Dive Deeper with Net Natives: Best Practices Within Slate to Unlock Your Pipeline in a Media 3.0 World

Right. Looks like folks are starting to trickle in slowly but surely.

There's Eric. Oh, hello, everyone, welcome. We'll give folks a minute or two to to make their way in.

My name is Ben Willner. I am a Senior Client Support Engineer here with Technolutions. I will be your moderator for this session. We'll get started here just a just a minute or two. Let folks get themselves set up.

Clear out any technological problems they might have. But it seems like we're we're getting a nice steady stream of people coming in. Feel free to say hello in the chat, introduce yourself, tell us where you're from.

Very excited for this for this dive deeper this morning or afternoon depending on where you are.

Lots of folks chiming in. Very nice.

All right, well, it seems, it seems like we're we're settling down, folks are folks are making their way into the chat.

So we will go ahead and get started. Welcome one and all to our Dive Deeper. Today we are joined by Net Natives to talk about best practices within Slate to unlock your pipeline in a Media 3.0 world.

Very excited for this topic. I think that there's this is going to be a great presentation this morning. Once again, my name is Ben Willner, Senior Client Support Engineer with Technolutions. I will be your moderator.

But I am not the star of the show. I am just here to make sure that everything goes smoothly. On that note, before we dive in, a couple of housekeeping items.

This webinar is being recorded so you will have access to it at a later date if you would like to watch it back.

Please be aware of that if at any point you would like to enable closed captioning, there is a button at the top right of your screen, little CC button that will allow you to enable closed captioning as well as full screen viewing.

Which is available on that bar as well. If at any point in time you're having any audio, video issues, if it's out of sync, we recommend you refresh the share window, refresh the browser window as that should make sure that that gets cleared up right away. And as always, if you have questions, feel free post them in the chat. Please let us know what you're thinking about whether it's questions about the presentation. If you need anything clarified, we are more than happy to chime in.

But with that, I'm going to toss it over to Julian to get us started proper.

Thank you for that, Ben. So welcome everybody to our Net Natives and Slate webinar. For a little bit of context here at Negative, for a number of years, our expert experts have essentially used data, technology and creativity to transform the global higher education marketing landscape. And so for today, we just wanted to speak to you about best practices within Slate to unlock your pipeline and what that looks like in a Media 3.0 world. For a quick introduction, so my name is Julian Pereira. I am the Head of Conversion Solutions here at Net Natives.

Day-to-day role is essentially to help clients use our in-house tech hero as well as all things conversion and measurement to be able to improve your advertising. I will let my colleagues introduce themselves, starting with Michael.

Well, hey there Slate family. My name is Mike Doran. I'm the CRM Implementation strategist with Net Natives. My day today is working with all of you lovely folks to enable our proprietary technologies to work together in the best function possible.

And I am right out of the Pittsburgh area, and I'll turn it over then to Jeremy Williams.

Hi everyone. I'm Jeremy. I'm ahead of data strategy. So my day-to-day here in Net Natives is building out the reports from your slates instances and I'm excited to show you guys a sneak peek until.

Perfect. So just for the to go through the agenda today, we'll be going through essentially what do we mean by a media 3.0 world, some Slate CRM best practices that you can take home with you, some information and some really useful info from Jeremy about what it is essentially from prospects to enrolment and how to be able to improve the visibility of that data.

Finally, some fundamental, fundamental questions to ask you of your data as well.

Some helpful tools as well, one of them involved in a suitcase for sleigh that has been created specifically by Michael.

So moving on to a Media 3.0 world. So what do we mean by that? Media 3.0 is the privacy first playing field which is developing the digital advertising world through a combination of a few things. So this is technology updates, privacy awareness, but also privacy legislation.

And so when we think about what is essentially steering media 3.0, well, this is essentially your loss of data. You are your data, your measurement setup, your website and your CRM. And So what does data enable?

It's efficient planning, buying, optimization, and reporting. So just to provide some examples of what that looks like and what that loss of data looks like, it's decreased attribution windows. So for example, Meta has cut attribution windows by as much as 75%.

It's also Google's global removal of third party cookies, which will happen in the third quarter of 2024. So third party cookies were used to track users across websites, raising privacy issues that fully. That means that it's essentially going to be fully removed by Q 4/20/24. So beginning Q3, it will take place all the way through to the end of Q4. So users are increasingly wary of extensive data collection. So what Google aims to do is to replace those third party cookies with alternative solutions that prioritise that user privacy.

And so these solutions aim for targeted advertising without compromising any of that user data. And so once that we are ahead of that is the implementation of Google consent mode and conversion modeling.

There's also further restrictions to loss of data that includes for under eighteens as well. So platforms like Meta like TikTok and Google no longer always offer advertisers the ability to personalise ads for under eighteens, and that can be difficult as well.

