Avoiding data overload while maximizing opportunities for action

As the E-Expectations team worked on synthesizing the data  from our 2012 telephone survey of high school juniors and seniors, we had some opportunities to share bits of our presentation with our campus partners and colleagues. I was about halfway through a presentation when the marketing director in one group actually cried, “Uncle.” Said it right out loud. She added, “This is all great data, but how do we decide what to DO!?”

It’s a great question and one we should all ask more often—where is the “do” in data? Here are some ideas for you and your team to consider as you begin sorting out the results of the E-Expectations study and other research you’re reviewing.

1. Review the methodology and research process. You may find great action items in any study, but if the sample is small or the market isn’t matching up with your own, you should pause a moment before taking action.
2. Understand how each question was asked. In the E-Expectations study for 2012, we were surprised to see college-bound juniors and seniors report guidance counselors and print as the top resources to build their lists. However, the key here is that we asked about early steps in the college decision process. The tools and resources students use at the beginning are likely to change as they work through their preliminary list and select schools that warrant further study. Indeed, when we looked back to the data from our study on live conversations earlier this year, we asked about the most influential resources students use. In that data set you’ll see that the top resources were campus tours, Web sites, and conversations with students and admissions representatives. So both sets of data are useful, but their applications are rather different.
3. Choose your action items carefully. You don’t have to make each finding into an action item for your marketing plan. In my conversation with the client who cried “uncle,” she perceived that because the E-Expectations research has significant focus on Facebook, she had to refocus her own efforts there to the detriment of other areas that also needed strategic and tactical support. Not the case at all. In fact, the findings actually indicate that while use of social media by high school students is increasing (as evidenced by our data and other studies like those from the Pew Internet and American Life project), it is not the perfect cure for all of our recruitment marketing ailments.
4. Use national data as a springboard to formulate your own research. Look at question development, response mechanisms, sample sizes, and methodology. Think about the specific questions you have for your own markets, then work creatively to get the answers you need to make great decisions. For example: You might answer a few questions about how your site navigation structure holds up for juniors if you facilitate some user tests during your next open house event. Channel the enthusiasm of the new students you’ll soon find on campus into responding to a survey about which communication assets were most meaningful to them in their decision process. Do a focus group with parents during family weekend. The point is to apply other surveys to your own audiences—that’s an action item every campus should use.
5. Measure twice (or three times…a day), cut once. Like the carpenter, make sure that you’re taking and analyzing accurate data from the tactics you’re currently using before jumping into the latest trend. Start with Google Analytics and be sure that you have it implemented fully and properly. Be sure that you are pulling regular reports that give you meaningful and actionable data. Share and discuss results with your colleagues and look for comparison points among peer institutions.

In future posts I’ll take on specific points from our E-Expectations report, expand on some detailed responses, and provide a little more interpretation and recommendations. Until then, we hope you enjoy reading the results from the 2012 study. We’re all really proud of the quality and quantity of the results and can’t wait to hear your insights and experiences in putting the data to work for your campus and marketing programs.

If you have any questions about the results or are wondering what action items are best suited for your campus, please e-mail me. I’m always happy to discuss strategies and best practices.