Beyond creative and media placement, the executive board wants to know that every dollar invested in digital marketing can be tied back to a lead and then an application.
Using Umbrella’s “People Based” marketing approach – we are able to show Marists leadership and budgeting teams:
When dealing with a large investment and large data sets, minor changes in data can have a significant impact on the bottom line. Incremental shifts of 10-30% in the performance of each ad unit or ad channel can massively impact the profitability of qualified applicants.
Umbrella Helped Marist understand slight nuance in copy and imagery across creative for google, social and programmatic display so that media budget only went where it was outperforming the benchmarks established by Marists executive leadership.
By having the full lifecycle connection of media and conversion data through connectivity with Marists Salesforce backend, UDM is able to associate completed applications with their true path of travel from the top of the funnel to the bottom.
UDM helped lower Cost per lead metrics 20% below the target benchmarks by eliminating wasteful spend and improving in-channel performance for successful platforms.
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