as a prominent player in the world of academia to get that research out there. Don't I know it? Having written a number of papers myself. So it's a fair assumption and they get analytics from this as well to say that when somebody is coming in from a government department say the civil service or whatever it may be and we know what their IP address is then show them straight away as a teaser maybe not in the banner but within the main content soon as they land on the website some research that has something to do with their particular area of interest because what these universities are doing as indeed your university will be doing is doing research that has some value to these communities here. So show them that content about that because that just helps with your brand and relevancy and helps to encourage people to continue to sponsor your research. It works. It's not rocket science. And then you need to be able to do this in an omnichannel way. So again, with Rowan University what you're able to do with Sitecore and you should be able to do this with any good digital marketing platform if you create the content at once. Content could be just these teasers down here. It could be a picture of the university. It could be all the things I've just mentioned any content or component or piece of news and you should be able to create that content and then seamlessly publish that out to all these different channels and whether it may be mobile, tablet, phablet, phablets are important in the Middle East of course and in China because that's where they principally use phablets more than they do desktops and mobile phones as it happens. But what you're able to do is create content and the system's intelligent enough to say right, let's just render this content which makes sure it's appropriate, the right fit, the right resolution, the right size to be rendered really effectively in LinkedIn here in this case and they've done that as well. So we're trying to get this omnichannel capability and I have a number of great examples in organizations who are not in the world of academia who've kind of nailed this now and we can learn a lot from that by doing a presentation tomorrow about how a baby food company in the Netherlands have nailed omnichannel marketing from vending machines into stations to point to sale to online to mobile and having that ongoing with expected mothers and mothers in a postnatal situation. It works, it can be done, it's cost effective. So how are we going about doing this? What are the techniques that people have started to do? Well it's again not too difficult, it's just going back to the basics and not being overwhelmed by this because if you've got a small team of people that's really important and it boils down to what marketing has always been about, isn't it? It's about context. It's having the right time, the right channel, the right content and the right students. So it's context marketing and that goes back to the origins of marketing that came out in the 50s did that which was always about product price and promotion. So nothing new there but what we need to be able to do is exactly that and more often than not with brochure website that doesn't really work that well. So we need to be able to make sure we've got personalization that overcomes that. So how does it work? Well, you know this, if you're not doing this already, you can do. You build up information about the students and you get this information as a navigate through your digital properties whether that's logging on through Facebook or registering online with your website or the explicit implied behavior, not explicit behavior from what they've done where they've come from the referring sites, number of visits, page views. So that's kind of implied information that you've got about them. And then what we can see is more information as they go through their journey you can collect and harvest information and matching their personas and content to those particular personas either interested in financial services, MBA and their Chinese and they need finance. So you're matching content to those particular profiles. And then you can see that you trigger goals that people have actually passed through this journey which has some attribution and some value to you as your university and you can put an economic value to those goals that are triggered as well which is great for attributing and asking for more money for your marketing investments. And then you've got this explicit information or this information they've given you that you know to be a fact and you put these together and you end up with a, you're getting back to the single view of the student which previously was difficult to get because of the intervention of digital. And what we need to do of course and hopefully you're starting to do this and I know some universities have struggled but this is really also making sure that we integrate all the offline data with the online data as well to get that single picture of the student. Without it you can't provide them with information. And what you end up with is a dashboard like this. So if it's digital, you can track, you can trace and more importantly you can measure anything. If it's out there, you can do that. Now I know there are some issues about integrity and policy on privacy and things like that but if students have volunteered this information and they've opted in for providing this information I think that the net generation which students are of don't really too have much of a problem with this as a lot of research to substantiate this. So a lot of this information is not really getting into any particular personal profile here. But what we can see in this dashboard that SiteCore does is to harvest all this information from the number of business campaigns, goals triggered and so on and so forth. Campaigns they've been involved with and automation programs that they've pursued. We can see basic information about where they last visited the system, what their activity