Web Strategies and Roadmaps

MCI Web Experts are working towards several Digital Strategies

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Digital Strategies

Analytics

Vision

Enable data-driven decision making across the university by providing easy-to-access and understand, unified, actionable web analytics insights that improve student recruitment, engagement, and digital service performance.

Long term goals

Deliver a unified analytics platform for all prospective student-facing digital touchpoints.
Reduce friction in student journeys (discover → apply → enrol → success).
Use predictive analytics to support recruitment.
Automate analytics processes through the use of AI.
Ensure all developments to digital platforms are based on holistic, evidence-driven data.

Pillars

Insight: Clear, actionable metrics based on data
Integration: One platform across digital platforms, including website, CRM and recruitment systems.
Intelligence: AI for prediction, personalisation, anomaly detection.
Accessibility: Easy dashboards for non-technical staff.
Governance and Sustainability: Ensuring what we do is best practice.

Supporting Platforms

Google Analytics (GA4)Mouseflow

Looker Studio

Current state assessment

Current Features

Google Analytics 4 dashboards
CRM reporting (separate system)
Restricted heatmapping/session replay tools
Manual/bespoke reports for marketing and recruitment teams

Technical Architecture Summary

GA4 + Tag Manager
Mouseflow
CMS (Sitebuilder)
CRM (Azorus)
Silktide

Challenges

Data sits in silos, with discrete roadmaps for each area (Marketing, Admissions, IDG)
No end-to-end student journey insight
Limited forecasting or early-warning analytics
Slow manual reporting cycles

User & Market Insights

Target Segments

Students

Prospective students (UG/PG/International)
Current students

Staff

Marketing & recruitment teams
Student services and digital experience teams

User Pain Points

Students

Lack of cohesion across application journey: long, unclear, inconsistent
Bug are left unnoticed/unfixed for long periods
Not best-in-class experience

Staff

Lack actionable insights: data explains what happened, not why
Lack of alignment with a "big picture"

Markets

Increasing focus on digital-first, AI-led, personalised recruitment
Shift from basic analytics to behavioural and predictive analytics
Competition for international students
Similar mid-tier institutions adopting heatmaps, organisation-wide CRM, and automation
Top-tier universities investing in AI-driven personalisation

Roadmap

Now

Dark Mode Exploration

Timeline: Q1 2026
Priority: Nice to have
Pillar: Insight
Opportunity: Student Experience

Recent analytics of warwick.ac.uk revealed a majority of mobile users use dark mode.

Next steps

Breakdown by userAudience and Location to create potential Business Case for Brand/Creative to develop official Dark Mode.

Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-3305Link opens in a new window

HTML 5 Video Player Analytics

Timeline: Q1 2026
Priority: Must have
Pillar: Insight
Opportunity: Staff Insights

Adding additional metrics for HTML 5 video players across the website, including: progress, volume, captions, scrubbing.

Next steps

Add easy-to-access dashboard to analyse the data gathered.

Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-3313Link opens in a new window

Enhanced Brand Portal Tracking

Timeline: Q1 2026
Priority: Should have
Pillar: Insight
Opportunity: Staff Insights

Currently split into three developments:

HTML 5 Video Player Analytics
https://uow-idg.atlassian.net/browse/CSWT-2563Link opens in a new window
Resource Download Tracking
https://uow-idg.atlassian.net/browse/CSWT-2562Link opens in a new window
Auto-play feature tracking
https://uow-idg.atlassian.net/browse/CSWT-3306Link opens in a new window

Next steps

Develop tracking via GTM and apply to Brand Portal GA4, then create bespoke dashboards to analyse data.

Insights

UTM improvements - including QR code/short URLs
Journey tracking on Azorus, cross domain
Student Data Integration (journey mapping, UTM, ROI)
Community of student testers
Integrate Mouseflow better
- Funnel Tracking across key journeys, including all forms
On site search analytics
Content effectiveness tracking
Campaign cost and ROI analytics
Improved experience-level surveying for qual data

Integrations

Integrate Semrush and Mouseflow into Looker Studio
GTM tidy up
- Data layer standardisation and reducing GTM sprawl
Single Cookies Tool (Azorus, Sitebuilder, 3rd Party Tools)
Data Warehouse
Single source of truth for visualisations (BI or Optimisely Analytics)
Journey level tracking and associated dashboards
CRM analytics identity stitching

Intelligence

Procure predictive analysis tool alongside AI
Personalisation Readiness Framework
Automates insights and AI summaries

Accessibility

Analytics Request feedback loop
Self serve analytics templates
Analytics playbook and training
Adoption of analytics platforms across Uni - Silktide and Mouseflow
Analytics Training - empower staff to fix issues

Governance & sustainability

Analytics Governance Framework
Ongoing Privacy, consent and compliance monitoring
Tool Rationalisation and Lifecycle Management
Analytics Maturity Assessments

Near Far

SEO Accessibility Content UX Training and Support Personalisation

Supporting Roadmaps

SEO Keywords

Vision

Create a unified keyword intelligence dashboard that helps the university understand search demand, monitor rankings over time, tailor insights by department, and make data-driven SEO decisions across global audiences.

To add

Type of keyword (e.g., Navigational / Informational / Branded) added to each keyword profile
Trend visualisation for ranking volatility.
Users can filter to departmental views for tailored reporting.
Search volume included for every keyword to measure real market importance.
Clicks and CTR added for context (may require Google Search Console integration).
URL duplicate flagging for cannibalisation checking.
Country-specific versions of keywords (UK, India, China, etc.)
Audience segmentation aligned to Alicia’s personas: Career Focussed, Experience Enthusiasts, Engaged Explorers, Low-Key Lookers
Sorting options:
- Rank high → low,
- Search volume high → low,
- Biggest positive/negative changes
- A-Z by keyword
- A-Z by URL
Download keywords as CSV (includes all metadata fields).

Added

Ability to track rank change between custom start and end months
Keywords tagged to specific departments (e.g., Law, Psychology, Engineering).
Fixed empty URL displaying for not found keywords.
URL queries to save filtered views
Added reset filters button
Differentiate between URL not in top 100 (101) and URL not found in API database (Not found)

Links

Keyword Tracker

Mouseflow Semrush Silktide Google Analytics Looker Studio Figma