UPCEA and Search Influence Higher Ed Marketing Metrics Research Report: What Gets Measured Gets Managed
With the beginning of the “demographic cliff” upon higher education, college and university leaders need to rethink their institutional strategies. For institutions to survive or thrive in a new economy driven by automation and artificial intelligence, college and university leaders need to reassess their programs, promotion, pricing, and packaging (stackability), as well as their processes and people that engage with future students.
With funding likely limited in the future, colleges and universities will need to understand where to invest their resources. Critical to investment will be which programs and services yield the greatest returns with the lowest or most reasonable costs. In a modern world, this cannot be done without real-time metrics or consistent dashboards that leverage customer relationship management (CRM), marketing automation, and analytic systems.
UPCEA and Search Influence have partnered to gather key metrics for the online and professional continuing education community. This report reveals insights on common, yet critical metrics such as cost per inquiry (CPI), including a benchmark, and who is tracking it and who isn’t. The study also reports what type of modern marketing is being done, such as the use of social media, paid search, and search optimization.
The data reveals good news: By tracking these key metrics, higher education marketers have a measuring stick for evaluating success and improving results.
Download the study to gain insights into marketing performance metrics and associated costs of professional and online education schools.
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