And then finally, data loss is also driven by technology. So as an example, Apple offers users transparency and ease of control over their own data. So even if users opt in, it puts data collection into users minds. And so that poses a challenge when 75% of our search advertising has been delivered on iOS device.

So that's just to provide some examples, but then also the privacy centric future is here. So what we mean like that is.

Specifically, on January 4th, 2024, Google began testing its new privacy features and stopped the use of third party cookies in Google Chrome browser for 1% of users. So I sort of like a test run before they put that wide in Q3 of this year.

And so essentially third party data is quickly becoming second class. So with so many new privacy regulations and browser changes, it means that this is depreciating the value of that third party data and.

Such as yourselves now need to shift to our first party strategy to continue your personalization initiatives and you know at the end of the day reduce the risk of data regulation penalties.

Sorry, what is data privacy? By that we mean the ability of a person to determine for themselves when, how, and to what extent personal information about them is shared with or communicated to others as well.

So this personal information can be one's name, it can be the location, it can be contact information or online or real world behaviour. So just as someone may wish to exclude people from a private conversation, many online users want the control or the prevention of certain types of personal data collection. And so if you think about it, as Internet usage has increased over the years, so has the importance of data privacy. Websites, applications, social media platforms.

Even Slate often need to collect and store personalized data about users.

To provide services however, some applications and platforms may exceed users expectations for data collection and usage, leaving users with less privacy than they actually realise. Whether as other apps and platforms may not place adequate safeguards around the data they collect, which can also result in a data breach that compromises user privacy. So what we want to do is we want to emphasise to you that customer data privacy or your student data privacy.

Is really important and so you should integrate it into your marketing strategy.

In order to foster that trust with your audience while keeping you compliant for the future.

Why is this important, you may be thinking right now? So there are actually emerging privacy legislations in the US So a state of privacy is evolving globally. So has the US in terms of enacting its own privacy laws. And there's already privacy laws in states like Utah, like New Jersey, and like Colorado.

Key considerations for marketers. So as digital marketers, our goal is to create personalized experiences for customers while respecting their privacy and data and those legislations.

So on to why is data privacy so important, apart from the legislations that we've mentioned already?

Well, countrywide there is yet to be like a cohesive on countrywide nationwide data privacy regulation. Whilst there are actually others, such as in Europe where there's the GDPR data privacy law, individual states are stepping away.

Or rather, stepping up the efforts to protect their citizens privacy. So to give you some examples, one of the most prominent examples was the California Consumer Privacy Act, which came into effect in January 2020. So to give you some context, this law grants Californians more control over their personal information by giving them the right to know what data businesses collect, who they share it with, and if they desire that they can delete it. So additionally, the CCPA allows consumers to opt out of selling personal information to third parties.

Another recent law which will roll into action in January 2025 is the New Jersey Privacy Act. So this this will give New Jersey residents that much more control over their personal data too. And that includes prospective students. And so the NJPA requires your data owners to be transparent about how you collect you use and share personal information, but also includes a universal opt out mechanism requirement similar to GDPR. So if you want to get a little bit more geeky, for example.

BTM and Georgia 4 events have to comply with your banner if you are, if you, if your state demands that you have a cookie banner within your website, GTM and GAO 4 events have to comply with that cookie banner, which needs to comply with legislation that relates to you. So Google has rolled out special tools and capabilities to allow advertisers to leverage those web user interactions even when someone has opted out of being tracked. And so Google consent mode and advanced conversions and measurement modeling will be really important for you to continue tracking.

Or at least get some data back for those users that don't want to share their private information or be tracked in a website.

As sat net natives, we are very well versed in terms of data collection, data limitation, impact or advertising and solutions that mitigate that impact of those upcoming laws. And So what we want to essentially do is make you aware so you are prepared ahead, ahead of those dates. We utilize advanced modelling and future proof tools to minimize the impact consent banners have on your website. So if you have any questions about your particular state, please don't hesitate to ask. You don't need to be legal experts, but having a core understanding.

Of the privacy principles will help to foster a much more productive dialogue with your stakeholders when it comes to having to adhere to those.

To that compliancy. And look, don't worry if this is news for you, because research actually shows that a lot of institutions don't have an entire core understanding of privacy impact and advertising, and that's why we're here and we can answer those questions for you.

So moving on to some information here. So Net native actually speaks to marketers all across the globe in our higher education marketing survey. So when we run this in Q1 of 2024.

That's just been we asked marketers how they were preparing for some of these changes and it showed that actually 31% of you weren't even aware of the changes. The good news is that you're here and you're ready to take some of these learnings and put them into place.

Here we go, So impacts of Media 3.0 The biggest note to make when it comes to a Media 3.0 world is that there are three core risks and impacts to your marketing effort. So firstly is audience discovery, discoverability and the ability to expand potential audiences based on website visitors.

Secondly, is personalization is threatened and thirdly, the ability to measure ROI on advertising spend by attributing conversions generated by paid or organic activity because of those common legislations.

