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Michael McEuenDirector of Marketing
AdStage@lonohead
#inEDU16
Driving Better Enrollment Quality with Multi-Channel Marketing
What We’ll Cover
• Elements of the Perfect EDU Stack• Setting Up Cross-Network Tracking• Optimizing Across the Entire Funnel• Cross-Channel Attribution Models• Q&A with Liz Rossi of Pearson
Elements of the Perfect EDU Stack
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Prospect Engage Analyze & Report Evangelize
Data & Programs
Predictive
Outreach
Nurture
Acquire
Events
Digital
CRO
Direct
Web
BI
Attribution
Infrastructure CRM
Advocacy
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Setting Up Tracking Across Networks, CRMs, and MA
Systems
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Web Visitors
Marketing Leads
Sales Prospects
Qualified Oppts
Students
Web Analytics
CRM
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Online advertising spend by education brands in the US stood at $120 million by end of 2015, accounting for 0.2% of total online
advertising.
Socintel360
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Naming Your Campaigns Like a Pro
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Benefits of Naming Conventions
• Easy Filtering
• Campaign Grouping by Theme or Objective
• High-level Reporting
• Future-proofing Your Account
• Better Collaboration
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Naming Implementation
• Ad Network
• Geography
• Targeting Type
• Goal
• Promoted Program / Degree
• Audience
• Aligned Marketing Campaigns
Things to Consider
Tagging & Tracking
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Web AnalyticsTracking
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MA & CRM Tracking
Optimizing Across the Funnel
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Defining Your Ideal Student Profile
ConnectwithSales TalktoStudents TapintoyourCRM#inEDU16
Ideal Student Profile Details
• Age• Sex• Geography• Education level• Education focus
• Income range• Previous employment• Program alignment• Psychographics
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Assign Ad Campaigns to Part of the Sales Funnel
1. Brand Awareness
2. Engagement
3. Consideration
4. Decision
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1. Brand Awareness
Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition
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2.Engagement
Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet
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3. Consideration
Search Queries: {keyword} prices,
{keyword} reviews,
{keyword] vs. {keyword}, competitor terms,
best category keywords
Unpublished Sponsored TweetDirect Sponsored Content
Dark Sponsored Post
SearchTextAds
4. Decision
Search & RLSA Text Ads
Search Queries:
Brand keywordsHigh buying intent keywords
Specific product line, service, or offering keywords
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RetargetingCanBeUsedtoHelpAccelerateEachStage
Example retargeting funnel stages, triggered by web custom/tailored audience buckets
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Cross-Channel Attribution
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Visits LinkedIn
Clicks on ad, downloads a guide
Nurture Campaigns Across Channels
Visits Site
Does not convert Sees content or CTAs from your desired goal
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Why Optimize to ROAS vs. CPL
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Cross-Channel Attribution
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Attribution Models
• First-touch
• Last-touch
• Linear
• Time Decay
• U-Shaped
• Custom
Which Model is Right For You?
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First-Touch0
25
50
75
100
100%%
Attr
ibut
ed
Touch Number1 2 3 4 5
Great for:• SEO
• Direct Mail
• Prospecting
Not ideal for:• PPC
• Webinars
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Last-Touch0
25
50
75
100
% A
ttrib
uted
Touch Number1 2 3 4 5
Great for:• PPC
• Retargeting
Not ideal for:• SEO
• Prospecting
• Webinars
100%
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Linear0
25
50
75
100
% A
ttrib
uted
Touch Number1 2 3 4 5
Great for:• Setting up
custom models
• # of touch points to sale
Not ideal for:• Budget
allocation
• Pipeline prediction
25%25%25%25%25%
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Time Decay0
25
50
75
100
% A
ttrib
uted
Touch Number1 2 3 4 5
Great for:• Nurture
programs
• Longer sales cycles
Not ideal for:• SEO
• Prospecting
• First Acquisition PPC
26%23%19%17%15%
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U-Shaped0
25
50
75
100
% A
ttrib
uted
Touch Number1 2 3 4 5
Great for:• Digital
marketing
• Multiple touch points to sale
Not ideal for:• Strong
nurture programs
40%
10%10%10%
40%
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Closing Thoughts
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Three Top Takeaways
Holistically think about:
1. Your ideal student profile and end goals
2. How data passes through systems
3. How to better align budgets to revenue
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