The gig in enrollment marketing is to enroll more students and help them achieve their academic goals. However, with so many marketing channels and agency services available today, it can be challenging to know which ones are driving the most conversions. Focusing on a single channel can leave prospective students uninformed, and too many or incorrect channels could burn your budget before driving growth.
This is where multi-touch attribution comes in. Multi-touch attribution assigns credit to all the marketing touchpoints that lead to a conversion, not just the last touchpoint before the conversion.
For example, if a student first learns about your school through a social media ad, then visits your website through a Google search, and finally submits an application after receiving an email from your admissions team, each of these touchpoints would receive credit for contributing to the conversion.
Why is multi-touch attribution important in enrollment marketing?
- Helps you make data-driven decisions: By understanding which marketing touchpoints drive the most conversions, you can decide where to allocate your marketing budget and resources. This can help you optimize your campaigns and get the most out of your marketing efforts.
- Provides a more complete view of the customer journey: Multi-touch attribution lets you see the entire customer journey, from initial awareness to conversion. This can help you identify gaps or areas for improvement in your marketing strategy and ensure that you effectively engage with potential students at every stage of the funnel.
- Improves ROI: By accurately attributing conversions to the right marketing touchpoints, you can ensure that you are investing your marketing dollars in the channels that are driving the most value. This can help you maximize your ROI and achieve your enrollment goals more efficiently.
Overall, multi-touch attribution is an essential tool for any educational institution looking to optimize its enrollment marketing strategy. By providing a more complete view of the customer journey and helping you make data-driven decisions, it can help you get the most out of your marketing efforts and drive more conversions.
Learn more about multi-touch attribution – reach out to firstname.lastname@example.org