The DCM Business Intelligence Team provides the University and Health System with robust information, analyses and insight to help achieve the objectives of the University and Health System's strategic plans through marketing and communications activities.


Monthly Insights & Reports

We provide high quality strategic intelligence to decision makers who use our data, connect existing intelligence systems for more efficient and effective data interpretation and perform market research by combining traditional performance analytics with cutting-edge marketing sciences to understand the right message, at the right time, to the right people. Our efforts are measured continually to ensure we are meeting our goals.

Monthly Website Analytics

View a monthly summary of the organization's metric activity throughout the various sites. The analysis allows us to determine key areas of success and areas that need to be improved upon in order to reach the organization's goals. The report examines departmental goal conversions and Analytics, such as: Visitors, Traffic Sources, and Bounce Rates​. Source: Google Analytics.

Earned Media Reports

The earned media reports shows the total mentions, media performance and top publishers from our news and communications efforts.

Consumer Perception Studies

The quarterly Brand Personality report takes distinct metrics from NRC Health's nationally syndicated Market Insights survey to quantify how consumers "feel" about a particular brand. These metrics give the commentary beyond basic awareness and preference. Metrics noted for this report show consumer familiarity with the facility, facility uniqueness, momentum, sensitivity, and overall brand personality.

Quarterly Impact Reports

Quarterly highlights of our efforts that support the Beyond Boundaries Strategic Plan.


