New This Year: Carnegie Clarity™!
Our new advanced analytics and personalized content services are here to help you boost enrollment in 2017!
Our higher ed clients often ask us, “How do I know where a student who filled out an application came from?” In other words, they want to know what specific channels and interactions were successful in grabbing students’ attention. Imagine if you could know the behavior of the students who applied to your institution—if you knew which journey worked and which did not? With Carnegie Clarity™, you can.
What does Clarity do?
By tracking the history of anonymous users, Clarity builds personas based on website, social, e-mail, and form interactions. These anonymous personas are then matched with known personas, putting all the pieces together to form clear insights into journey paths. By syncing up with your CRM, all data is conveniently collected in one place, and you can track the user journey from that first anonymous “touch” all the way to enrollment. This lets you link individual behaviors to key performance indicators so you can assign attribution to various marketing efforts and, in turn, ROI.
Furthermore, Carnegie Clarity™ provides actionable insights so that you know what to do with this information to best utilize it for future success. With details such as number of webpage touches, program interest, age, and geography, we can deliver the right message at the right time to the right student.
How does it work?
Clarity’s data platform allows us to use personalized content on your website. These overlays can be used to deliver specific messages to specific students who fall under different persona buckets (think open house banners, news articles pertinent to their major, or FAFSA deadlines). The best part? We can do all of this without access to your CMS!
As prospective students interact with your website, they will see content tailored to their interests that blend in seamlessly with your website’s design. In other words, students would never know that they’re seeing an “advertisement” or that they are seeing anything different than anyone else.
For example, a prospect who has interacted with your financial aid page three times might see a message about scholarship options the next time they visit your homepage. Or a prospect who has visited the English department page five times might get an on-screen message inviting them to campus to see a lecture or a reading by a professor in the department.
How might you use it?
You can send personalized messages to prospects at any stage in the funnel—and when it matters most. For instance, during that critical time after students have been accepted and before they enroll, you might encourage them visit campus (again), since visits have huge potential to cultivate that sense of belonging students are looking for. With Clarity, you can use all of the data you have on your accepted students to deliver messages that are in line with what is most important to them.
What’s more, you can use the collected data to look at the bigger picture and get a sense of how to market to prospective students the following year. By observing a prospective student’s behavior across interactions and platforms, you can identify where they drop off in their journey, which allows you to pinpoint weaknesses in user experience that drive students away.
You can also identify patterns in user behavior. For example, it might be the case that English majors are more likely to interact with the English department blog than Chemistry majors are with their department’s blog—a statistic that could help schools understand how to improve user experience on the Chemistry department website.
If you struggle to reach your enrollment goals, are tired of relying on lists to cast your net for applicants, or want to better understand your prospective students’ journeys, then Carnegie Clarity™ is right for you. Want to see Clarity in action? Check back for a new vlog coming soon! And feel free to get in touch if you’d like to learn more!
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