These three impacts are highlighted here in this slide and can be mitigated by some of the strategies that I will highlight in a second. So here you can see that in terms of what strategies you can put in place, this includes audits of your website so you can see exactly what is being tagged.

Frameworks in terms of measurement, so you can actually have a plan of action of what should be tracked on your website and why Dashboards and Jeremy will touch onto dashboards at a later date, but essentially being able to visualize all that data for you so you can make decisions in the future and then also brand tracking.

Just some more information in terms of the impacts of Media 3.0 is that in the Media 3.0 world, it essentially emerged through enforcement of privacy and data regulations and it's enforcing radical changes to advertisers.

But also advertising performance measurement, So what Google calls privacy centric advertising. So in this new world, everyone risks losing the ability to be able to personalize that advertising, being able to expand potential audiences based on those events that are triggering on your website such as website visitors or custom conversions or measurement that measure in that ROI on advertising spend.

And so the ability to freely and easily withdraw consent is an important part of data capture and data entry, especially in those states that already have those data privacy legislations. So to address the privacy issue of data collection for analytics.

Then there are some principles and best practices that you can follow. For example, data minimization involves collecting only the data that is necessary and relevant for you and for your analytical goals.

And essentially deleting or analyzing the data that it's not. So additionally you what you can also do is obtain data consent from the data subject before collecting it, storing it or sharing the data.

In terms of the rights and their preferences.

And lastly, applying appropriate measures and techniques to protect your data from unauthorised users, modification of that data or disclosure, which is really essential for data security.

Hopefully that makes a little bit more sense in terms of what Media 3.0 looks like, but as you can see it's just very privacy and legislation centred, so we need to be careful.

Sorry, touching on 1st party data on why it's important to reach relevant audiences effectively in this privacy centric future in which cookies might not essentially exist in the future, you must be able to use first party data very effectively. So Google research actually indicates that using first party data and your marketing functions achieves up to two to three times more revenue uplift and about one to two times increase in cost savings.

But how can you use it? So for example, first party data can be used in a lot of ways and the right time to start collecting it was yesterday. Essentially we can build segments and personas through university CRM data or UCDP.

But we can also collect in a variety of ways. So video views, which is a high percentage, we can collect through a high funnel forms where you'll need to offer a value exchange in return for that data. We can consult you with your own slate forms as well. And it can also be collected offline, which is a lot of the time is often forgotten.

So it's found that leveraging that customer data for targeted marketing campaigns can experience conversion rates that are much, much higher than just generic campaigns or just basing it on that cookies.

One last thing that I wanted to touch upon was Google consent mode. So Google consent mode has actually come into effect in Europe, for example, and it essentially means that you need to be able to let if somebody with a website visitor opts out through their cookie banner.

You need to have Google consent mode implemented in place so essentially that person doesn't get tracked as soon as they've opted out. And it's a valuable tool that allows businesses to navigate that intricate landscape. And it's not just businesses, it's educational institutions, it's everybody.

Nobody is excluded from it, and it's just to be able to navigate the landscape of user privacy and data protection regulations more effectively. So Google Consent Mode literally governs the behaviour of all Google tags and scripts on your website based on user consent.

And that consent mode allows us to be able to tailor a digital experiences based on user preferences. So by understanding and respecting users consent choices, we can provide that much more personalized and relevant experience, ultimately improving their satisfaction and engagement because they realize that you are being compliant to whether they want to opt out. But it also allows us to accurately track tactic performance more because we can make those comparisons from those that are opting into those that are opted out.

And if not implemented and that legislation comes into place in your particular state?

It can really bring a hefty penalty, so do get in touch and we'll provide you more information.

And the last thing that I wanted to touch upon before Mike takes over and gives you those amazing Slate CRM best practices is that we are actually now Slate implementation partners.

Which is great because whether you're a new Commodore slave or seeking to optimize your existence setup are a bespoke implementation and consultation services can really ensure you're making the most out of this powerful tool. So if you do have any questions in terms of slate consultation or slate implementation, please do get in touch. But I will now pass it over to Mike where he will talk all things like thank you.

Thanks so much, Julian. Really appreciate that and looking forward to hopefully being able to work with all of you in in many different facets as a, as a partner with Net Natives.

So you're probably thinking, you know, Mike, this is all really cool. It's really interesting. We're talking a lot about marketing, but what does this mean for me, my operations teams, my marketing communication operations teams? Well.

We've seen Julian kind of set the scene for you.

And then what I'm hoping to do is to share with you a little bit of how integration and how other pieces can help benefit you the best way possible in collecting and working with first party data. He's also shared a lot of the impacts through the user journey. And for you, that's all about ensuring your deliverables and your externally hosted stuff is up to par with that legislation, but it also has to deal with analytics. So we're going to talk a little bit through that.

As we move through some of these best practices.

So what am I going to chit chat about today?

