Adding Analytics to The Marketing Mix Ceany Conference ...

Adding Analytics to The Marketing Mix Ceany Conference ...

ADDING ANALYTICS TO THE MARKETING MIX CEANY Conference November 9, 2017 Lisa Philipson Identifying Market Segments a. Collect and use student registration data b. Input data into student information system c. Use results to identify market segments i. Geographic: City, Zip ii. Demographic: Gender, Generation (DOB) iii. Interest Area: Repeat Rate, Best Customers, Best Categories Student Last First Registered Course ID Name Name DOB Gender Term On CRN Code Course Title Course Fee Campus Address City State Zip Email 6/10/1942 M 201708 7/31/2017 18992 CS 0047 Lead Renov Cert Spanish 175 Other Off-Campus - Utica Area Utica NY 13502 6/23/1975 F 201708 8/1/2017 11537 CS H12 Phlebotomy 15 Utica Campus Mohawk NY 13407 9/12/1962 F 201708 8/2/2017 19079 CS 795 Cert Nurse Asst Basic 1250 Other Off-Campus - Utica Area Utica NY 13501 12/23/1985 M 201708 8/2/2017 18129 CS R23 TT Driving 150 4595 Rome Campus Rome NY 13440 11/16/1988 F 201708 8/3/2017

11537 CS H12 Phlebotomy 15 Utica Campus Utica NY 13501 7/21/1980 F 201708 8/7/2017 11537 CS H12 Phlebotomy 15 Utica Campus Little Falls NY 13365 8/22/1956 F 201708 8/7/2017 18992 CS 0047 Lead Renov Cert Spanish 175 Other Off-Campus - Utica Area Utica NY 13502 11/5/1964 M 201708 8/7/2017 18992 CS 0047 Lead Renov Cert Spanish 175 Other Off-Campus - Utica Area Utica NY 13501 2/13/1988 F 201708 8/8/2017 16944 CS 848 75 Hour Real Estate 549 Utica Campus Marcy NY 13403 6/5/1986 M 201708 8/8/2017 14058 CS 705 Security Guard Trng 60 Utica Campus Utica NY 13502 12/28/1997 F 201708 8/8/2017 11537 CS H12 Phlebotomy 15

Utica Campus Newport NY 13416 Last First Name Name DOB Gender Term Registered On CRN Course No. Course Title Category Course Fee Campus Address City State Zip Email 5/13/2009 F 201701 2/13/2017 29502 CS 0130 3D Illumination College for Kids and Teens 4/14/2006 M 201701 1/24/2017 29502 CS 0130 3D Illumination College for Kids and Teens 139 Other OffCampus Remsen NY 13438 139 Other OffCampus New Hartford NY 13413 139 Other OffCampus Utica NY 13502 Marcy NY 13403 9/6/2007 M 201701 2/6/2017 29502 CS 0130 3D Illumination College for Kids and Teens 1/30/2006 M 201701 2/6/2017 29502 CS 0130 3D Illumination College for Kids and Teens 139 Other OffCampus Clinton NY 13323 1/16/1951 F 201701 12/5/2016 27711 CS D29 Water Aerobics

Adult Swim 55 Utica Campus 1/16/1951 F 201701 12/5/2016 24830 CS D29 Water Aerobics Adult Swim 55 Utica Campus Marcy NY 13403 Whitesboro NY 13492 3/16/1965 F 201701 12/5/2016 27712 CS G32 Water Aerobics All 3 Adult Swim 129 Utica Campus 1/2/1984 F 201701 12/6/2016 29531 Ballrm Dance Begin Music and Dance CS 086 4wks 39 Utica Campus Mohawk NY 13407 39 Utica Campus Mohawk NY 13407 1250 Other OffCampus Utica NY 13501 549 Utica Campus Utica NY 13501 35 Rome Campus Rome NY 13440 New Hartford NY 13413 10/31/1980 M 201701 12/6/2016 29531 Ballrm Dance Begin Music and Dance CS 086 4wks 12/25/1987 F 201701

