Higher Ed Marketing Metrics
April 17, 2012
2 - 3:30 p.m. Eastern
As the marketing efforts on most campuses is growing in size and sophistication, so, too, are institutional expectations rising, making our ability to provide metrics around productivity ever more critical. We are charged with answering the vital mix of questions: "What's working?" and "What's not working?" in order to continually improve the effectiveness of our marketing program.
Like other major units around campus, marketing staff need to be able to provide leadership with a metrics dashboard that outlines our impact. Although some marketing outcomes are difficult to measure, there are a wide variety of metrics that we can track regularly in order to describe the return on the marketing investment. After all, you can't manage what you don't measure.
Elizabeth Scarborough is a nationally recognized expert in the use of research to drive marketing and branding efforts. Her areas of specialty include survey instrument design, sampling plan development, data analysis, and the compilation and presentation of marketing intelligence. With 20 years of experience conducting market research studies, she is an industry leader in providing strategic solutions to colleges and universities.
Scarborough has chaired the American Marketing Association's Symposium for the Marketing of Higher Education since 2007. She has presented more than 200 workshops and papers at a veritable alphabet soup of higher education-related conferences and symposia, including NACAC, NAGAP, AMA, AGB, NAICU, AACRAO, ASBAP, PCACAC, SACAC, and NYSACAC. She currently serves on the CASE Industry Advisory Council.
Scarborough earned a bachelor's degree in mathematics from James Madison University and a master's degree in business administration from Fordham University.
$195 members; $325 nonmembers