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DMS Success Story: Finding Prospective Students for Niche Programs

DMS Success Story:

Analyzing Inquiry Sources and Utilizing Targeting Capabilities for Increased High-Quality Volume 


A school with a full range of program offerings for associate, bachelor’s and master’s degrees was struggling to find prospective students, specifically for technology and engineering programs.


Digital Media Solutions (DMS) needed to boost high-quality volume for specific programs without negatively impacting the rest of the enrollment marketing campaign.

DMS Solution

Sparkroom performance marketing technology was integrated with the school’s customer relationship management (CRM) software and student information system (SIS). This created the visibility of integrated, historic and real-time enrollment campaign data and performance metrics, allowing the DMS marketing analytics team to evaluate the past three years of performance data.

Our team produced:

  • A heat map of inquiry and start data
  • An analysis of performance by campus, program and media source

Working with the marketing analytics team, DMS media strategists used industry data to identify inquiry sources that would produce high-quality technology and engineering student prospects. Inquiry sources that were high performers for other programs, but not for technology and/or engineering, were also identified. Because Sparkroom targeting capabilities allow media buying by source, campus or program group, the sourcing and purchasing of only desired inquiries was possible. This allowed qualified traffic to continue if a source performed well for other programs while removing it as a source for technology or engineering programs, as appropriate.

Pinpointing Success with Heat Maps

The DMS marketing analytics team utilizes heat maps to identify and visualize the geo-locations of inquiries (blue dots), enrolls (yellow dots) and starts (red dots). This is the first step in strategic geotargeting to enhance the performance of a campaign.



Do you need to increase niche volume? Contact DMS to get started.

About the Author

Digital Media Solutions

Digital Media Solutions, LLC (DMS) is the leading global martech company leveraging innovative, performance-driven brand direct and marketplace solutions to connect consumers and advertisers. DMS deploys a robust database of consumer intelligence and leverages massive proprietary media distribution to provide customer acquisition campaigns that grow businesses. Continuing to experience explosive year-over-year growth, DMS has been continuously recognized on the Inc. 5000 list, securing its sixth consecutive ranking in 2019, and the Entrepreneur magazine 360 list. Earlier this year, DMS announced it is anticipating becoming a public company under a reverse merger deal with Leo Holdings Corp. Named one of America’s “Best Places to Work” by Inc. magazine and awarded the Excellence in Lead Generation Award by the LeadsCouncil, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital marketing spectrum. For more information about DMS, visit Keep up with DMS news at and connect with us on LinkedIn at

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