12/6/2016 27174 CS 795 Cert Nurse Asst Basic Health Care Training 3/22/1997 M 201701 12/7/2016 26448 Professional CS 848 75 Hour Real Estate Development 3/22/1970 F 201701 12/8/2016 25874 CS J69 Language and Culture 99 Utica Campus Professional Child Abuse Recogn Development 4/14/1956 F 201701 12/8/2016 28259 Conversational CS 797 Arabic 8/20/1974 F 201701 12/8/2016 28259 Conversational CS 797 Arabic Language and Culture 99 Utica Campus New Hartford NY 13413 10/31/1945 F 201701 12/8/2016 28259 Conversational CS 797 Arabic Language and Culture 99 Utica Campus New Hartford NY 13413 3/22/1970 F 201701 12/8/2016 28991 CS R13 Dignity for Students Development 75 Rome Campus Rome NY 13440 25 Rome Campus Rome NY 13440 Professional 3/22/1970 F 201701 12/8/2016

25205 Professional CS 769 Save School Violence Development 6/11/1957 F 201701 12/8/2016 28171 Strength CS Q28 Sculpt&Tone Health and Wellness 89 Other OffCampus Utica NY 13502 9/5/1961 F 201701 12/8/2016 28171 Strength CS Q28 Sculpt&Tone Health and Wellness 89 Other OffCampus Utica NY 13501 9/5/1961 F 201701 12/8/2016 28172 Strength CS Q28 Sculpt&Tone Health and Wellness 89 Other OffCampus Utica NY 13501 Analyzing Market Segments a. Geographic compare brochure mailing list to registration data; calculate brochures mailed/registrations (LERN benchmark is 50:1) b. Demographic see who is taking your courses (male/female; Baby Boomers/Generation Z/Millennials) c. Interest Area 80/20 rule: 20% of customers generate 80% of the business i. ii. iii. Repeat Rate (LERN benchmark is 30-50%) Best Customers (people who have taken two or more classes and spent more than the average amount spent per student Best Categories TRLR SUB BUS 13032 13032 13032 13032 13032 13032 13032 Zip Route City C002 R001 R002 R003 R004 R005 R006 CANASTOTA CANASTOTA CANASTOTA CANASTOTA CANASTOTA CANASTOTA CANASTOTA Total SFDU MFDU 392 567 672 436 648 418 421 3554 116 25

15 44 30 69 54 353 0 0 14 0 5 17 0 36 508 592 701 480 683 504 475 3943 0 0 0 0 0 0 0 0 Total Names Income Med_Hv Age PHWC 508 592 701 480 683 504 475 3943 381 492 563 388 543 399 390 3156 46333 55000 55666 55000 50333 53666 52666 110000 108000 123000 105000 110000 139000 120000 52 54 54 54 55 55 53 37 42 35 34 33 42 41 SAT S S S S S S S ASSUM State 508 1100 1801 2281 2964 3468 3943 NY NY NY NY NY NY NY 13037 13037 13037 13037 13037 C001 C002 R001 R002 R003 CHITTENANGO CHITTENANGO CHITTENANGO CHITTENANGO CHITTENANGO Total 391 613 573 595 627 2799 169 138 15 42 67 431 0 0 31 90 45 166

560 751 619 727 739 3396 0 0 0 0 0 0 560 751 619 727 739 3396 429 620 528 577 590 2744 54333 54333 56333 57666 59666 113000 111000 193000 145000 154000 54 52 54 52 53 42 45 40 44 49 S S S S S 4503 5254 5873 6600 7339 NY NY NY NY NY 13054 13054 13054 13054 13054 13054 B001 B002 B003 B004 B005 R001 DURHAMVILLE DURHAMVILLE DURHAMVILLE DURHAMVILLE DURHAMVILLE DURHAMVILLE Total 28 17 14 20 8 484 571 0 0 0 0 0 42 42 0 0 0 0 0 6 6 28 17 14 20 8 532 619 0 0 0 0 0 0 0 28 17 14 20 8 532 619 16 10 7 5 3 435 476 N/A N/A N/A

N/A N/A 44666 N/A N/A N/A N/A N/A 123666 N/A N/A N/A N/A N/A 52 N/A N/A N/A N/A N/A 44 S S S S S S 7367 7384 7398 7418 7426 7958 NY NY NY NY NY NY 13303 13303 13303 B001 B002 R001 AVA AVA AVA Total 31 22 396 449 0 0 28 28 0 0 14 14 31 22 438 491 0 0 0 0 31 22 438 491 15 0 347 362 N/A N/A 59666 N/A N/A 124000 N/A N/A 52 N/A N/A 40 S S S 7989 8011 8449 NY NY NY 13304 13304 13304 13304 13304 13304 13304 13304 13304 13304 13304 B001 B002 B003 B004 B005 B006 B007 B008 B009 R001 R002 BARNEVELD BARNEVELD BARNEVELD BARNEVELD BARNEVELD

BARNEVELD BARNEVELD BARNEVELD BARNEVELD BARNEVELD BARNEVELD Total 34 30 26 31 20 15 15 25 16 431 155 798 0 0 0 0 0 0 0 0 0 33 6 39 0 0 0 0 0 0 0 0 0 0 0 0 34 30 26 31 20 15 15 25 16 464 161 837 0 0 0 0 0 0 0 0 0 0 0 0 34 30 26 31 20 15 15 25 16 464 161 837 17 11 17 21 10 12 8 10 10 351 128 595 N/A N/A N/A N/A N/A N/A N/A N/A N/A 75250 78666 N/A N/A N/A N/A N/A N/A N/A N/A N/A 171000 145000 N/A N/A N/A N/A N/A N/A N/A N/A N/A 57 57 N/A N/A N/A N/A N/A N/A N/A N/A N/A 38 42 S S S S

S S S S S S S 8483 8513 8539 8570 8590 8605 8620 8645 8661 9125 9286 NY NY NY NY NY NY NY NY NY NY NY SPRING 2017 SUMMER 2017* BROCHURES MAILED Zip Code City/Town Student Count Ratio Zip Code City/Town Student Count Ratio Zip Code City/Town $35K + all incomes Proposed 2017-2018 13032 Canastota 6 657:1 13032 Canastota 2 1,972:1 13032 Canastota 13037 13054 Chittenango Durhamville 7 5 485:1 124:1 13037 13054 Chittenago Durhamville 4 4 849:1 155:1 13037 13054 Chittenango Durhamville 3,943 n/a 0 3,396 619 3,739 n/a 0 0 13303 Ava 8 61:1 13303 Ava 6 82:1 13303 13304

Barneveld 26 32:1 13304 Barneveld 13 64:1 13304 Ava 491 478 478 Barneveld 837 838 13308 13309 Blossvale Boonville 10 13 142:1 85:1 13308 13309 Blossvale Boonville 4 14 355:1 79:1 838 13308 13309 Blossvale Boonville 1,419 1,106 1,424 2,535 0 2,330 13313 Bridgewater 2 n/a 13313 Bridgewater 1 13316 Camden 7 361:1 13316 Camden 12 n/a 13313 Bridgewater 0 211:1 13316 Camden 13318 13319 Cassville Chadwicks 3 5 165:1 86:1 13318 13319 Cassville Chadwicks 3 0 165:1 431:0 13318 13319 Cassville Chadwicks 13321 Clark Mills 10 n/a

13321 Clark Mills 13322 13323 Clayville Clinton 4 111 133:1 39:1 13322 13323 Clayville Clinton 7 n/a 13321 Clark Mills 4 138 133:1 32:1 13322 13323 Clayville Clinton 13324 Cold Brook 2 n/a 13324 Cold Brook 13328 Deansboro 7 61:1 13328 Deansboro 6 n/a 13324 Cold Brook n/a n/a 0 6 72:1 13328 Deansboro 430 499 499 13329 13340 Dolgeville Frankfort 6 57 n/a 48:1 13329 13340 Dolgeville Frankfort 1 44 n/a 63:1 13329 13340 Dolgeville Frankfort n/a 2,762 n/a 3,336 0 3,336 13354 Holland Patent 31 36:1 13363 13403 Lee Center Marcy 8 56

