Franklin University’s Challenge
This educational institution wanted to extend its campaign reach and find new prospective students for its upcoming degree programs and new campus locations. Franklin University believed that exposure to an ad provided a halo effect across prospective student behavior that they did not yet fully understand, and they were committed to testing that theory.
The DataXu Solution
DataXu identified two distinct types of visitors to Franklin University’s website: those who had and had not had previous exposure to the university. Test and control methodology allowed DataXu to isolate the impact of ad exposure. The team focused their analysis on the conversion rate from Homepage to the “Information Request” submission page to identify the campaign’s impact on enrollment intent.
Website visitors who had been exposed to one or more DataXu ads were 177% more likely to convert than those who had not been exposed.
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