“Increasing exposure across mobile and being more aggressive than other people in the space is a big reason for Walden’s success,” Tognola goes on, “Now we’re busy testing and optimizing within our mobile environment.”
With Google’s analytics and targeting tools, Walden identified more audience segments and were more ambitious about creating dynamic content for those segments. They can now remarket with mobile banners to ensure the most from each audience.
By accounting for multiple screens, Walden has seen an increase in conversions—particularly for mobile. Walden had 270% more prospective students start their journey on mobile devices in 2013 than in the prior year. 20% of the conversions now come from smartphones, and that number is expected to keep growing. Remarketing costs from mobile are actually about 40% lower than desktop, which makes mobile even more important when managing the digital operation.
Integrating offline data
Jellyfish and Walden University worked in partnership with Infinity Call Tracking to push call data into the Google Analytics profiles. Additionally, Walden University is now able to track in a way that is valuable to their specific business model. After integration, Walden can view both the volume of leads submitted for each individual college and the specific college course details associated to it.
The call integration data provided insight into the relationship between branded and non-branded search and display activity. