Seton Hall University Uses Coremetrics to Increase Enrollment through Actionable Data
Comprehensive, Flexible Attribution Management Provides Full Insight into Performance of Online and Offline Efforts
SAN MATEO, Calif. – Coremetrics, the leading provider of digital marketing optimization solutions, today announced that Seton Hall University is using Coremetrics to capture precise behavioral data and accurately attribute conversion to multiple campaign influences. Coremetrics is providing university marketers with actionable data that enables them to allocate marketing dollars more effectively across campaigns and channels, thereby increasing enrollment while containing acquisition costs.
Seton Hall University is a major Catholic university located in South Orange, New Jersey. The university is home to eight schools, more than 60 majors and about 10,000 students. In a diverse and collaborative environment, it focuses on academic and ethical development. Seton Hall students are prepared to be leaders in their professional and community lives in a global society and are challenged by outstanding faculty, an evolving technologically advanced setting, and values-centered curricula.
“Our recruitment cycle is a long one, often taking as much as 18 to 36 months from the initial inquiry to enrollment in classes,” said Robert Brosnan, director of web and digital communications at Seton Hall University. “During the application process, we interact with prospective students through a variety of online and offline channels. Coremetrics gives us one place to go to get all the data we need and to look at our marketing efforts from a holistic perspective. We’ve learned some surprising things that would have been impossible to discover without the ability to attribute conversion to multiple channels. Our analysis showed, for example, that natural search plays a more significant role than expected deep into the recruitment cycle. As a result of this insight, we have made changes to our online application process and are rethinking our paid and natural search strategies.”
“Because of the lengthy recruitment cycle and the multiple touches involved, institutions such as Seton Hall need detailed behavioral data and robust analytics to understand the role of various recruitment activities in acquiring leads and converting them to enrolled students,” said Jeff Schmidt, senior vice president of worldwide sales and services at Coremetrics. “Coremetrics is providing Seton Hall University with comprehensive data, plus the ability to accurately measure the impact of influences over time — not just online influences, but also offline influences such as print advertising, direct mail and college recruitment fairs. Consequently they can make data-driven decisions regarding where and how to spend limited marketing dollars.”
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