TARGETING:
Northwestern College, in partnership with Sparkroom

Posted on by webdesign

Northwestern College needed to increase enrollments—without significantly increasing the amount or cost of third-party inquiries purchased.

Given the number of schools they represent and the variety of segmentation styles used by marketers, it can be difficult for third-party partners to understand and target the right audience groups for each of their client schools. To achieve short-term success while ensuring long-term results, Sparkroom analyzed data to help a key third-party partner, Avenue100, target the key audience segments that produce the highest share of Northwestern College’s student enrollments.

This can be challenging. Even with a demographic and behavioral profile, a vendor may not be able to translate this information to match the details of its own network audience segments. By leveraging a common data provider to describe the target and find them within the network traffic via the segmentation system, a common language was ensured throughout the campaign.

Using Northwestern’s historic inquiry data and Neustar ElementOne audience segmentation data, the Sparkroom marketing analytics team identified and classified target audience segments based on enrollment rates. Avenue100 then used its proprietary technology to identify, target and funnel the right traffic to the Northwestern College landing page and request for information forms to ensure that inquiries generated by Avenue100 matched the appropriate audience segments.

Sparkroom was utilized as the lead management solution to capture front-end inquiry information and integrate data from Northwestern’s CRM to understand which prospects were and were not likely to become students. This information was loaded into Neustar’s ElementOne to evaluate the customer segmentation plus demographic, behavioral and psychographic insights to provide real-time performance information back to Avenue100 to ensure the campaign was operating as planned.

The results? The transfer rate—the percentage of inquiries successfully qualified by Northwestern’s call center and transferred to the admissions team—was 13.97% in the before period and 18.53% after, demonstrating a lift of 32.64%. The scrub rate—the percent of inquiries rejected and returned to the third-party vendor—was 38.04% before and 32.43% after, a drop of 14.75%.

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