A glance through
The results of using Artificial Intelligence in student recruitment campaigns
- Training center offering online and on-site courses
Training center that offers online and offline courses. With a clear international vocation, it has a presence in several countries in Europe and throughout Latin America.
The training center had the need to manage a large number of leads generated in marketing campaigns (SEO, SEM, portals, events ...). In order to prioritise those leads that were most likely to become an enrolment, they needed a lead qualification system in real time and customise their commercial efforts for each potential student.
From Lead Ratings we set ourselves 4 goals that our algorithm should meet to solve the company's need:
- Segmentation of the leads according to
their interest to
- Adopt differentiated
marketing strategies for
- Optimise the campaigns and
sales channels based on
- Increase the conversion rate
without reducing the
volume of generated leads
Analysis of Variables
The algorithm was developed from the historical data of previous campaigns . For the study, we analysed the user profile, course of interest and enrolment variables of the training center.
Performance of the Algorithm
The algorithm determined 5 Ratings or segments based on enrolment likelihood. The analysis detected groups with a propensity to enrol 4 times higher than average.
In just 4 months the increase in the enrolments (Conversion Rate) was 40%. The adjustment on the sales channels allowed the company to have cost savings (CPA) of 24%