• Joseph Brennan

Utilising data strategically: a measurement framework for digital communication efforts

This paper provides university communication and marketing leaders with a guide to the best practices in analytics and data measurement for digital communications.


In a time when higher education marketers are bombarded with endless sources and types of data, and “big data” is an industry buzzword, senior managers are expected to effectively utilize this wealth of information in ways that make genuine impacts on key business outcomes. Drawing on both theoretical models and extensive practical experience, a chief marketing officer and a hands-on social media manager show communication professionals in higher education which metrics to focus on, how to apply theoretical principles to create a sustainable analytics strategy, and how to use data to improve communication strategy in pursuit of your institution’s specific business targets.


Published in the Journal of Education Advancement and Marketing (Winter 2018). Co-author: Emily K. Truax, Boston University.


https://www.henrystewartpublications.com/jeam/v2 (subscription required)

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