was, they downloaded some content such as an open day schedule which is really great because you know you've got some engagement there, you've attracted some interest and you've got some intent. You started to build up a profile whether that's an implied profile implicit or explicit and we can see that perhaps probably what we've been able to do in terms of best pat matches because that's what you build in with the system you come up with these personas maybe four or five, two or three to begin with and you say right we're attracting international students so we need to know who they are. So we know what their topic is, it's undergraduate in this case it's biosciences, we've got all that information and again you can integrate this readily with your CRIM systems. You might want to give them a rating. I mean you can create these dashboards in any which way that you want that relates to the information that you need is meaningful to you and your role. You might show a consolidation dashboard to your vice chancellor which shows an aggregation of all of this information is coming through and also more importantly we can see what the value that this student might have to your organization, international student therefore being of more value because they pay more, don't they, for their fees. We can also see what they've searched at and what they've registered for so we know that they've gone through the customer journey and they've registered for an online video tour which means that you've got, as they've gone through the journey you've got that high level of engagement which is really good and the campaigns are really working and they've been attracted to so they've signed up for an open day or whatever it may be and then we've got with these stats down here on the right. So this information just happens the system just harvests it all, consolidates it all and submits it in a great format like this and what you're able to do once you've got this information is to take it to the next stage and formulate an engagement plan and this is a very basic one I excuse the bluntness of it or the crudeness of it but it conveys the point as to how you can then based upon that last card I showed you then serve up relevant real-time contextual information based upon where they are on that journey based upon what they're thinking at that time based upon what device they're having to be using in that moment and so what we're able to do is to map out these journeys and see where they've been and where they're likely to go their propensity and take them on the journey where they get through to registering you know, their registering so arguably there's three phases there's more but just by the way of simplicity I've kept it straight forward here we're trying to get them aware of what the capabilities and credentials of your university and your courses are about we want them to consider and give them the right relevant contextual information because we know that signing up for an MBA you know, an MSE is a considered decision it's something that they don't do necessary in a couple of weeks maybe it's a four month consideration process and then we need to nurture them and nurture them along this journey and get them to commit and give them the information they might need so as they go through this journey what we're able to do then is pick up information like the first visit so they're coming from a personalized landing page we don't know who they are yet but we know where they're coming from maybe then we've got their email address because they've submitted that because there's been an exchange of value and they want to be able to get more information then as we go through this journey we're able to actually pick up and the fact that they're interested in a particular course hopefully it's in digital marketing and when and you get the picture and we go through this and then we can see where they are in this evaluation stage and therefore serve up relevant real time content and get that level of engagement as to where they are in their decision making process in that journey that they're formulating and it has to be on the channel so it's going through serving up relevant content as I said before but it's a mixture of mobile apps maybe they get download a mobile app because they're thinking of visiting the campus and you created a mobile app that shows them around the campus and how to find places so that can be done and if they sign up for that that has a worth that shows intent and then they'll be signing up for that they may have a conversation with people they may have an online video that they want to actually see more about speak to other people they go on to social sites and speak to other students to get validation and build up that trust and get that confidence from the students themselves that this is the right thing for them to do and I'm sure you get that picture and it takes them through but then there's a journey that goes on from this isn't there and you can use digital marketing systems to make sure you can improve customer satisfaction to help them get the finances to get their accommodation to make sure that they are being able to socialize and join up because maybe here when we got on this persona with this lady here we happen to find out that her particular hobbies are in rowing therefore we send them information about rowing and therefore she signs up to the rain club I think that one because my niece has just come from South Africa she's joined up at Oxford Brook University and she is interested in rowing and that's really got her excited one of the reasons why she decided to go to Brooks so there's a case in hand right have you got any questions so far let me just have a look yeah so we do have one there for part two coming in now so from your experience how many times does a student visit an effective website if the website's effective and it's useful and usable they would use this as an ongoing communication tool so it could be if they are trying to particularly recruit