2023-24
Full Funnel Analytics
Data visuals for Universities to examine marketing efforts for online engagement to student enrollment and beyond.
Objective
The objective is to provide Universities with clear data tracking from online awareness to student conversion from Halda's online products. Also integrate the data seamlessly with the clients CMS (Content Management System) which is typically Salesforce or Slate.
Halda's goal is to implement Full Funnel Analytics that provide the University with a deeper view of the student journey, identify areas for improvement, and optimize marketing efforts to drive growth.
Dynamic Visuals
Halda opted to utilize a dynamic linear funnel chart to accomodate the infinite stages in the student journey across any given University.
This chart was the inpsiration for our project and what resonated with clients.
Client Needs
While working with various admission teams discussing the specific needs of this project, we created a list of "Must Have" and "Nice to Have" features to quickly identify the basic necessities for a v1 rollout.
The "Must Have" list includes the following:
- Funnel Stage Management
- CMS Integration
- Dynamic Data Visualization
Stage Management
To address Funnel Stage Management the dotted line represents the viewport window of current viewable stages. Each stage represents a checkpoint in the student journey such as when a student applies or is admitted, enrolled, etc. We found that a maximum of only 5 stages are afforded with in the viewport window, so navigation arrows are provided to slide between stages similar to a photo carousel.
Without Integration
The process to implement change in any large instituion is extremely time consuming, Halda fast tracks that process by showcasing immediate value before an integration has taken place, all while hinting at vastly more capability.
Shown below is a basic example of conversion rate from online impressions to applicants. Notice how the Applicant stage is provided a manual numeric input for the client, this is due to the lack of intergration. However Halda's data tracking technology enables any website interaction to become a stage in the student journey.
A long standing pain point with Universities is attempting to identify students, applicants and enrollments attributed to online marketing efforts.
Full CMS Integration
Once a University has integrated their CMS with Halda, no longer does the data set end at website interaction but continues throughout the entire student jouney.
Universities can now sync corresponding student data from their CMS to it's website traffic, in effect transforming their website into the most valuable recruitment and marketing tool they own.
i.e, Impressions - Leads - Applicants - Admitted - Enrolled - Deposits - ... - Graduated.
Stage Features
Each stage is enabled to be reordered, deleted, added to, or even hidden. One benefit of hiding a stage is that it allows you to calculate a projection of ad spend, an example would be to hide the Leads stage to view real time conversion rates of impressions - applicants across all marketing campaings.
Dynamic Data
The funnel graph dynamically changes according to which campaign is selected. Presented at first glance is a culmination of all active marketing campaigns as an overview with the option to isolatle each individually for further examination.
Conclusion
Full Funnel Analytics is nothing new for b2b saas and online retail, however in Higher Education admission and marketing departments have been left behind technologically and are now thrilled with Halda filling this void.
Halda has had such an impact with Full Funnel Analytics that it is now the flagship feature of the company that sales and marketing now lead with pitching this feature.