1st, I'm going to go into some detail about what are the considerations for first party data in your slate instance. What does that look like? Where should those things be captured? I'm sure a lot of you are already participating in best practices as you move forward. Then we're going to discuss a little bit of how those tools do that sort of capture and I'm going to allude to maintaining some of those captures on the record that you can then utilize and move kind of into what Jeremy will chat about.

In analytics and the performance of your enrollment strategies and all kinds of good stuff like that. So if you're with me, we're going to fly through this. As Julian had alluded to as well. We do have a provided suitcase that I'll give you some brief details on what's inside of there. But we're going to chat through some of those things today and then you get to play with it a little bit later, which is the best thing ever, right? So cool. Let's go ahead and dive in here.

So when I think about sort of what first party data looks like.

In Slate, I like to think about it in the user journey.

And I'm sure all of you are constantly thinking about what that user journey looks like, right? And we're going to touch on some of these tools a little bit more detail. But when I think about that, I think about my entire student journey map starting from every kind of individual touch point that a student is going to go through. And if we break it down, it sort of kind of looks like this, right? So at top of funnel, you're looking at Prospect Inquiry.

That is person related names, phone numbers, addresses, families information, their sources, their, their pings and UTM and also their interests. And this is that early stuff that's going to be really important to maintain across the instance and throughout the funnel and student journey because that's going to help you with enrollment attribution a little bit later. And this is also where capturing A preferred method of contact and kind of throughout in those early stages of saying like, hey, we're going to use this data.

To continue through this journey and we'll talk about some strategies how to do that. And then we're looking at sort of that applicant journey that sort of we, we've gotten those people who are not as interested, maybe they're out of the funnel, but then we're continuing folks through that. And this is where you're going to capture information that of course is going to be related to application material, but it's an important part of maintaining a strong kind of nurture plan. And that's when we dive a little bit into deliver. We're talking about systems related emails as well and SMS communications. So we'll talk about some strategies through there.

And this is a great indication of of sort of your opt out tagging. How do you improve your current procedure when it comes to opt out tagging?

And then we move into that sort of decision and matriculation portion. So now that a student applicant is ready to come and join you.

Do I have to provide some sort of cookie banner information saying, hey, I'm going to share the information that we have in Slate with our the rest of our institution and what does that look like for you? So that is sort of what we're looking for.

And what we're diving into, and I've identified about four components here that can kind of get you started with the conversation of what Media 3.0 looks like and what first party data looks like for you as a Slate user. And kicking it off. We start with forms, right? Forms of bread and butter, right? That is how we're going to capture student information. We're looking at RF is, you know, this is your first opportunity to capture prospect data. This could be the RF is that you have hosted on external landing pages in your CMS, or these can be RFI forms that you host in your portals. And don't worry, we're going to talk about some portals later.

But it's also all about not just your RF is in that sort of early capture and how you are continuously and meticulously adding all of that information to details tabs and interactions and doing some proper tagging. But it's also about your application forms, especially those of you who are using an application portal that may not be safeguarded by an e-mail or a password protected portal, right?

So if you're hosting your Slate application in in those sorts of ways.

Or if you're integrating that application and form from different places, say like a common app, the liaison, cast products, all of those kinds of good things, those are places where forms are going to be filled out and students are going to need to know where their information is going to remain compliant. And then also when we think about forms, we're also thinking about things that are integrated, right? Those external form lead captures, if you are partner with net natives, right? And we're hosting both your form and lead capture.

Within our proprietary technology, ensuring that ensuring that those pieces are also compliant.

It's going to be really important. So then we move on to a little bit of deliver and of course we're going to dive a little bit deeper into each one of these. But I just want to highlight at sort of this sort of high level pieces that you know, we're including not only your nurture campaigns within deliver, but also talking about your event and form submission communications. And we'll dive in that diving deeper later. We're going to talk a lot about kind of UTM parameter capture within and deliver, but I want to.

You know, this is an opportunity to talk about point pinpointing and using that first party data for the students that are working across the Internet using your services, taking a look at your portals and application pages. You want to be really helpful in maintaining sort of UTMS can be really helpful in maintaining an organized pool of like interactions for your record and can be really beneficial and the analysis of success of your marketing campaigns and also your overall enrollment strategy. So if you're utilizing UTM parameters kind of across your deliver communications and you should be including.

Some sort of indication that this information is being used and then processed and we're capturing these so-called cookies to be able to move through you through and create a more personalized experience for you as a student user as well. We'll talk a little bit about some of those statistics that currently live on your deliver campaigns or have kind of shifted as as these things have started to happen here in the United States and abroad.

But you know, you want to ensure that as you're moving through Deliver can be a great place where you capture that out tag, but maybe even making your opt out tags a little bit more specific and we'll chat a little bit about that later.

So portals and landing pages, that is an excellent tool.

