Omniture: Why use it in HE/FE?

When you understand what Omniture does the answer to the question is fairly obvious, especially in these days of tight budgets and the need to attract and retain students. here is a case study from Murdoch University in Perth, Australia explaining how they used Omniture to increase their online submissions; thereby attracting and retaining the best students – a competitive edge.

Murdoch University Success Story

Here’s an extract ……………..

One of Australia’s leading research institutions, Murdoch University wanted to relaunch its brand, including rebuilding its main website designed to communicate with multiple audiences. The university implemented the Adobe Online Marketing Suite as a solution for its online acquisition, analytics, and conversion efforts.

Leading research university increases online applications by 28% with a targeted campaign microsite

Challenge

Murdoch University had a core online focus on improving the user experience of its website, including the relevance of its content, which would in turn yield greater conversion and increase submitted online applications from prospective students. However, Murdoch not only had to focus on making content to various external audiences relevant, it also needed to ensure that staff and student-focused content was easily accessible and digestible. “Like many Universities, we have hundreds of sites structured organisationally with varied branding and an inconsistent user experience. Part of our strategy is to move to a main external facing site, and a main internal facing site, that serve our vast pool of visitors in a more coherent fashion,” explains Tim Elleston, senior eBusiness manager for Murdoch University. “We set out to acquire the best-in-class tools to help our online team efficiently analyse, understand and optimise the online content we delivered, all backed by a user-centric and best practice approach.”

After using Google Analytics, the university realized it needed a more robust and customizable analytics solution to get a clearer view of engagement, conversion, and abandonment. Understanding user behavior, where visitors were coming from, what they interacted with on the site, and from where and why they tended to leave was paramount to success. Finally, the online team wanted to improve its efficiency and responsiveness by having a single, fully integrated measurement platform for optimization, natural and paid search, campaign activity, testing, targeting, and email.

Solution

• Leveraged the Adobe Online Marketing Suite to gain a broader understanding of internal and external audience needs and to optimize content by audience

• Worked with Adobe SiteCatalyst and Discover for real-time analytical insight into visitor activity across the entire online presence

• Selected Adobe Test&Target to modify and target content to distinct audience segments and Adobe SearchCenter + to increase return on ad spending and paid search campaign performance

• Implemented an Adobe Genesis integration with marketing email provider ExactTarget to optimize and target email content

Results

• Increased seasonal campaign online application submission rates by 28% through testing and optimization of microsite content

• Improved content relevance and conversion after targeting home page content to visitors based on category affinity and previous site visits

• Streamlined marketing efficiency through better informed online content decisions

• Targeted reengagement messaging to prospective graduate students who had previously started an online university application without completing it, which converted 34% of these prospects

Student Teacher Edition: Change of Terms and Conditions

Program Purchasing Restrictions

Each eligible person may purchase only one copy of a particular title per platform per year.

 Qualified individuals include:

  • University and college students — students enrolled at a higher education institution defined as an accredited public or private university or college (including community, junior, or vocational college) that grants degrees requiring not less than the equivalent of two years of full-time study1
  • Primary and secondary school students — students enrolled at an accredited public or private primary or secondary school providing full-time instruction1
  • Faculty and staff — teachers and staff employed by an accredited primary or secondary school, public or private university or college, school district, or board of education (including emeritus status professors)1
  • Homeschooled students and their teachers — students and teachers as defined by state homeschooling regulations

 Proof of eligibility

Students:

Proof of current enrollment, stating your name, the institution name, and the current date or term2

 Types of proof of enrollment include:

  • School ID card
  • Report card
  • Transcript
  • Tuition bill or statement
  • Any other document issued by the educational institution that includes your name, the institution name, and the current date or term

 Teachers, faculty, and staff:

Current ID that includes your name, the date, and the name of the educational entity or an official document such as the following2:

  • Institutional paycheck stub
  • Letter on official letterhead from the registrar of the educational entity indicating current employment

 Note: Any sensitive information such as pay amounts, grades, or social security numbers can be covered or crossed out.

