The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and organic traffic. Using data from website traffic analytics, this study employed multiple linear regression analysis and time series methods to understand the similarities and differences between key performance indicators of paid traffic and organic traffic as they relate to key performance indicators. Data from Google Analytics will be segmented by traffic source type and analyzed using SPSS to return descriptive statistics, multiple linear regression analysis, and time series methods. Results will quantitatively indicate tendencies of users who arrived to a website as a result of paid advertising versus the tendencies of users who arrived to a website via organic methods. Research findings will be useful for higher educational professionals who seek to optimize advertising campaigns and webpages in the student recruitment process.
","abstract_html":"<p>The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and organic traffic. Using data from website traffic analytics, this study employed multiple linear regression analysis and time series methods to understand the similarities and differences between key performance indicators of paid traffic and organic traffic as they relate to key performance indicators. Data from Google Analytics will be segmented by traffic source type and analyzed using SPSS to return descriptive statistics, multiple linear regression analysis, and time series methods. Results will quantitatively indicate tendencies of users who arrived to a website as a result of paid advertising versus the tendencies of users who arrived to a website via organic methods. Research findings will be useful for higher educational professionals who seek to optimize advertising campaigns and webpages in the student recruitment process. </p>","abstract_has_math":false,"creators":["Moore, Brandon Lee"],"institution":"Eastern Kentucky University","degree_name":"Doctor of Education (EdD)","degree_level":"Doctoral's","degree_discipline":"Educational Leadership and Policy Studies","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2021,"date_issued":"2021-01-01T08:00:00Z","date_published":"2021-01-01T08:00:00Z","updated_at":"2026-07-24T02:16:00Z","subjects":["digital advertising","Google Analytics","higher education","regional comprehensive university","student recruitment","website","Digital Communications and Networking","Educational Administration and Supervision","Public Relations and Advertising"],"languages":[],"rights":["Copyright 2021 Brandon Lee Moore"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://encompass.eku.edu/etd/745","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Moore, Brandon Lee"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:publisher","label":"Institution","values":["Encompass Digital Archive, Eastern Kentucky University"]},{"key":"dc:type","label":"Dc Type","values":["Dissertation"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Educational Leadership and Policy Studies"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Doctoral's"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Doctor of Education (EdD)"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Eastern Kentucky University"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["digital advertising","Google Analytics","higher education","regional comprehensive university","student recruitment","website","Digital Communications and Networking","Educational Administration and Supervision","Public Relations and Advertising"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2021 Brandon Lee Moore"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://encompass.eku.edu/etd/745"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and organic traffic. Using data from website traffic analytics, this study employed multiple linear regression analysis and time series methods to understand the similarities and differences between key performance indicators of paid traffic and organic traffic as they relate to key performance indicators. Data from Google Analytics will be segmented by traffic source type and analyzed using SPSS to return descriptive statistics, multiple linear regression analysis, and time series methods. Results will quantitatively indicate tendencies of users who arrived to a website as a result of paid advertising versus the tendencies of users who arrived to a website via organic methods. Research findings will be useful for higher educational professionals who seek to optimize advertising campaigns and webpages in the student recruitment process.
"]},{"key":"dc:format","label":"Dc Format","values":["application/PDF"]},{"key":"dc:source","label":"Dc Source","values":["Encompass Digital Archive: Online Theses and Dissertations"]},{"key":"dc:title","label":"Title","values":["Effect Of Digital Advertising On Website Traffic At A Kentucky Comprehensive Regional University"]}]}],"canonical_facts":{"dc:creator":["Moore, Brandon Lee"],"dc:description.abstract":["The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and organic traffic. Using data from website traffic analytics, this study employed multiple linear regression analysis and time series methods to understand the similarities and differences between key performance indicators of paid traffic and organic traffic as they relate to key performance indicators. Data from Google Analytics will be segmented by traffic source type and analyzed using SPSS to return descriptive statistics, multiple linear regression analysis, and time series methods. Results will quantitatively indicate tendencies of users who arrived to a website as a result of paid advertising versus the tendencies of users who arrived to a website via organic methods. Research findings will be useful for higher educational professionals who seek to optimize advertising campaigns and webpages in the student recruitment process.
"],"dc:format":["application/PDF"],"dc:identifier":["https://encompass.eku.edu/etd/745"],"dc:publisher":["Encompass Digital Archive, Eastern Kentucky University"],"dc:rights":["Copyright 2021 Brandon Lee Moore"],"dc:source":["Encompass Digital Archive: Online Theses and Dissertations"],"dc:subject":["digital advertising","Google Analytics","higher education","regional comprehensive university","student recruitment","website","Digital Communications and Networking","Educational Administration and Supervision","Public Relations and Advertising"],"dc:title":["Effect Of Digital Advertising On Website Traffic At A Kentucky Comprehensive Regional University"],"dc:type":["Dissertation"],"thesis:degree_discipline":["Educational Leadership and Policy Studies"],"thesis:degree_level":["Doctoral's"],"thesis:degree_name":["Doctor of Education (EdD)"],"thesis:institution_name":["Eastern Kentucky University"]},"updated_at":"2026-07-24T02:16:00Z"}