To kind of exercise and, and create a space in which students can view information as well as share their information with you in the best possible way. And I'm sure all of your portals are absolutely beautiful and wonderful and amazing. And I've seen some of them and they're super great. Now you may have those embedded in your CMS and your Webmaster may include great Google consent mode or cookie banners kind of within the divisions of the CMS.

But if you are hosting your portals and landing pages in places that are not associated with your CMS, you're definitely going to want to make sure that you are running not only those nice consent banners and cookie banners, but also ensuring that that data is being shared properly. And we'll chat a little bit about that. That's one of my most exciting parts of the suitcase, if I don't say so myself. I'm very excited to share with you some of that content piece and then a big amalgamation little guy here at the end.

Other data capture and what is that? So you like I had mentioned earlier, you may have forms in other places, right, that are integrated.

A little bit later.

Either via SFTP or running to web services from other external places. And you want to make sure that if you're capturing from there and even capturing and driving traffic from your organic social media platforms, things like your link trees that you might have on your Instagram pages and those sorts of places, you should be able to be denoting sort of what that and identifying where that traffic came from. But then also including some more specialized consent modes that correspond with those platform needs. So we'll chat about that.

All right, cool. Still with me, I hope everybody here we're going to dive right into a little bit about form and portal best practice.

So when it comes to forms, important best practices, we've talked so much about consent and what does gathering consent look like at this level? So, you know, when we speak on these kind of forms and landing pages, consent is that key. However, you know, I'm going to show and I'm going to share. It's not only how to stay compliant, but also how to develop your best sense of lead quality. So this is going to be not only a conversation about how best to capture that consent, but then also a little bit of.

Conversion rate optimization.

Because no matter what as these first party data and media 3.0 takes over as the new norm for your third party agencies as well as any of us capturing student information.

It's key to understand that throughout your funnel, capturing the best information but also making it the best experience for that student is going to help highlight that conversion because your end values, sadly, are going to be potentially a little bit lower.

And your inquiry and prospect pool that information has become is going to become even more important as you move through. So let's talk about it forms in the suitcase. We've got some great kind of two-part three-part example forms for you that you can use for this initial capture and can mirror and and develop that strategy. But, and I want to hear give a shout out to some of our other team members who have worked really tirelessly on.

Helping develop those those sorts of things within our own Slate instance. So let's talk about gathering consent. So establishing a mean of a means of gathering consent for all of your external landing pages, those portals and particularly by those which you're capturing some visitor data is going to be really key. What does that look like for you? So consent fields within your forms are looking potentially like a, an opt in message. I'm sure a lot of you have opt in tags within your slate forms currently.

But it's important to start thinking about it in the way of even even more so of like, cool, we've got a really good idea of how you would like to be preferred contact, but can we use this other information?

Meaning your e-mail address, your addresses like your home address or mailing address, as well as other information to be able to send you those pieces. And now you have to be a little bit more granular with how you break down your consent fields that you currently have.

And then also talking about cookie banners, not only are you grabbing information that is for contact and continued nurture, but you're also going to be gathering consent for, hey, we're going to use this data to give you a personalized and relevant experience throughout. And we'll talk about personalization and relevance here in a second.

But if you're running a portal and you're gathering information from it, you should have some sort of cookie banner installed to share and navigate and say, hey, yes, we're going to use this data.

But it's only to make your experience a little bit better as a student. We've got that as an example within the suitcase so that you can see what that looks like. It is a very basic cookie banner, but you can get flashy with it. I know all of you are so smart and so cool.

So from gathering consent, which I know and understand that I think a lot of us have a good idea of how to employ within our forms to remain kind of compliant. But on the other hand, right is that if we have even even one question on our early forms that are going to create a create a bottleneck.

We're really looking for what this conversion rate optimization look like in a media 3.0 world. So some of your slate form best practices that I'll share top of the top of the line here at the prospect and inquiry level we're looking for shorter is better pinpointing the the best pieces of information that you need in order to make sure that you capture and create a lead and then enable that for nurture that student furniture.

And.

From here limiting your number of fields.

There's plenty of suggestions that we can take, but really only capture the information that you'll need for deduplication for later, but also that you can then progressively think about as we do have an example in our suitcase. How can we not only progressively profile, which I'll talk about in a second, but then also how do we use a second part form to capture even more relevant information without creating a bottleneck later?

So from there I talked a little bit about progressive profiling and this this ties into a little bit of what personalization or relevance looks like.

But for progressive profiling, we're using information that we took from first part form and we're placing that in second part form and continuing it throughout the experience of the user experience. And how you do that, you know, we're looking at all kinds of different tags. Use your use your system field prompts where available, as well as your merge fields to create sort of that seamless experience. And really excited for you all to try out a little bit of what those second part forms look like.

Within this late instance.

And you also want to consider your call to action tools at your disposal, right? So we, we love the classic submit button, but this is an opportunity to create form submission pages that carry on that, that personalization and relevance as it moves through, but also continues the journey as and, and helps deliver even more information into that early student record, which is going to be really helpful for your enrollment attribution later on and.

