The university had the necessity to manage a large number of leads generated from different marketing campaigns (SEO, SEM, portals, events …). In order to prioritise the leads that were most likely to become an enrolment, they needed a lead qualification system to adjust and personalise their commercial efforts for each potential student.
The university had 4 goals. The lead scoring tool from Lead Ratings had to offer solutions for the university to be able to perform these 4 goals:
A segmentation of the leads between the ones that are more likely to enrol and the ones that aren’t.
Customise different marketing strategies for each segment
Optimise the campaigns and sales channels based on the segmentation
Increase the conversion rate without reducing the volume of generated leads
Increase in enrolment rates
Reduction in customer acquisitions costs
Increase in return on investment (ROI)
The algorithm was developed from the historical data of previous campaigns . For the study, we analysed the user profile, course of interest and the enrolment variables of the training center.
The algorithm determined 5 Ratings or segments based on enrolment likelihood. The analysis detected groups with a propensity to enroll 4 times higher than average.
In just 4 months the increase in the enrolments (Conversion Rate) was 40%. The adjustment on the sales channels allowed the company to have cost savings (CPA) of 24%
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