managing the funnel: conversions, kpis and 4 letter words · 2019. 10. 31. · managing the funnel:...
TRANSCRIPT
Managing the funnel: Conversions, KPIs and 4 letter words
PRESENTERS
Levent Gaşgil, BU Director EMEAStudyportals
Raul RanneHead of Marketing and DevelopmentDreamapply
Mapping the landscape
The funnel
Dream Discover Interest Apply Enrol> > >>
Portal
Agent
Fair
Print media/ads
SEA
High flier
SAT/IB Diploma
GMAT/GRE
Feeder School/School Counselor
Marketing Channel
Certain background/Ambition
United Arab Emirates 6,108
Saudi Arabia 4,152
United States 2,254
Malaysia 2,025
Ukraine 1,752
United Kingdom 1,747
Qatar 1,025
Germany 1,020
Turkey 1,006
Russian Federation 605
Source: Unescohttp://uis.unesco.org/en/uis-student-flow
High requirements
Better chance of admission
AffordableExpensive
Factors influencing the study choice
High requirements
Better chance of admission
AffordableExpensive
Managing the funnel
“First principles, Clarice. Simplicity. Read Marcus Aurelius. Of each particular
thing, ask what is it in itself? What is its nature?”
• In country activity/agent activities
• Online marketing
• Open days
• Feeder/partner institutions
Discovery phase
• Lead management process
• Conversion tracking
• Agent management
• Visa eligibility
Engagement phase • Application
turnaround/management
• Candidate tracking/communication
• Visa processing
• Enrolment checklist
• Housing
Application processing
Helicopter View
Impressions
Pageviews
Leads
Application starts
Applications completed
Conditional Offers
Unconditional Offers
Enrolled
Retained
Service provider
CRM
ApplicationSystem
Student information system
Engage Convert
Invisible prospects
Country of residence Students with home status/already resident
+10 points
Students that can easily obtain a study visa
+5 points
Students that cannot easily obtain a study visa
Type of qualification Internationally recognized qualification e.g. IB, SAT, GMAT,
GRE+10 points
Local qualification+5 points
Awarding institution Highly reputable institution+10 points
Grade achieved Av. 90-100First class degree
+10 points
Av. 80-90Second class degree
+5 points
Av. 70-80Pass
English language certification
IELTS 6.5+ or equivalent+10 points
IELTS 6 or equivalent+5 points
IELTS 5.5 or equivalent
Email interaction Opened+2 points
Clicked+2 points
Open day/Agent fair Registered+5 points
Attended+5 points
Phone contact 1 call+2 points
2 calls+2 points
3 calls+2 points
Key takeaways
Consider a shift in mindset towards a sales oriented funnel management strategy, “sale” is not a dirty word. This is only possible with a motivated sales team and the correct tools
Try to understand where the blind spots are, figure out where the pockets of potential that you are missing. Investigate where the alternatives lie for the students
Before considering how or what to measure, consider what the activity is supposed to achieve. The technique itself is not the objective.
Why am I here?
• DreamApply is one of the leading providers of student applicationmanagement solutions in Europe with more than 200 universitiesusing our services.
• More than 1 million applications total, 300 000+ applications and 150 000+ unique applicants applying through DA every year.
Big questions
• How many leads do you need to get 1 student?
• How many applications do you need to get 1 student?
• How good is good conversion rate?
• How quickly should you issue offers to student?
• Which marketing channels work and which do not?
• Is conversion rate different for different marketing channels?
What happens withapplicants?
What effect does time have on conversion rate?
Conversion rate of differentinformation channels – whatworks and what does not?
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Advertisement Agent Fair National portal Online Other Portal Recommendation School visits Social Media Website
International Indian students - applications vs accepted applications 2018
Applications
Accepted applications
0
5
10
15
20
25
30
Advertisement Agent Fair National Portal Online Other Portal Recommendation School visit Social Media Website
International Nigerian applications vs accepted applications 2018
Applications
Accepted applications
Key takeaways
• Use data available to you when determining your KPIs - gut feeling does not work any more.
• Each country/market is different – using same approach in everymarket will not work.
• Trends change – doing the same thing is not always going to work.
• Approach recruitment in holistic way – it’s cooperation betweenmarketing and admissions that determines whether set goals will bemet.
www.dreamapply.com