A little bonus that I'll I'll, I'll put in here too. Is is talking about accessibility.

So if you haven't had a good chance to review, and we have a recording from last year talking a little bit about accessibility if you're interested in it. But accessibility is whether you're embedding via iframe or you're embedding fully HTML, is ensuring that you have an alternative sort of experience, language changes within your forms and updating those as well to create a more accessible experience for those prospective students.

So I want to talk a little bit about interactions and activities only to share that if you haven't taken a look at your interaction codes and your activity codes in in a while, it's time to start auditing them. And here's why. Not only are your sources really important here at this this early prospect and increase stage, but and you'll be able to use that for enrollment attribution later. But this is also a really good opportunity to be able to measure and capture.

What that consent mode looks like, getting a little bit more granular and helping to include some interaction codes that maybe share a little bit more on consent as you move through your enrollment funnel.

And lead data capture throughout your funnel, right? We want to sustain this information at the at the top of the at the top here in inquiry and prospect. So consider adding information related to these early captures to your details tab to be able to kind of create.

A more seamless experience.

So I talked a lot about forms, so let's talk a little bit about portals. So looking at your portal, I'm sure they're again, beautiful, wonderful portals. And if you're looking to kind of grab the best experience and consent as a module, grabbing consent in a, in a way that can be used as maybe potentially portal components separated out between different source values.

As well as taking a look at potentially.

Reform that captures that consent and uses that person GUID as in order to relate it to the form that's being filled out. And you can create that as a pop up and and allow for that consent to be delivered in a way that is seamless for the student, but then also can kind of help develop your next steps. And we do have an example of that within the suitcase.

We talked a lot about form best practices. Most of those do apply to your portals and landing pages. But as far as conversion rate optimization for your portal slash as I keep referring to them as landing pages.

The key components that are a little bit different are really capturing information, especially if they're externally focused for inquiry to kind of continue their journey. You really want to capture your information above the fold and that's also considered for your sustaining cookie banners that we have chatted about. But then also we want to make sure that that that brief form that you created is right at the top of the fold. The student understands that that's their call to action on this particular this particular landing page.

So as well, hopefully you're running your your ping on all of the portals that you've created, as well as hopefully running that ping division on all of your external landing pages too, because that UTM handling is going to be crucial then for querying and, and taking a look at what your enrollment strategy looks like next in your marketing strategy as well. So if you're not doing that, let's go for it and do it. So that's a little bit of form in portal best practice. And like I said, we have all a lot of really good examples for you.

In the next couple of stages.

Cool, Let's jump into deliver just going to as much of what I shared about your, your forms and your and your portals, you're really going to optimize towards considering consent mode and and to live being able to deliver consent in an optimized way. And what that looks like is including, especially if you have particular forms that your gearing students towards within.

Your particular nurture campaigns, if you have taken some of your search in house and you're really looking to do that, looking at an optimized deliver campaign that is going to have all of the pieces that Julian had mentioned as well as those forms that may potentially be those calls to action within those.

And here is where we'll talk a little bit about opt out tagging. So it's a really good opportunity. We know the classic is a student.

This to you either over SMS or e-mail or clicks the the little link that says I'd like to opt out and that gets flagged and tagged on the student record and we're good to go right. However, looking at this new sort of consent mode and sort of what first party data captured looks like in in media 3.0 is that very much the inquiry through applicant matriculation.

Experience is really all about handling those OPT insurance in the best possible way.

So you're looking at triggering as soon as a student does an opt out, potentially looking at retention policies to go ahead and relate that record to a particular rule that says cool, yes, that we know that they're opted out. We're going to hide a lot of the information that is on that student record. So we do not use that as well as omit them from deliver campaigns as well.

You also might want to think about tagging in different ways. If they've opted out of e-mail tagging, is it also an opt out of phone conversations, SMS. Those sorts of pieces?

So you want to start including and beefing out a little bit of that opt out tagging. We had talked a little bit about running UTM parameters on your e-mail addresses. So I'm not going to talk too much about that, but I do want to make a note and say.

Slate has moved.

Your considerable number of click through rate information on your deliver campaigns and that's because what we've seen at the media level is that that information is becoming a little less relevant, especially if those click through rates and that sort of data capture.

No longer going to be potentially accessible within the state that your instance is in. So with that movement you still have capabilities of querying on that. It still lives within that campaign, just in a different location.

But I just want you to know that those are those next pieces.

Cool. Alright, great. And last little bits that I just want to chat about as we've moved through some other capture information, right. So you are connecting your your social medias all these different places kind of throughout and if you're running your ping division on external, external landing pages and portals as well, you want to make sure that that information is captured within that cookie consent.

And when you're connecting to your CMS, you should kind of coincide with your your CMS or your content management.