Metric Definition
Click A click is an action taken to an ad that leads to a website or landing page. Clicks help us understand how an ad is to people who see it. Relevant, highly targeted ads are more likely to receive clicks.
Contribution Margin Contribution margin is the financial value realized from goal encounters. Contribution margin = (amount received – costs)
Conversion A conversion is a specific customer activity that is valuable to your business. Examples include phone calls or form submissions. Conversions are important for every business to understand because they help define the processes, systems, metrics, and principles needed to get more interest from your lead base and see more value from your marketing.
CTR - Click-through-rate CTR measures how often people click on the ad after it's shown. CTR indicates the effectiveness of an ad. CTR = Clicks/Number of times the ad is shown. Average CTR for the healthcare industry is 0.31% and 0.5% for higher education. Reports indicate our enhanced native campaign for Student Recruitment saw a 3.11% CTR during Q3 of FY20, the highest CTR of any non-SEM tactic and well above the benchmark average.
Engagement Engagement occurs when someone clicks your ad and then takes an action that you've defined as valuable to your business, such as a phone call or form submission. Engagements help you understand how much ROI your advertising efforts are bringing.
Impression Impressions are the number of times the paid media ad appears or is shown, no matter if it was clicked or not. Impressions help us know how often an ad is being seen.
Lead A lead is an individual who shows interest in a brand's products or services. Interest is often expressed by sharing contact information, requesting more information, form submissions or phone calls. When calculating leads it is important to remove duplicates, test records and incomplete forms in order to get an accurate count.
ROI – Return on Investment ROI evaluates the success of campaigns based upon a measure of incremental patient activity whenever possible. This is calculated incrementality by holding out a control group of individuals who have the same demographic & health risk makeup of our campaign targets, but do not receive a communication. With some marketing channels (primarily digital), we are unable to target specific individuals and therefore cannot create a control group to measure results against. When reporting ROI within these digital channels, we will rely upon total patient activity in order to evaluate the success of the given tactic. Incremental ROI = (incremental contribution – direct mail cost) / direct mail cost
Aggregate Readership Aggregate readership shows the total potential readership based on online viewership and magazine circulation numbers.
Share of Voice Share of voice is a measure of the market your brand owns compared to your competitors. It acts as a gauge for your brand visibility and how much you dominate the conversation in your industry. The more market share you have, the greater popularity and authority you likely have among users and prospective customers.
Top Key Messages Key messages are the main points you want your target audience to hear and remember. They create meaning and headline the issues you want to discuss and allow you to control communications, enhance relationships with your target audiences.
Total Mentions A mention is when a brand is referenced, or "mentioned" on the web. While often referring exclusively to social media, mentions can also describe anytime an online publication or blog uses a brand name. Mentions are an informative metric to help online businesses gauge how the perception and visibility of their brand. This figure displays the total number of mentions within a given amount of time.
Total Sessions A session is a group of user interactions with your website that take place within a given time frame. A single session can contain multiple page views, events, social interactions, and ecommerce transactions. This figure displays the total number of sessions within a given amount of time.
Sent Sent metric indicates the number of recipients your message was sent to.
Suppressed Records Suppressed records are from the Email Service Provider's Global Suppression File.
Hard Bounce A message is considered a "hard bounce" if it had a fatal addressing error (for example, typos in the email address or an address that is no longer in use). Because the address is incorrect or invalid, messages cannot be delivered to the email address.
Soft Bounce A message that could not be delivered for a number of reasons, but is not yet considered invalid. In many cases, the contact's mailbox has exceeded its quota and cannot be delivered until the mailbox is emptied. In addition, network errors, DNS errors, and time-outs can also cause a soft bounce. Mail sent to these addresses might succeed again in the future.
Delivered Messages Sent less hard and soft bounces equaling the number of delivered messages
Gross Opens Gross opens is the number of times recipient download and viewed a mailing's images or clicked on all links in the mailing. Includes multiple opens by the same recipient.
Gross Clicks Gross clicks is the number of times recipient has clicked on all tracked hyperlinks in the mailing. Includes multiple clicks made by the same recipient.
Unique Opens Unique opens is the number of recipients who have downloaded and viewed a mailing's images or clicked on any link in the mailing. Each open is counted only once per recipient.
Unique Clicks Unique clicks is the number of recipients who have clicked any tracked hyperlink in the mailing. Only one click is counted per recipient. 
Click Rate Click rate is the percentage of subscribers who click on a link or image within an email. Average click rate for the healthcare industry is 2.7% and 3% for higher education. The Weekly Checkup emails saw an above average click rate of 2.82% and JagWire Weekly 2.77% during Q3 of FY20.
Open Rate The percentage of the total number of subscribers who opened an email campaign. Rates can vary depending on the subject line and the relevancy of the subject matter for subscribers but healthcare industry average open rate is 19.70% and 23.40% for higher education. The Weekly Checkup emails experienced an above average click rate of 37.17% during Q3 of FY20. JagWire Weekly emails also saw an above average open rate of 33% during this time.
Opt outs The total number of recipients who have clicked the opt out link and wish not receive further email communication from the sender. These are not the only recipients who have read your email as a majority of users will block images by default.
