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AACRAO Technology Conference 2013 Tucson, AZ Jim Bouse University of Oregon

AACRAO Technology Conference 2013 Tucson, AZ Jim Bouse University of Oregon. Enrollment Management Marketing and Communications in the Era of Big Data. Marketing and Communications Viral and Personalized Video’s Big Data Social Media CRM Predictive Analytics Mobile

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AACRAO Technology Conference 2013 Tucson, AZ Jim Bouse University of Oregon

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  1. AACRAO Technology Conference 2013Tucson, AZJim BouseUniversity of Oregon Enrollment Management Marketing and Communications in the Era of Big Data

  2. Marketing and Communications • Viral and Personalized Video’s • Big Data • Social Media • CRM • Predictive Analytics • Mobile • The streams will cross often What We Will Cover

  3. Call Me A Duck Videos helping expand brand awareness

  4. BYU New SpiceStudy Like a Scholar

  5. Perls of Knowledge Location, Location, Location

  6. Big Data

  7. Big Data “Linking data from disparate sources to answer questions you didn’t even know to ask.” Kent Kuo Oregon State, Dir. Ent. Computing

  8. Big Data “Sifting through the sea of information in search of trends and truths.” - Andrew Barbour, Campus Technology

  9. Big Data • The 4 V’s • Volume • Variety • Velocity • Veracity

  10. Big Data -IBM

  11. Petabytes • 13.3 years of HD TV • 2,000 years of songs • Financial Times Video

  12. Big Data: Analytics, Tracking, Prediction • Target pregnancy ads • RFID • Big Brother is here and he is us. Walmart infrared (Prism consortium). • Amazon to Facebook example

  13. “Free” internet. We are not the customer, we are the product.

  14. Perls of Knowledge NCard

  15. Social Media

  16. There are more channels than ever. • Facebook (1.1B +, 61% Mobile) • Google (1.8T/yr) • Twitter (555M +) • College Confidential (Hobsons) • Instagram • Google Maps, Apple iOS, review your campus Listen and Monitor

  17. Where are Teens on Social?

  18. Teen Survey (sentiments)

  19. Schools on Tumblrhttp://higheredsocialmedia.tumblr.com/post/35452524815/list-of-universities-on-tumblr

  20. Gangnam StyleOregon Duck Parody

  21. Psy’s FavoritesShout Out to the Duck

  22. Perls of Knowledge Harlem Shake

  23. Ask the Right Questions • Top Write-in Votes on Teen Social Survey • Wanelo: Socially curated shopping • Vine: “Vine is doing to YouTube what Twitter did to Blogger.” • Snapchat: 60m vs 40m for Instagram • Kik: 30m users, videos, memes (not email/text)

  24. Ask the Right Questions • Tinder: “They (teens) care that it made digital flirting acceptable without feeling weird.” • -Brian Wong, found of Kiip

  25. “The trend, particularly with the younger demographic, seems to support more specific social networks — statuses on Twitter (30%), photos on Instagram, pin boards on Pinterest, live stream on Pheed and short videos on Vine.” PrernaTalreja, Policymic, Media and Tech, April 2013 Teen Trends

  26. The Original Facebook? • Inigral: The Schools App (colleges only) • Path (150 “friend” limit)

  27. Migrate to UOPersonalized Video

  28. Perls of Knowledge Snow Days

  29. CRM

  30. CRM Service • Be smarter than you have been in the past • Be more effective • Need to appear more unified and cohesive

  31. CRM Action • Automating actionable intelligence • Delivering to student and the school

  32. Who • What • When • Where • Hopefully you have a “Why” you are doing this. • Opt in Relevant Communications

  33. Perls of Knowledge #YOLO

  34. What Do We Want To Know What Happened Reports Dashboards What Is Happening Real-Time Analytics What Is Likely Predictive Analytics Predictive Analytics Why Did It Forensic Data Mining Why Is It Real-Time Data Mining What Should I Do Prescriptive Analytics

  35. What Do You Want to Know? Only .5% of world’s data is analyzed

  36. Where Do You Want to Be? • Anticipating needs, predictive • A “concierge” model

  37. Mobile

  38. Mobile Part of the Where and How Ties into the way users want to interact, timeshift.

  39. Mobile Data Dev "One of the most valuable lessons I've learned over my career is that if you don't log each and every click or event, you can't reinvent that information," Lent said. "So make sure you have a very comprehensive way to instrument your apps with a simple SDK, (and then) log the data and pull it into a big data structure."

  40. Mobile Usage • Custom tour of class schedule • 3D path finding • Geo-fencing • Location aware segmentation

  41. Three stages • Informed users • Connected users • Users acting on information they receive Gameification

  42. Leveraging motivation beyond the fiscal • Health tap • Klout • Fitocracy • Facebook “Likes” • Foursquare Gameification

  43. Privacy?

  44. The Long Game • If we are successful bringing students to us, how does that model continue through matriculation, enrollment, graduation, alumni experience to potential donors? • How do we continue to meet heightened expectations, especially if we help create them?

  45. Marketing and Communications • Viral and Personalized Video’s • Big Data • Social Media • CRM • Predictive Analytics • Mobile Review

  46. Perls of Knowledge Angry Birds

  47. IntroDUCKtion UO Orientation Video, link only works for in person presentations

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