System, but you should be capturing that first party data information there, and it's a good opportunity now for you to check in with your Webmaster and your marketing team to make sure that Google consent mode is operating on your pages.

So great. I'm going to turn it over to my colleague Jeremy now, who's going to share a little bit more about how data is measured.

Sweet. Thanks, Mike. So we've gone over collecting first party data and that shifting environment of data capturing the Media 3.8 world. But once you've actually got your hands on that data, what should you do with it?

So the biggest impact from Media 3.0 will be in how you measure. There's already gap between what you can measure in reality and the removal of cookies will only see that gap get bigger in many different ways and blurring the lines further between your paid and organic performance.

Now, keeping in mind the shifting playing field of your measurement, the journey shouldn't stay to get to their first day of Rockingham at your college was already a complex one, and quantifying it in your reports across various programs, countries, platforms and all captured within different software makes it really quite the challenge to report on.

But if you're only tracking each of these steps in different reports.

You can tell when there is a problem, but to understand why you may or not may not be hitting your targets, you need a holistic approach to tie it all together and understand the root cause of the issue.

Typically we'll see a sleep deprived person or a group across several different teams trying to track all these different stages individually, and either your Google Analytics or a jungle of spreadsheets. But pulling it together all into one source of truth is an impressive feat we rarely see.

So as we're saying, the removal of cookies is going to make attribution targeting and accurate reporting a whole lot harder, but that doesn't mean it's impossible.

So for these next few slides, I'm going to show you how we usually report on our client slate data and the key fundamental questions that go into what we're trying to answer with these reports and any of our dashboards.

The first.

I just realized I'm updating one but not the other one.

Thank you, sorry first time doing this.

Nice. OK, so the first key reason people will fall back on 1st party data analysis is when something goes wrong or is going wrong. Why? As I was saying before, if you're just looking top level and don't have consistency in in your data collection and measurement, you're not going to be able to flush out each step of your pipeline and figure out exactly where the bottleneck is and produce an actual insight.

In the first set of graphs you can see here.

We're looking at cost per lead and cost per deposit and tracking that performance over time in that. In the table underneath, what we're looking at is the cumulative conversion of each program from enquiry to contacted to application to deposit. With a regular update of this data, we're easily able to identify when we're going in the wrong direction before it becomes a wider issue.

So if you aren't already in a position to plot out those metrics just yet and spend join up your spend data to lower final metrics, you can try out these exercises to try instead diving into these insightful rabbit holes. A great place to start is the basic question of which of my channels has the highest quality leads and which has my lowest. If you're like me, when you flip over one rock, you'll probably want to flip over the next. That next rock is if you're going is. How does this then vary between my programs? Are there any obvious channels that simply aren't working?

In this dramatized example here we can see that Facebook has a deposit rate of 0.46% while Tiktok has 16.7%, a huge disparity in lead quality. And if this was my program, I would be taking a look at both, figuring out what could be causing this issue for Facebook and why is it that Tiktok is so much higher.

Another insightful rabbit hole we've seen prove valuable that not everyone's doing is looking at the duration to to matriculate. So have you ever had a case that you're thinking of switching off a particularly bad performing new campaign because you're not seeing those applications come through? It's sometimes the case you haven't given that Channel enough leeway. It could be that the channel typically reaches those fence sitters that take a bit more convincing and time to put pen to paper. We'll typically see with social media channels hitting those students that may, you know, just be sitting on a bus board scrolling through.

Instagram who know they want to apply and enroll in the course they're interested in, but don't quite have that intent and motivation just yet. These are the prospects you want to nurture even more and provide all the information you need to make that final decision. And definitely not the channel that you should be switching off just yet. But unless you're tracking that duration to apply, you may not know this.

So quite a bit of homework here to have a look through your own slate, but outside of those rabbit holes, some other metrics I'd suggest plotting out with your slate data are these three just below so average touch points before deposit, year to date volumes and those conversion rates against previous years. And then thirdly, cancellation rates. Just laying these out per channel can often tell a really interesting story of how your current campaigns are doing.

So quickly just run through how we're showing off, how we've leveraged this first party data in the past. We've just completed this really nice case study with Columbia SDS.

Sorry, what we did was we grabbed their slate data to have a look at their to gain more insight into their specific audience. We then lay that on top of external data sources and our own proprietary data to then figure out where to target, who to target and how to target them, giving us the best chance to actually produce some strong results lower down the funnel.

So firstly, we grab the CRM data to get a better familiarity with their key audiences, planning out demographics, key markets and conversion rates. Secondly, we then had a look at to assess where to target. It shouldn't just be looking at your own sleep data for prospects that you may not have data on. We looked a bit broader for with external data sources to see which international markets they weren't already emphasising with their strategy that they potentially should be.

And then thirdly, to gain a better understanding of their audience, we surveyed current and prospective students about their familiarity with the programs and motivations.

