Education Business Case
How an online university increased their enrolment rates by 40%
The Education Centre
Largest online university in the Spanish speaking market.
- Founded in 2009.
- More than 48.000 alumni among 79 countries (27.000 international students).
- Offering undergraduate and postgraduate degrees.
The Problem
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.
How did predictive lead scoring help?
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
The resuts after 3 months
+40%
Increase in enrolment rates
-21%
Reduction in customer acquisitions costs
+25%
Increase in return on investment (ROI)
How did they improved their enrolment rate?
with Lead Ratings they were able to...
- Quickly identify the high quality leads and call them within the first hour.
- Uncovered great leads stranded in nurture
- Keep poor quality leads out of your CRM
- Identify the most profitable marketing channels
- Personalise marketing actions
What did the data show?
Analysis of Variables
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.
Performance of the Algorithm
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.
The Results
