Marketers and communicators at Ohio State are a passionate group that thrives on data-driven decisions and an audience-first approach. The content in this toolkit is intended to serve all marketers and communicators at the institution - regardless of which unit you are a part of or audience you serve. Learn how to navigate performance metrics for your channels, terminology in the marketing data space and best ways to save time and use tools to understand performance.
Marketing Analytics Resources
Utilize these resources to learn more about marketing analytics at Ohio State and find tools to make the use of data in your daily work easier.
Key Concepts
Using a common set of business practices and tools ensures we can evaluate marketing activity performance. These key concepts include things like tagging and naming standards, data requirements for suppliers/agencies that you work with, brand guidelines for data visualization and a link to our glossary in Collibra.
Email Analaytics
Understanding channel performance can help you reach and engage more of your audience to meet your goals. Get info on key metrics and links to dashboards to support your work.
Social Analytics
Understanding channel performance can help you reach and engage more of your audience to meet your goals. Get info on key metrics and links to dashboards to support your work.
Audience Experience Analytics
Find resources and tools to help you understand key touchpoints and tools for your audience and download a measurement framework to support your work.
Google Marketing Platform
University marketers and communicators have access to a suite of tools in the Google Marketing Platform to streamline web analytics, optimization and personalization. Learn key concepts, find out on to onboard and access user guides and training videos to use the platform to the fullest.
Help Along the Way
Central Marketing Analytics Team
The Marketing Performance Analytics team in University Marketing offers consulting sessions and training for individuals or groups. Learn about any of the resources mentioned on this page or work through development of a measurement strategy for your audience or campaign.
Get in touch: adv-marketinganalytics@osu.edu
Information and Insights
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