international students which we're talking about here today then it could be 50 times because they're just going back and thinking about it and showing other people that information it's not a short-term spontaneous decision is it so quite often it's a number of times but you don't have to personalize each and every visit what you need to do is to make sure that when they do come on that you know who they are it says you know hi you've been here before you've been looking at finances and finance MBA and you serve them so you start to so they start to feel as though that that digital communication channel knows them and you're interested in them and it's not just this faceless brosius site so it doesn't have to if the question is born out of the fact where you can't personalize 50 journeys you can't but you don't need to if you personalize 10 of these things as they go through this journey which is really easy to do then you've started to major impact in terms of having that experience it's improving that experience for the student what was the second question Tim? So there's a follow-up there's another one coming in now which is great to see but there's a follow-on one which I think you may have partly answered which is some consider too many journeys and clicks as a sign that website needs adjusting and I guess what what you were saying was well it depends on how involved you want to make the sort of the conversation the engagement with the student because some need more information I mean do you want to sort of cover off that one? Yeah I mean the basic metrics are bounce rates so if people keep coming back and bouncing out and it's the same person then you just know right from the outset that you're not serving up the right information for that particular individual if they're coming back and they're moving through this journey then you know that despite the number of visits the indication of the frequent the high volume of visits could be a really good thing if on the other hand they keep bumming out at these particular stages of the journey and coming back in at different points and you could easily pick up on that as well because we've got something called the path analyzer that shows you those stats you can see that actually those journeys aren't converting and there's a very simple graphical representation of these custom journeys the green journeys show that people are actually moving through the journey they're the green bars on the the path analyzer dashboard that you get the red one shows where people are not generating any value and they're bouncing off so it's very easy to identify which journeys are working which aren't and then to optimize those appropriately you know where maybe we hold on to that around the demo as well because that's what people want to see so the next question is how much extra content do you need to create to be able to have a personalized site for international students over a standard flat website? you know that's a really great question in my experience not a lot in my experience most universities already have more content than they know what to do with it's there so you've got the content it's just a matter of bringing it into those sections of the website that need to have the context the right context and remember that what the system does is to actually render up a picture and make sure it's got the right pixelation the right size according to the place you're putting it into the website the page you're putting it to the website or whether it's going on to Facebook or LinkedIn it does all that for you so you haven't got to fiddle around with that so creating that content and publishing it anywhere takes the pain away so I don't think you need a lot of content I think you know also creating a banner let's face it just simply creating a banner for China or India or Dubai or whatever it may be it's not a massive amount of work that needs to be done and if you really want to attract those international students then it's worth investment in perhaps refreshing some of that content if need be but I'd just end that question where I started was that in my experience most universities are not short of content it's there they've got a media library somewhere or asset management system somewhere with piles of content that's that, thanks hopefully that answers the question lots of questions tied it up alright well I'll move on quickly I know I'm speaking quickly but we always want to get through this fairly quickly don't we so let's just talk about different personalization because this is what it's all about and I know I've covered this before in previous webinars but you know if you don't do this your competitors will be doing it and it's not difficult to do so get on and do it make it happen because I can show you how it can demonstrate return on investment I have a calculator in fact that shows that if you increase personalization between just doing basic personalization and maybe just personalizing 15% or 20% of your content you will increase conversions between 6% and 12% and a conversion is somebody actually signing up it's achieving something really significant that has some value to your university and those numbers have come from research done by people like Gartner and Forrester and you can consult us in other analysts it's not data I've invented so being an academic you know I use and bound to use research aren't I to substantiate any argument here so personalization is this broad space personalization that's one technique and I've already given you a very simple example but powerful as to how that works profiling predictive personalization is you define a persona i.e. a student from India who wants to do an MBA which is really related into the final industry financial industry so what you have to do is create a persona and when that person starts to demonstrate interest in those particular three areas the again using the wall spaced engine what the digital system will do the website will do is to serve up information