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 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 paired with dataxu’s TouchPoint™ platform allowed Franklin University 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.

The results

Website visitors who had been exposed to one or more ads served through TouchPoint™ were 177% more likely to convert than those who had not been exposed.