University attracts the right students more efficiently
A university wants to use its available media budget more effectively, as it does not make sense to advertise for degree programs that will be over-subscribed anyway. To this end, it turns to the Enormedia agency with the task of determining which of its degree programs will require more intensive advertising in the future – and which digital media mix and budget it should rely on for this. To do this, they first needed to make reliable forecasts of how demand for the courses would develop over the next few semesters – especially since preferences had shifted considerably in the wake of the pandemic. For those courses of study for which a considerable potential demand can be identified, but which are not yet (too) heavily enrolled at this university, it is then necessary to determine the appropriate advertising media through which prospective students can be reached with little wastage.
Enormedia uses NEUTRUM for this purpose. The AI-powered analytics application of the data specialist Hase & Igel integrates digital behavioral data from a wide range of sources and uses it to generate predictions and scenarios. Based on developments in Google search activity and interest on study portals, the integrated functionalities create forecasts of how in demand different study programs will be in the near to medium-term future. For those programs that show an attractive profile (in demand but not overcrowded), the software automatically identifies where prospective students gather information, where and with what level of investment competitors acquire their online prospects, and what the optimal budget per channel is in terms of cost-effectiveness. This also includes a comprehensive analysis of the online marketing mix and budgets of competing universities in order to learn from the market and exploit competitive gaps.
The analyses with NEUTRUM enable Enormedia’s media experts to develop a promising concept for the university within a very short time, based on all digital information processes in the market. The concept outlines where the media strategy should focus in the future—both in terms of content (which study programs) and media (which channels)—and which budgets need to be allocated to achieve the desired goals efficiently. For the channels with the highest expected impact, the solution automatically identifies the most efficient times of day and days of the week for advertising, as well as the optimal budget allocation. The big data approach allows for dynamic navigation in an environment undergoing significant change due to the pandemic—and ultimately ensures that the right students are recruited.
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