Measurement Matters: How to Build a Marketing Dashboard

Thursday | June 25 | 2015 | 3:15 pm - 4:30 PM
Governor's Square 12

As marketing efforts on most campuses grow in size and sophistication, increased institutional expectations require us to provide metrics around productivity. We are charged with identifying what's working and not working in order to continually improve the effectiveness of our marketing programs. In this session, we describe the key elements of a marketing dashboard and consider examples from various schools. Although some marketing outcomes are difficult to measure, we will discuss a variety of metrics that we can track regularly in order to describe the return on marketing investment.

Elizabeth Scarborough, CEO & Partner, SimpsonScarborough