As consumer marketing migrates away from “last click” to a “shared” attribution model, it is important to capture all marketing touch points impacting our prospects. These important brand and product communication events will have a collective impact on a prospect’s application and enrollment outcomes. Datamark is pioneering an initiative with our EduPortal partners in determining the value to that process of when brand assets are served and potentially viewed.
Many vendors report that their “take rate” of when a school’s logo is presented as a potential degree/program match is between 5 to 8 times. In other words, for every 5 to 8 times an institution’s brand assets are presented , one prospect selects that institution as a match and continues through to lead form completion. Datamark’s vision of attribution will follow our prospect through the decision path and determine if the brand exposure might lead to other events further down the funnel. These other events could be a search session or web visit to the prospective school’s site; ultimately resulting in a qualified inquiry submission.
Datamark and our key EduPortal partners are excited about the prospect of “shared attribution” learning and better understanding how an EduPortal site might contribute to the prospect’s decision path to enrollment. Datamark plans to use this intelligence in rewarding EduPortal sites that show the most favorable attribution results.