based upon that implied behavior as they go through that visit in that moment personalization and then systematic personalization is I suppose it's probably not a very good term for it but it's intimate personalization it's combining the rules and profiling predictive personalization and probably integrating the content you get from your CRM system or log information so you got explicit and explicit content which means therefore you can personalize based upon more hard data that's what it balance down to there's not much more to it than that so what else of these organizations doing to make it happen well they need to be able to prove to the people that actually run the universities that this does work and to explain it in a way that they can understand and I've often used this and you've probably seen it before and this is how you actually formulate a digital marketing strategy at the end of the day so you would start off with understanding where you are in the market and you would do analysis of personal analysis being political, environmental, social, technical economic or legal, whatever it may be it doesn't matter what terms you use the SWAT analysis, understanding who your threats are who your competitors are where the opportunities are where you want to target, who you want to target, etc and out of that you will have very well published in most cases some primary cool pro objectives or university objectives things that you want to do such as these I mean don't take these literally they're only there by one example and then out of this you would come up some digital marketing goals which your marketing goals digital is marketing, digital marketing is marketing isn't it so you might say right you want to increase revenue from overseas students we want to target the top students but also the ones who are from overseas and other things you might want to do as well from that you then have this digital platform which does all the things I've just mentioned and automates the whole process so it's really cost effective so for instance if you wanted to attract the top students from China what you would do is to define who they are and define a persona based upon maybe two or three different courses that you might want to promote in particular map out a very simple journey doesn't have to be anywhere near as complicated as even as the one I've shown you just as basic as the one that Robin University is down using the raw space engine to say that if they meet this profile show them up this content in that moment using the analytics to build up a picture remember that folder I showed you that dashboard which we call the X file to get that single student view and then from that based upon the analytics and information you've harvested what you're able to do is then to have ongoing engagement plans like the example I gave you to recreate your students but then it should move on from that shouldn't it you'd be able to give them a great experience once they are enrolled and you can measure this you can see that somebody's downloaded an app they've attended a webinar they've gone to an open day all these things are goals which have a value because the ultimate value is to sign up and the fees that you get the fact that somebody goes to an open day or downloads an open day app has a value you can put an economic value to that maybe it's only 500 pounds or 200 pounds you can do that and then you can simply test it again not going into the technology not going to HTML to do it and away you go and you can create this content once as I said this cope thing create the content once and publish it anywhere that's what we mean by that across all these different channels it's automated the world of pain is going away from us I have to say but you do need to think about the people that you need to be able to manage some of these techniques and it's not necessarily recruiting people it's just saying well I'm going to be really responsible for a project which is personalizing content from these students I want to attract in a particular geography and then we need a little bit of the technology we can do this a little bit of familiarity that you can do that but that's a day's course no more than that honestly I'm not oversimplifying that so that's how it's a great way of getting to to not only crystallize what your marketing goals may be if you're prepared to actually put your neck on the line and put a number against some of these things but you can see the correlation between the capabilities of a customer experience platform to how they serve to drive marketing goals to meet overall primary objectives against in which your university is in the market that you're operating in that profile so that's how good it works well Paul we have another question so maybe we'll just pick that one up at that point so the question is how can you tie in the information in the CRM with a person's visit to your website yeah so that's a great question and we always do that I would always advocate that people tie in that first of all always advocate you tie in your transactional information in your offline data with your online data of course you would do that so to get the information I showed you on that dashboard is not a too difficult thing to do because what we do have and any good technology company you know will have connectors that connect to things like Microsoft Dynamics as a CRM system or salesforce.com this is something we do all the time it has to be done it's the number one thing that needs to be done so I know that some universities have some sort of legacy CRM systems where you know the knitting together and the correlation of data between the CRM system and the customer experience platform is a little tricky because it's a legacy system but you can do that so what you're able to do is define tags and profiles and the content for a particular student on your CRM system you can say this person has this code and you would have a code against it then correlate that data match that data with