The Cutting Edge of Digital Marketing
How has “big data” changed how search campaigns are managed?
There is now more data available than ever: massive amounts we couldn’t have imagined even a few years ago. There is also a flood of new tools, platforms, and ever-improving Google Analytics available to optimize campaigns. However, more data in this case does not necessarily yield better campaign results for, say, one particular business school or another. For Eduvantis, it’s about more data with context. We now work with such a critical mass of business schools and management education organizations that we are the first to see trends across the sector. This helps us to not only set benchmarks, but also uncover opportunities for a specific school and across our entire business school client base. It’s a form of collective learning, where each individual school can get better because of the learnings we derive from the whole. We’ve created a truly one-of-a-kind database and resource for business schools.
How, specifically, does this help?
The data we have allows us to implement new learnings quickly through better targeting, bidding, placement, and lead generation strategies. For example, we discovered a really effective targeting profile we used to identify EMBA prospects on LinkedIn and it was so successful that we took that unique profile and were able to leverage that profile for another school in a different competitive market. The campaign quickly started generating almost double the number of new prospect inquiries generated from LinkedIn.
Also, all of the new digital data we are able to gather is telling us more about the prospect, so we have more information, which leads to more effective targeting. We are able to uncover what individuals in the market are interested in (search), their career history (LinkedIn), their interests (Facebook), how they engage with the brand (user experience), and what websites they visit. Better targeting leads to better campaign performance.
Where do you see the digital marketing process headed?
Well, it’s the age of growing complexity. Digital marketing has truly become a science and the increasing complexities, increasing cost, and increasing competition make it necessary to have some pretty sophisticated experience in order to generate ROI with your digital budget. Individual schools struggle with this. The level of precision now required to design and run a high-performing PPC campaign (not to mention SEO, social, etc.) requires a special skill set: someone who is very detail oriented, highly curious, analytically driven, can manage a lot of data, and can make a lot of complex choices based on deep digital marketing experience. It has truly become a specialized field and our greatest advantage at Eduvantis is that we have merged the necessary technical skills and experience with unique industry data, which makes us better at targeting, reaching prospects, and generating results.