109:1 31:1 13354 Holland Patent 31 36:1 13354 Holland Patent 1,130 1,322 1,322 13363 13403 Lee Center Marcy 1 39 868:1 45:1 13363 13403 Lee Center Marcy 868 1,739 978 1,980 0 1,980 13413 New Hartford 279 13417 13421 New York Mills Oneida 33 23 24:1 13413 New Hartford 194 34:1 13413 New Hartford 6,689 6,827 6,827 n/a 158:1 13417 13421 New York Mills Oneida 13 17 n/a 214:1 13417 13421 New York Mills Oneida n/a 3,636 1,895 5,932 1,895 3,636 13424 Oriskany 13425 Oriskany Falls 13 52:1 13424 Oriskany 10 68:1 13424 Oriskany 676 946 946 2 307:1 13425 Oriskany Falls

10 61:1 13425 Oriskany Falls 614 845 13438 13440 Remsen Rome 845 30 143 44:1 73:1 13438 13440 Remsen Rome 26 158 51:1 66:1 13438 13440 Remsen Rome 1,318 10,441 1,572 17,189 1,572 12,175 13441 13456 Rome 0 158:0 13441 Rome 1 158:1 13441 Rome 158 159 0 Sauquoit 55 28:1 13456 Sauquoit 30 51:1 13456 Sauquoit 1,518 1,656 1,656 13461 13469 Sherrill Stittville 19 2 74:1 112:1 13461 13463 Sherrill Stittville 4 2 354:1 112:1 13461 13469 Sherrill Stittville 1,415 224 1,417 305 0 305 13476 Vernon 14 100:1

13476 Vernon 10 140:1 13476 Vernon 1,404 1,397 0 13477 Vernon Center 5 n/a 13477 Vernon Center 4 n/a 13477 Vernon Center n/a 529 0 13478 13480 Verona Waterville 18 5 69:1 73:1 13478 13480 Verona Waterville 11 10 310:1 36:1 13478 13480 Verona Waterville 1,238 364 1,245 1,352 0 1,291 13486 Westernville 8 32:1 13486 Westernville 4 64:1 13486 Westernville 257 375 375 13490 13492 Westmoreland Whitesboro 8 154 74:1 26:1 13490 13492 Westmoreland Whitesboro 3 151 198:1 27:1 13490 13492 Westmoreland Whitesboro 594 4,051 596 5,226 596 5,226 13495 Yorkville

24 n/a 13495 Yorkville 24 n/a 13495 Yorkville n/a 1,008 1,008 13501 Utica 412 4:1 13501 Utica 329 5:1 13501 Utica 1,788 15,346 3,831 13502 Utica 286 16:1 13502 Utica 161 29:1 13502 Utica 4,709 14,167 6,599 TOTALS 1917 *as of 7-17-17 1512 68182 106795 66101 n/a 259 2,526 n/a 0 494 431 498 429 498 429 n/a 561 561 532 4,365 531 4,516 531 4,516 Targeting Market Segments a. Traditional Mail use registration data to refine mailing list. Brochure is cornerstone of marketing effort; still accounts for 75% of registrations. i. Mailing list revisions using zip code/registrations ii. LERN Carrier Route analysis use carrier routes/registration and iii. income. 80/20 rule. LERN Best Customer List these are VIPs. Do early bird mailings, second mailings, discounts. b. Email Marketing i. Effective, measurable, cheap, targetable ii. Implement email marketing plan by developing email schedule; creating reusable template; growing email list iii. Drive people to website Call to Action (CTA) link to registration

