Web Analytics

Champion the use of data across the University to inform and guide strategy for websites, marketing communications, and content development. Data-driven decisions lead to more strategic, efficient, and successful outcomes.

The primary focus for analytics at MarCom is centered around digital strategy, especially as it relates to website analytics and marketing communications. A website analysis or audit is done to provide insights to user behavior or trends to inform recommendations or optimizations.

A holistic measurement strategy, data infrastructure, is developed to ensure website tracking and owned communication tracking aligns with goals and objectives of the client. Collaboration is critical to ensure work is not done in a vacuum, oftentimes done with internal teams as well as clients. Educating clients on how to find and analyze data is key in the adoption and use of analytics. This also promotes better accountability and confidence in their decision-making.