40%+
CCM decreased client’s overall costs by optimizing campaigns for down-funnel enrollments
Optimize to Metrics that Matter Most
Client
Services Provided
Affiliate Lead Generation, CCMP
An 80 year old institution that pivoted to being an online university was hesitant to introduce PPL into their marketing. They had seen high cost and they didn’t have clarity on how the leads converted. By leveraging our proprietary platform, CCMP, we were able to provide full funnel visibility, understanding performance from lead through enrollment. This eased our clients concerns and set the stage to successfully trial multiple partners and leverage the new lead channel.
“CCMP allowed us to improve the overall performance of our campaigns and gain real insight into what worked and what didn’t. And the results were stellar. Last year, we had more applications than ever before."”
Challenge
Although the client understood the value of digital marketing for enrollments, they were reluctant to work with pay-per-lead affiliate providers because of their high cost-per-lead and inability to chart success. They understood CPL as a metric but needed to see how it translated to actual enrollment costs. They couldn’t connect data sources to confidently and transparently understand conversion success.
Solution
CloudControlMedia connected our proprietary platform, CCMP, directly to the client’s CRM so we could examine and continually optimize campaigns based on down funnel enrollment data.
We chose 16 PPL providers for an initial investment and continually analyzed cost-per-enrollment by channel/program/campaign to narrow our mix of providers and select only the most effective for full-funnel performance.
Results
- Identified top PPL providers to find leads with a 20% app rate and 6% enroll rate
- -43% decrease in CPE
- Increased overall investment in PPL
Because of these great results, our client was ready and willing to increase their investment in PPL.