What’s the hype about sharing enrollment data?

If given the choice, would you make your business operate more efficiently? I hope you said yes. This is exactly the premise of sharing enrollment data with your lead provider. If using their resources advantageously, your lead provider will be able to streamline your campaign by limiting volume from non-converting sources and increasing volume from your highest converters to in turn, make your business more efficient, and hopefully more profitable.

Here’s how it works. You provide us with the data, the more detailed the better. In the least, please provide us with email addresses. Why email addresses? This is the only unique identifier to the lead; no two people can have identical email addresses. From this data, our analysts will track back each individual start or enrollment to the original lead that was submitted. This gives us access to the source the lead came in from, the original date of the lead, the program the lead was submitted for, etc. Most importantly of all of these is the source of the lead.

Below is an example of the reporting that will be developed from the enrollment data provided. As you can see, each source is individually evaluated.

Taking into consideration the client’s overall CPS goal, we are able to make strategic campaign optimization decisions by individual partner. Let’s say that your CPS goal is $1200. Wouldn’t it be nice to know that the 400 leads that you received from Source 2 were costing you $2,100 per conversion? Sharing the start data allows us to identify each sources conversion and in turn, assign appropriate allocation to each of these sources.
As an added bonus, through sharing this data with the network of partners running your campaign, each source is able to optimize the lead flow on your campaign. How does this happen and what does it mean to you?

Each source will optimize their campaign differently; however, these steps will break down the basics:

First, the data is tracked back to the sources driving traffic for that campaign. From this information, the providers should be able to identify any trends they see in the data; for example, are a large percentage of overall starts coming from one marketing method? If so, the provider should start throwing more marketing time and dollars their way. On the contrary, it could be time to cut back on the reliance of a method that is only contributing 10% of overall enrollments, but 75% of overall lead volume.

Digging in even further, an evaluation of program and campuses success can be completed by breaking down starts on a program and/or campus level. If there are programs that are not producing a fair share of starts, this could indicate that this program could be a mismatch for the traffic on their site. If this is the case, removing this program should increase the conversion rate by making the traffic submitting leads more relevant.

What this means to you. Increased conversions. Increased efficiency. More relevant leads. Higher quality leads.

Bottom line.