iv. v. vi. Dont be afraid to email customers more than once Benchmark open rate is 20%; Click Through Rate (CTR) is 10% Dont spray and pray having targeted list is most important component of success A Message from Corporate & Commu n i ty Edu cation April is for Kids at MVCC! Can You DigIt? Fossil Hu n t D o y o u d ig D in o s a u r s ? B r in g d in o s a u r s b a c k t o lif e w h e n y o u p a r t a k e i n a s im u la t e d f o s s il e x c a v a t io n , u n c o v e r in g t h e d if f e r e n t b o n e s o f a d in o s a u r . A s s e m b le a n d t a k e h o m e y o u r 3 d im e n s io n a l d in o s a u r ! M a k e a p la s t e r f o s s il r e p lic a o f a n a m m o n t e ,i T y ra n n o s a u ru s R e x t o o t h o r c h o o s e f ro m o t h e r m o ld s . L e a r n t o id e n t if y 2 0 m llio ni y e a r o ld f o s s il r e p lic a s . W o r k w it h o u r ro c k a n d m n e r a li c o lle c t io n a n d m o r e . A g e s 6 - 1 1 . T u e s ., W e d ., A p r il 1 8 - 1 9 , 9 : 0 0 a m - 4 : 3 0 p m , L o c a t io n : P e r r y J u n o ri H ig h , $ 1 3 9 Magn eticMotion B u ild y o u r o w n f u t u r i s t i c M a g l e v c a r t o r a c e a n d t a k e h o m e . L e a r n a b o u t t h e r e la tio n s h ip b e tw e e n m a g n e tis m a n d e l e c t r ic it y . Y o u b u il d a s im p le m a g le v t r a c k a s w e ll a s a c o o l e le c t r o m a g n e t . L e a r n h o w m o t o r s a n d g e n e r a t o r s w o r k . B u ild a n d t a k e h o m e t h e w o r ld s s im p le s t m o t o r . M a k e y o u r o w n c o m p a s s , t a k e p a r t in m a n y o t h e r m a g n ific e n t m a g n e tic a c t i v it ie s , a n d m o r e h a n d s o n a c t iv it i e s . A g e s 7 - 1 2 . T h u r s , . F r i., A p r il 2 0 - 2 1 , 9 : 0 0 a m - 4 : 3 0 , L o c a t io n : P e r ry J u n o ri H ig h , $ 1 3 9 Kids in th e Kitch en Five In gredien ts or Less F i v e in g r e d ie n ts o r le s s , b e c a u s e s o m e tim e s t h a t is a ll y o u h a v e ! C r e a t e y o u r v e r y o w n r e c i p e b o o k w it h f u n f iv e in g r e d ie n t s o r le s s m e a ls y o u c a n s h a r e w it h y o u r f a m lyi a n d f r ie n d s . T h r o u g h o u t t h e t w o d a y s , w e l l c o o k u p r e c ip e s f o r b r e a k f a s t , lu n c h , d in n e r , a n d d e s s e r t . A g e s 8 -1 2 . T h u r s ., F r i., A p r il 2 0 - 2 1 , 9 : 0 0 a m - 4 : 3 0 a m , L o c a t io n : P e r r y J u n o ri H ig h , $ 1 0 9 F o r a c o m p le t e lis tin g , c h e c k o u t M V C C s F a l l 2 0 1 6 b r o c h u r e a t w w w .m v c c . e d u / c c e d . F o r in f o r m a t io n o r t o r e g is t e r y o u r c h ild c a ll 3 1 5 . 7 9 2 .5 3 0 0 Tag Us on In stagram! A r e y o u o n I n s ta g r a m ? I f s o , ta g @ C C E D _ M V C C - ta k e a p ic i n y o u r f a v o r i t e c o m m u n it y e d u c a t i o n c l a s s a n d s h a r e i t w it h u s ! T o re g is te r c a ll : 3 1 5 - 7 9 2 - 5 3 0 0 ( o r ) V is it : w w w . m v c c . e d u / c c e d ( o r ) S to p b y : C C E D M V C C U tic a A c a d e m ic B u ild in g R o o m # 1 5 4 F o r m o r e in f o r m a tio n e m a il: S u s a n L i n c o l n s lin c o l n @ m v c c . e d u S T A Y C O N N E C T E D : Measuring Current Marketing Strategies a. b. c. Email marketing i. Find out why people unsubscribe ii. Adjust time sent, subject line, call to action, design iii. Make sure audience is segmented by interest; content is relevant. Registrations i. Collect data on number of registrations by semester and year ii. Is email marketing effort and revised mailing list working? Surveys i. Constant Contact Surveys or Survey Monkey MVCC Summer 2017 Career Camp Survey Required Question(s) 1. Overall, were you satisfied with your child's camp (s)? Not satisfied Satisfied Very Satisfied Comment: 2. How would you rate the sign in, sign out process? Poor Fair Good Excellent Comment: 3. How would you rate the registration process? Poor Fair Good Excellent Comment: 4. Would you prefer to extend camp to include Fridays? Yes No Comment: 5. Would you prefer to receive camp paperwork electronically? Yes No C o m m e nt : 6. Do you have any suggestions for future Career Camps? Adding Analytics to the Marketing Mix a.Utilizing data to make future programming and marketing decisions i. Further fine-tune mailing lists ii. Develop Best Customer strategy iii. Increase/decrease prices for popular/unpopular classes iv. Create new classes based on data. QUESTIONS/NOTES