Captured by a tracking link when a recipient downloads and views an image or opens the email message
Mobile This category includes email opens made via a smartphone or tablet, for example iPhone, Android, Blackberry, iPad, Kindle
Desktop These email clients are installed software that is viewed by opening a program on a Mac or Windows PC. Email addresses from a variety of service providers (corporate/business domains as well as free services) can be viewed in desktop clients via IMAP or POP. This includes Outlook, Lotus Notes, Apple Mail, and Thunderbird.
Total Includes both of mobile and desktop plus Webmail.
Read An email is classified as "read" when it is viewed for more than 8 seconds.
Skimmed An email is classified as "skimmed" when it is viewed for 2 to 7 seconds.
Glanced An email is classified as "glanced" when it is viewed for less than 2 seconds.
URL Unique address on the internet, the URL for a link within the email message.
Link Name Link name is the name assigned to the URL link
Unique Clicks Unique clicks are the number of recipients who have clicked a tracked hyperlink in the mailing. Only one click is counted per recipient per each hyper link.
Gross clicks Gross clicks are the number of times recipients have clicked a tracked hyper link in the mailing. Includes multiple clicks made by the same recipient per each hyper link.
Average Session Duration Average session duration is the average length of a Google Analytics session in a particular time period. Average session duration is calculated by dividing the total duration of all sessions (in seconds) during a specified time frame by the total number of sessions during that same time frame.
Average Time on Site Average time on site is the amount of time (in minutes or seconds) visitors have spent on the website.
Bounce Rate Bounce rate is the percentage of sessions in which the user only views one page of your website before leaving.
Exit Rate Exit rate is the percentage of users that leave your site from a given page based on the number of sessions to that page.
Mobile vs. Desktop Mobile vs. desktop report displays how many users you acquired on one type of device convert on that same type of device, how many convert on a different type of device
New and Returning Visits Through the use of cookies, Google Analytics will know if a user has been to your site on that browser before – and if so, will track them as a Returning Visit. If no information is available in the cookies, the visitor is tracked as a New Visit. If the cookie that tracks this has expired or been deleted then the visit will be classed as New. Furthermore, a user using a different browser or computer for another visit will initially be tracked as a New Visit, as cookies are held within individual browsers rather than across the whole computer or tied to the user magically.
New Users New users are those who have never been to your website. When someone views your website, Google's tracking snippet looks for a tracking cookie on their device - if the cookie is not present, Google creates one and considers this a 'new' user. Google Analytics also creates a randomly generated string for a Client ID field stored within a user's browser cookie to determine if a user is new or returning. Note: 1.) If a visitor accesses your site from multiple, Google Analytics will count visits from each device as coming from a different user. 2.) If a visitor regularly deletes or blocks cookies, they will be counted as new every time they come back to your site after cookie deletion. 3.) If a visitor has multiple browsers on the same device and uses them interchangeably, GA will assign a separate client ID to each 4.) Visitors who use Incognito or Private Browsing Mode on their browsers will always appear as new users, as the browser won't save cookies and/or site data.
Pageview A pageview is recorded every time a page is viewed. Or, more technically, a pageview is recorded every time the Google Analytics pageview tracking method is executed. When a visitor hits the back button, a pageview is recorded. When a visitor hits refresh, a pageview is recorded. Every time a page is opened in the browser, regardless of whether it has been cached, a pageview is recorded.
Pages/Sessions (Pages/Visit) Pages/Sessions shows the average number of pages viewed per visit.
Sessions A session is a visit to your site is when the Google Analytics tracking code is triggered on a user's entrance to the site. Everything a user then does on your site is tracked within that session, until they leave or the session expires (after 30 minutes of inactivity).
Traffic Sources Traffic sources report provides an overview of the different kinds of sources that send traffic to your Web site, for example direct traffic (clicks from bookmarks or visitors who know your URL) or Web search engines.
Users (formally Unique Visitors) A user is the tools best-guess of an anonymous person. Users are identified using an anonymous number or a string of characters. The analytics tool normally creates the identifier the first time a user is detected. Then that identifier persists until it expires or is deleted. The number of users will always be lower than the number of sessions to a site, this is because some users will visit more than once. A user will be New and then Returning, but if a user comes to the site from another computer or browser they will be seen as a different user.
Engagement Engagements measure the public shares, likes and comments for an organization's social media efforts. This is not limited to follower activity.
Impressions Impressions indicate the number of times your content is displayed, no matter if it was clicked or not. Impressions help us know how often an ad is being seen.
Subscribers / Followers / Fans Subscribers are the number of people who have indicated they want to consistently see your content on their activity feed.
Top Posts Top posts are messages that received the most engagement during a defined time period.

Yearly Planning Exercise

Our annual Strategic Communications and Marketing Exercise outlines communications and marketing highlights from the previous year and lays out plans for the future fiscal year. Communications and marketing plans are completed with input from the unit's work-group composed of unit leadership and DCM. Every member is a brand champion, so varied perspectives and voices are involved in developing the overarching plans. All efforts outlined align with the Beyond Boundaries Strategic Plan and division goals.