 Homeschooled students and their teachers:

  • Dated copy of a letter of intent to homeschool2
  • Current membership ID to a home school association (for example, the Home School Legal Defense Association)2
  • Dated proof of purchase of curriculum for the current academic school year2

Unqualified institutions include:

  • Nonaccredited schools and religious organizations
  • Museums
  • Prekindergarten or child care facilities
  • Churches
  • Libraries
  • Hospitals in Canada
  • Training centers or schools granting certificates for courses such as computer software training, including, without limitation: Ziff Davis University, Learning Tree University, New Horizon Computer Learning Center, Teacher Training Centers
  • Military schools that do not grant academic degrees
  • Research laboratories not recognized by the U.S. Department of Education or the Canadian/Provincial Ministries of Education, for example, institutions recognized by the U.S. Department of Defense or Energy or the National Research Council Canada. In addition, laboratories in the U.S. defined as Federally Funded Research and Development Centers (FFRDCs) and University Affiliated Research Centers (UARCs) are not eligible. Examples include: Los Alamos National Laboratory, Sandia National Laboratory, and Lawrence Livermore National Laboratory.
  • Other unqualified examples as listed by Adobe from time to time on its website

 Footnotes:

   1. Accredited schools are those that are approved by an association recognized by the U.S. Department of Education/State Board of Education or the Canadian/Provincial Ministries of Education and that teach students as their primary focus. In the U.S., such associations include: Middle States Association of Colleges and Schools, North Central Association of Colleges and Schools, Western Association of Schools and Colleges, Southern Association of Colleges and Schools, New England Association of Schools and Colleges, Northwest Association of Accredited Schools.

   2. Documents dated within the last six months are considered current.

Adobe TV

Wow ……. what a great resource this is!

Hidden away there is a goldmine of resources for students and educators, many of which have been developed specifically for Education by Adobe Education Leaders (AELs). Please encourage your customers to review the wealth of material at:

http://tv.adobe.com/channel/students-educators/

As an example there is a set of resources for Higher Education. Resources range from the value of CS5 in Education to the use of specific products such as Production Premium or Acrobat. Direct your customers to:

http://tv.adobe.com/show/adobe-higher-education-solutions/

The video clipos are typically very short; a few minutes at most. They cover all aspects of using Adobe products, so a bit like YouTube you can always find that ‘how to’ instruction somewhere on Adobe TV. So if you want to find resources by product, go to channels at:

http://tv.adobe.com/channels/

Here you can navigate directly to K-12 or HE resources; alternatively Web Design or Photo Editing. Why not include a link to Adobe TV on your web site and promote these resources in your next customer newsletter?

Creativity Toolkit – A ‘Must Have’ Resource

At BETT last week we launched some fantastic new resources to help you sell. If you were at the show you will have seen the ‘Creativity in the Classroom’ tag line on the show stand, but did you know about the new Creativity Toolkit?

Creativity Toolkit

This links a creativity quiz, classroom resources and the Adobe Certified Associate exams which contribute to the OCR iMedia exams. You can see more information at: http://www.creativitytoolkit.co.uk/

Curriculum resources are free to download under a Creative Commons licence and consequently can be freely used and edited as long as they are not distributed for commercial gain:

  • Science and Maths
  • History and Social Studies
  • Languages
  • ICT, Digital Arts and Media
  • Visual and Performing Arts
  • Administration

The resources are tagged with age ranges and even have links in some instances to Adobe TV where further material is available:

http://tv.adobe.com 

Here’s an example of a resoure:

Volcano Eruption (ages 9–13)

In this lesson, students draw pictures in Photoshop Elements showing how lava moves through the core of a volcano during an eruption. They then create a time-lapse video in Adobe Premiere Elements, using these pictures to replicate a volcanic eruption.

 Creative ID

Do you know your creative strength? Over 1200 BETT visitors took the Creative ID quiz – 7 questions which determine your creative strength:

  • Artist
  • Communicator
  • Collaborator
  • Visionary
  • Wordsmith

Why not take the quiz yourself at? Not only is this a bit of fun, but it also has a practical application. If as an educator you knew that many of your students were visual learners or collaborators, it would enable you to target the lesson with activities and materials that stimulated their creative strengths. The quiz can be taken as both a ‘Teacher’ or a ‘Student’ so why not take the quiz now?

http://www.adobecreativeid.com/

Certification

Also part of the creativity toolkit is information on certification. This section provides details of the certification programme and that all important link with OCR. The new ‘finders fee’ from Prodigy Learning makes it worthwhile for partners to include certification as part of the overall story. Full details of the exams can be found at:

http://www.creativitytoolkit.co.uk/certification.html

The Total is Greater than the Sum of the Parts

Packaged together this provides a great story ……….

A K-12 site licence or Adobe School Collection licence pack supported by:

  1. Creative ID quiz to understand how to get the best out of the students
  2. Curriculum resources and lesson plans for delivering the very best lesson
  3. Certification to give students that additional industry recognised qualification valued by HE lecturers and employers

Finally there is more information on ‘Creativity in the Classroom’ at:

http://www.adobe.com/uk/education/special/creativity/