These insights were then used as the initial building block to then help us and Columbia redefine their targeting, creative landing pages and messaging strategy.

And the final results speak for themselves. The drop drop Cpl. by nearly half. We have smashed their target lead volume that we initially set at the start of the campaign by three. And then specifically for Meadow, we smashed those initial benchmarks by 4. So some really powerful stuff there.

No. So I'm gonna pass back to my colleague Julian to show off some helpful tools we have available for you guys.

Perfect. Thank you, Jeremy. So yeah, just talk about some of the helpful tools that you can take home with you now starting with Akira. So for those of you that are not already using it or aware of it, this is essentially our very own proprietary in-house tech. And so it has built, it has been built with data and advertising in mind and exclusively for the higher Ed sector. So Akira is your single source of truth for every aspect of your campaign.

And so, you know, in terms of the visualizing the data and the dashboards that Jeremy has just shown you and a lot more.

That it can essentially do for you. Do get in touch if you want to know a little bit more about Kieran.

What I wanted to touch on as well is the the frameworks and audits. So this is a really important piece in Media 3.0 world. So by this we mean we can essentially provide a measurement frame framework that establishes your criteria for success, serving as a definitive reference for what are those, what are those KPI's, those key performance indicators for you And making a measurement framework that follows those, it helps you establish A singular and ambiguous source offering clarity on the exact methods for you that actually measure success.

So it's basically a way for you to be able to set a foundation for what our campaign looks like holistically in terms of performance measurement.

And it comes essentially as like an auditing in line. So we can have a look at all of your platforms, we can have a look at your entire website and we can essentially develop a really good measurement tool so you know exactly where to focus on within your website and your advertising and just make sure that we can improve those advertising numbers for you. So the benefit of this is that once a measurement framework is in position.

It encompasses all those key objectives, those KPIs, those metrics and those segments. And it allows us to be able to review your websites functionality and user journey that much better. So it involves identifying and documenting aspects that are worthy of tracking within your website and your web analytics tools as well as key paid media platforms. And these measurement frameworks are the foundations that can allow you to visualize all of that data via connected dashboard.

Talking about those dashboards that Jeremy has just touched on. So these can be really well and visualized within our Kirotec and they're so helpful for you to be able to make an informed decision on what's working and what can be improved in terms of your data and your advertising strategy.

Got the brand tracker here as well, which is also a really important tool which is in terms of what your funnel looks like and to provide you a lot of really useful information but then also.

You can have a access to one of our Media 3.0 readiness reports, so these are free for you to sign up for. And if you're not sure where to start, you can always use a free Media 3.0 readiness report and review, which is here to help you get ahead and stay ahead of the competition. We can have a look at Google consent mode, what you know some landing pages and your website look like, so we can provide you some more information in terms of the type of tagging in there.

It's also optimization of advertising platform signals. You can get insights into what's effectively firing and what's not within your website. And that way we can pinpoint any shortcomings across individual channels. We can provide you some more information in terms of what advanced Google consent mode exploration looks like. So to be ready for those legislation changes in the upcoming years, you know, you can discover what it takes to maximize your conversion data and it can be done by as much as 65% with a comprehensive approach to consent mode, so.

Specifically for those states that already have those legislations or those that are coming next, please.

Do scan this QR code and you can get a really useful Media 3.0 readiness report. And then the last one I will let Mike speak about because he has built this himself for you within a slight instance you to be able to use.

Cool, look at this cool thing. We've got a slight suitcase for you. We've got a first party data capture form example. It's a two-part form example using person GUID in order to relate it back to the record. There's a portal, It's an example portal that has a cookie banner on it as well as a a mirroring sort of consent mode within portal components. Check it out, you might like it.

Yes, we actually will get.

That sent out to you in the post, in the follow up e-mail. So you'll receive this suitcase ID in that follow up e-mail. Thank you, Sarah, as well as an attribution report if you're interested to kind of relate your pings down, down your enrollment funnel and get some more predictive modeling under your belt. All right, back to Julian.

Thank you for that, Mike. And so, yeah, we'd just like to thank everybody for joining our webinar today. We really would love to help you with your marketing challenges, but also just to answer any questions you may have about what Media 3.0 looks like, what consent mode looks like, any data privacy laws that are coming into effect and essentially how that will impact your tracking and the way that you can set up your advertising and your audiences. So hopefully you found today's session really informative. And if you have any questions, please do get in touch either.

With myself or with Mike or with Jeremy through those that personal information that you can see there or if you just want to throw us a question through to our marketing@netnatives.com e-mail, we're here to help. So thank you for listening and do let us know if you have any questions.

Thank you, Mike. Thank you, Jeremy.

Extremely informative, I know I learned a lot. I hope you all learned a lot as well.

I think we are right at time, so we'll make sure we get all of this information packed up and sent out to you. Thank you all for being here with us today and enjoy the rest of your day as well. Thanks so much everybody.