It’s your data! So why does your marketing agency seem to be hiding it from you?
One of the most common complaints we hear from institutions that break up with their agencies and come to work with ESM is that they couldn’t connect their marketing investment to actual students in programs. Sure there was more website traffic. There were more inquiries—even more applicants. But enrollment numbers didn’t change significantly.
Does this sound like you?
Your marketing dollars are spread across platforms and your agency refers to brand lift and increased inquiries, but when you ask for specifics, it’s nothing but crickets. You see reports and data that indicate a reasonable cost-per-inquiry, but those inquiries aren’t converting, and much of the information doesn’t make a whole lot of sense to you. The good news is that it doesn’t necessarily mean that your marketing efforts aren’t yielding any results. But the bad news is that if you don’t know what’s working and what’s not, you won’t be able to make sound financial decisions or plan your marketing budget.
So either your agency knows what platforms are performing well and where you’re seeing the best bang for the buck and just not sharing the info. Or much worse (and quite likely), they really don’t know enough about efforts, results and attribution to definitively say what’s working and what’s not.
The importance of attribution
Marketing attribution allows you to accurately assign credit to a single marketing effort to measure the results it produces. For example, if you write a blog post and promote it on Facebook, you should be able to see how many of your prospective students clicked on it, read it, and were interested enough to request more information. In the best of worlds, you could even assign a dollar value based on the tuition of your program to determine actual return on investment. With proper attribution and analysis, your agency should be able to pinpoint success and spend strategically so every dollar counts.
If your agency isn’t sharing your data, explaining them and answering all of your questions, then you’re with the wrong agency! Time to find a new marketing agency.
Do you want to know more about attribution and why so many of our clients breathe a sigh of relief when they finally sign on at ESM? Ask the HigherEd Geeks today. Give us a call right now and we’ll answer any questions you have—even those you might not think to ask.