Increasing Efficiency Through Geo-Targeted Marketing: Analytics

March 19, 2014 Digital Media Solutions

Map for Geotargetingreport from DMS reveals the relationship between distance, geo-targeting and student enrollments.

Geographically, every market is different. Cities and their surrounding areas vary by population, demographics and transportation. Higher education marketers need to consider such differences to optimize marketing campaigns.

An effective geo-targeting approach for one location cannot always be replicated to a second location with equal success. To achieve maximum return on investment, higher education marketing initiatives must be tailored specifically to the market of each campus location. A custom geo-targeting approach can optimize conversions, conversion rate and cost per conversion.

An analysis of eight United States markets reveals patterns of decreasing inquiry volume, conversion volume and conversion rates at increasing distances from campus locations. Markets with relatively large populations, such as Philadelphia and Chicago, tend to have a higher concentration of inquiries and conversions in close proximity to campus locations than smaller markets, such as Columbia, SC, and Birmingham, AL. However, exceptions to these patterns are common. Individual analyses of each market reveal geographic areas to include or exclude for optimal conversion-based results.

Custom geo-targeting strategies help schools enhance conversion performance and optimize marketing spend by eliminating poor converting areas from campaigns. Some schools may be hesitant to reduce a marketing geography in fear of losing any conversions. However, a school that regularly hits caps or can draw from new sources will likely be able to replace volume lost in geo-cuts with better performing inquiries from higher converting areas. If a school is able to compensate for some or most of lost volume when employing strategic geo-targeting, it can not only raise conversion rate and decrease cost per conversion, but increase conversions as well.

Geographic evaluation is a simple way to boost performance in higher education enrollment marketing campaigns. The Marketing Analytics team at DMS uses a cutting edge geographic information system (GIS) to analyze marketing performance and generate custom geo-targeting initiatives. Our ability to leverage the powerful Sparkroom database and its expertise in strategic geographic marketing can help schools surpass enrollment goals and efficiently spend marketing dollars.

The full report is available here.

About the Author

Digital Media Solutions

Founded by a team of lifelong athletes, Digital Media Solutions (DMS) is an industry leader in providing end-to-end customer acquisition solutions that help clients win in their business ventures and realize their marketing goals. The company’s set of proprietary assets and capabilities in the world of performance marketing and marketing technology allow clients to meticulously target and acquire the right customers. DMS relentlessly pursues flawless execution for top brands within highly complex and competitive industries including mortgage, education, insurance, consumer brands, careers and automotive.

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