the digital marketing stuff so yes I mean sometimes it's easy because we've got these connectors with salesforce and Microsoft Dynamics sometimes it's a bit trickier to be able to do that because of the legacy systems that some of the universities have in that world no question very important and I guess with the worst case scenario with legacy systems is that they will tend to always have some kind of export functionality so worst case scenario is that you have to have a sort of batch process which pulls out exportable information and then does some means of tying it together and that's either then puts information back into the CRM or pulls it into another location that is worst case scenario though and more and more technologies have got open APIs anything new will have an API ready that you can call against them that certainly should be a number one feature you look for in any technology that you're bringing into a new estate is that it integrates with others because that is where you get the power from nowadays and ecosystems of platforms that tie together well the legacy systems that a lot of them do provide some kind of integration point and where they don't they will always do some full data export yeah that question really was for you Tim wasn't it that you're the technologist so yeah that's how it's done and you know you may not do that day one maybe it's phase two of the implementation that's quite often people stop and have these systems operating in a way but at some point we know that we can bring them together and the value of doing that good question thank you for that question any more questions there Tim? No we're okay but with any luck we'll get a couple more because it's good to see them come through alright okay well we're kind of finishing off here so just to summarize some of the things that you are doing and if you are doing this just these things already it just validates that you're going about to the right way I'm sure and if you're not doing it this is kind of the way that we take it so it doesn't have to be like wow this is you know it sounds fantastic it's not for us because it just got me in digital marketing it's not the case we work with companies that got ten employees where they've made digital essential to the success of their business and are able to execute and run the technology to be able to perform these tasks so what we normally do with the organizations when they're embarking upon this is not to make this onerous or overwhelming so define a couple of these targeted personas and then Robin University it's just how they did it map out the journey, set goals along that journey that you want people to achieve you want triggers it's not just about serving up content but we want to measure what that content is and putting a value to those goals as well you might say that if I had downloaded an app for an open day that's worth more than somebody just downloading a prospectus or if somebody's visited the financial page to actually see how much it costs that's worth something but it's not certainly not worth a lot by comparison to somebody attending an open day or a virtual tour of your university then what you need to do is this content relevancy mapping thing which is a lot simpler than you might think it to be but you can see the example with Robin University what they did was to say what content have we got that we can use to map to these particular journeys and if not what content do we need to come up with that maps to these particular journeys and it may be only three steps into the journey that you need to personalize content and that's good enough to start getting conversions and conversions is just moving people through that journey to completion and signing up and enrolling as a student of course so just start with a couple of personas and journeys as I said earlier on and then following that think out what's the basic nurturing engagement plan so that journey are based upon those particular personas and then use the analytics that you've already got right from the outset at the beginning to see what information you got what insight you've got in terms of who's looking at what just like the Robin University did when they looked at their Google Analytics they realized actually it was Cycle Analytics they used but it doesn't really matter much because you've probably got the information there somewhere to see where people what people are looking at first in the first two or three visits you know that's what you need to do and then test it you can do multivariate testing you'd have two versions of the same page or two versions of the form and I know with Robin University they had a more information application form they had a long form and a short form and they kind of made the assumption that the long form would be more successful than people completing it because it gave me the opportunity to tell them more about themselves turns out it wasn't I think you know the increase in sign ups or the increase in completions of those forms was a 70% increase in the small form rather than the long form so they got objective information to say keep it simple so nothing new there and that's all you need to do to really make it start working and we've got a quick win workshop that we do quite often with organizations just in the education market but in every sector which is really based upon that slide that I showed you earlier on the build slide talking about to align your technology and your systems to your marketing goals is to look at kind of the where you are now so we've got this maturity model to see where you are in terms of adoption of digital as customer experience review the seven stages and we can see where you are now where you might want to get to and how you get there and that helps you formulate a simple roadmap that can be implemented over any given period of time but this is about quick wins quick and a win and then setting out strategic objective right we want to attract more students in this particular area how