Recently Viewed Presentations

  • Test System Architecture for AOCS Testing

    Test System Architecture for AOCS Testing

    Supports Open Loop /Closed loop Testing. Interface verification. Timing Verification. OBC/AOCC Simulators for prototype or i/f testing of other subsystems. Software for. Interface Simulation. Sensor, Actuator Models. Orbit Model, Sun Model. Dynamics Simulation. Automatic Testing. GUI, RT Plot, Display, Data...
  • Disclaimer (Chrissie Fletcher)

    Disclaimer (Chrissie Fletcher)

    Disclaimer (Chrissie Fletcher) The views expressed herein represent those of the presenter and do not necessarily represent the views or practices of Amgen, the views of the other Industry representatives on the ICH E9 working group, or the views of...
  • Topic: Alkanes - Wappingers Central School District

    Topic: Alkanes - Wappingers Central School District

    3. Branches named first and in alphabetical order * to name branches, count # C atoms & add "yl" to prefix name * If more than one of same type of branch - use di, tri, etc.
  • Cell Structure and Function - Fulda

    Cell Structure and Function - Fulda

    Body Tube. Holds eyepiece. Magnification. Magnification is the product of the magnifications of the eyepiece and the objective lenses. Eyepiece x Objective= Total Magnification. Example: Eyepiece 10x and objective 20x. ... Cell Structure and Function
  • Japan - OTHS World Geography

    Japan - OTHS World Geography

    Geography of Japan Japan Basics The Japanese call their country "Nippon" Source of the sun "Japan" is actually a Chinese word Origin of the sun Japan is home to 127 million people Tokyo is the largest city with almost 13...
  • The Impact of Inter-Center Competition on Liver Transplant

    The Impact of Inter-Center Competition on Liver Transplant

    Fa ct ors a ffecting graft survi val af te r liver transplant ation fr om donation after cardiac death donors. Transplantation 2006; 82: 1683-8 . Organ Acceptance Decisions in Liver Transplantation: Alagosz Model . MELD. 10. 20. 30. 40....
  • Hatchet by Gary Paulsen - Weebly

    Hatchet by Gary Paulsen - Weebly

    Hatchet by Gary Paulsen. ... What ten (10) items would I include in a survival kit? Write this question in your journal. Make a list of items that you think are important for survival. Be sure to include an explanation...
  • THE DIGESTIVE SYSTEM Chapter 24 An Introduction to

    THE DIGESTIVE SYSTEM Chapter 24 An Introduction to

    Vestibule . Space between the cheeks (or lips) and the teeth. 24-2 The Oral Cavity. Gingivae (Gums) Ridges of oral mucosa. ... Manipulates materials inside mouth. Functions of the tongue . Mechanical processing by compression, abrasion, and distortion.