Driving Response Through Analytics

Few products set the marketing bar higher than EMBA programs from top business schools. In our work with the Johnson School at Cornell University, Media Logic helped the school extend its brand to more than 20 markets through an integrated conversation-centric marketing campaign. We employed a wide array of targeted media as well as automated communication that was used to spark a dialog with the school’s admissions team.

Key to the success of these integrated marketing campaigns was sophisticated web analytics that allowed us to track results, report them in real time and make continual refinements to the campaign. As a result, we were able to:

• Reduce costs and improve ROI
• Determine the best-performing media vehicles and re-allocate media dollars accordingly
• Track performance by both market and media type
• Track web conversion activities and paths
• Keep Sales and Marketing teams fully connected
• Systematize continual improvement

For example, we learned that both print and pay-per-click advertising delivered the best results in terms of cost per matriculant, while radio delivered “brand cover” for the program overall but did not drive applications or enrollments. The program saw 500% growth over a six-year period, the cost per enrollee was reduced dramatically, and in 2008 alone, ROMI was 802%.