you measure those goals how many more students how many more sign ups to this that and the other and then quick win tactics which we are we gonna personalize this content to these people in China et cetera and then the business case will be while we expect to recruit X more people as a consequence or save this amount of money in the execution of this by doing it and it's great because what we do I know it sounds very simple but what we do with universities quite often is bring people in from different functions maybe people are responsible for PR people are legal quite often HR, IT people responsible for enrollment all those different people they're not normally coming together to come out of the plan because they all have a they are stakeholders they all have a vested interest in this and the great thing about these workshops only last half a day if that sometimes is that you get consensus you get level setting because they get a common understanding what you're trying to do here and when you've got that you've got everybody behind you they're all willing to pay a part in it because they get excited they can see the value is that how it's going to increase the performance of their job and also make them more successful honestly it works and so we're happy to offer you guys an opportunity to do a quick win workshop it's not something we do online and then this is something I edgy server now offering so Tim would you like to explain what that might be? Hi Tim, are you there? I am it really matters all right all right you just got off of it yeah there's another question that's come in so if the IP address isn't helpful regarding the country of the person is from either living in a different country to their nationality how do you offer them the option to personalize a different country? yeah you know there are there are some anomalies so you know you're personalizing you're getting it right sort of about 80% of the time so there's a piece of technology that helps to validate the IP address and it's a third party piece of technology works really well and it's accurate a good deal of the time if you've got people coming in from different locations but that's not their country of origin then you've got an anomaly and what you need to do is to find out a little bit more information about them and that's an exchange of value get them to go onto Facebook offer them something so they're prepared to give you some more information about themselves where there is that exchange of value they will give that information but something else will happen further down the line then we'll come back and you'll be able to compare and contrast these different IP addresses and start to form a picture over a period of time really great technical question and you don't always get it right one of the questions I often get asked in the world of in retail is that okay so my mother's gone online to buy baby powder no not baby powder got online to buy some toys and so you know it's a female and it's a mother and your personal content based upon that persona but then what happens is and she's done it on the tablet then what happens is the child comes online and using the same tablet so how do you know that it's a child not a mother you've got two different behaviors on the same source of data and that's a tricky one but the thing is over a period of time you build up a picture that's facing where people are recruiting or thinking of joining on higher education courses more often than not or even undergraduate courses it's not something they do it's spontaneously as I said earlier on you are able to build up a picture of their profile implicit and explicit over a period of time I guess as well it depends on how much you want to invest in it so you target the things which you think will make the biggest difference and so it depends with all of these things doesn't it depends on how these anomalies are if it's a real rarity you'll probably worry less about being able to fix it so to speak than if it was something that happened a lot so I guess a lot of it's just got to do with context a lot of it's got to do with always asking yourself what change will make the biggest difference and sort of focusing in on that yeah, that's absolutely right excellent so we are running running short of time now but thanks for the questions that have come in it's always great to have a little bit of sort of two-way communication going on so that's appreciated so as I said this was the third in a run of three which has come to a conclusion now but we think they've been quite successful hopefully you found them useful we have a fourth webinar this time it's a bit more practical a little bit more focused on what might call itself and rather than case study in general about how you might engage students we are running this on Friday the 11th of March so it's a little way off but we will be sending out invites to everyone who's attended this session and indeed if there's anything you would like to see within the webinar please do say so we're going to take a cut across sort of the different problems that people might face and the different technology solutions to that I'm quite happy to take requests like your favorite DJ so I don't know for example if you have lots of different websites and you want to try and unify that experience then SACO offers something called the Federated Experience Manager that can help you drop in personalised content and also we touched upon the pathway analysis so if you want to see how that pathway analysis can really work how you can sort of see the drop-off points and the successful parts of the user journey then that's something that we can run through as well one last question but it is around the webinar so that's okay so yes webinar will be available for download so it has been recorded and we'll follow up with an email shortly so that is it thanks again Paul and thanks to everyone who's attended and stayed attended it's been really good to see such a great and strong turnout thanks guys