The Cutting Edge of Digital Marketing: Three Questions for Grant Sabatier, Vice President & Principal, Digital Strategy

by Brian Coughlin on June 23, 2016 , No comments
  1. How has “big data” changed how search campaigns are managed?

There is now more data available than ever–massive amounts we couldn’t have imagined even a few years ago. There is also a flood of new tools, platforms and ever-improving Google Analytics available to optimize campaigns. But more data in this case does not necessarily yield better campaign results for, say, one particular business school or another. For Eduvantis, it’s about more data with context. We now work with such a critical mass of business schools and management education organizations that we are the first to see trends across the sector. This helps us to not only set benchmarks, but also uncover opportunities for both a specific school and that we can also leverage across our entire business school client base. It’s a form of collective learning – where each individual school can get better because of the learnings we derive from the whole. We’ve created a truly one-of-a-kind database and resource for business schools.

  1. How, specifically, does this help?

The data we have allows us to implement new learnings quickly – through better targeting, bidding, placement, and lead generation strategies. For example, we discovered a really effective targeting profile we used to identify EMBA prospects on LinkedIn and it was so successful that we took that unique profile and were able to leverage that profile for another school in a different competitive market. The campaign quickly started generating almost double the number of new prospect inquiries generated from LinkedIn.

Also, all of the new digital data we are able to gather is telling us more about the prospect, so we have more information which leads to more effective targeting. We are able to uncover what individuals in the market are interested in (search), their career history (LinkedIn), their interests (Facebook), how they engage with the brand (user experience), and what websites they visit. Better targeting leads to better campaign performance.

  1. Where do you see the digital marketing process headed?

Well, it’s the age of growing complexity. Digital marketing has truly become a science and the increasing complexities, increasing cost, and increasing competition make it necessary to have some pretty sophisticated experience in order to generate ROI with your digital budget. Individual schools struggle with this. The level of precision now required to design and run a high performing PPC campaign (not to mention SEO, social, etc.) requires a special skill set – someone who is very detail oriented, highly curious, analytically driven, can manage a lot of data, and can make a lot of complex choices based on deep digital marketing experience. It has truly become a specialized field and our greatest advantage at Eduvantis is that we have merged the necessary technical skills and experience with unique industry data, which makes us better at targeting, reaching prospects, and generating results.

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Brian CoughlinThe Cutting Edge of Digital Marketing: Three Questions for Grant Sabatier, Vice President & Principal, Digital Strategy

Executive MBA Market: A Digital Perspective

by Grant Sabatier on October 17, 2014 , No comments

At Eduvantis Digital, we study the trends that are driving and shaping global business school markets. We are pleased to share some important observations about the Executive MBA market which we will be speaking about at the upcoming Executive MBA Council Conference in Los Angeles. Understanding your program visibility and how to reach your targets is the key to increasing enrollments in the digital economy.

Demand Stabilization: Following a 30% decline in EMBA program searches from 2007 to 2012 in the United States, the number of searches has remained consistent from 2012 through Oct 2014.

Limited Market: There are only 70,000 searches each year in the United States for Executive MBA programs, with approximately 56% of these searches being branded – people searching specifically for an institution’s EMBA program (e.g. Wharton Executive MBA). This means 44% of searchers haven’t yet narrowed their list of prospective EMBA programs.

Increasingly Expensive: Over the past 3 years the average cost per click for Executive MBA keywords in the United States has increased over 60%, with many advertisers paying up to $45 per click in competitive markets.

Interest exploding for online delivery format: There has been a 250% year over year 2014 vs. 2013 increase in interest for online executive mba programs.

Top US markets shifting: Most popular markets for EMBA programs based on total search volume is changing. Top markets (and previous ranking last year):

  1. San Francisco (4)
  2. New York (1)
  3. Boston (6)
  4. Washington DC (2)
  5. Houston (9)

Top 5 Growing EMBA brands (based on percentage increase in searches):

  1. Ohio State University Fisher Executive MBA
  2. Baylor University Executive MBA
  3. Southern Methodist University Cox Executive MBA
  4. Yale University Executive MBA
  5. Rice University Executive MBA

Implications

The EMBA product category is a niche market in which a substantial percentage of searchers can be influenced in their final program decision through effective digital strategies. Understanding how the market searches and optimizing scarce marketing budgets is increasingly complex but essential given rising costs and increased competition.

About Eduvantis Digital

At Eduvantis Digital our data driven practice combines unrivaled business school expertise and leading digital strategies to increase program enrollments. We combine search engine optimization (SEO), paid media, web usability, and analytics services to help institutions increase their market visibility and grow enrollments through strategic digital marketing.

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Grant SabatierExecutive MBA Market: A Digital Perspective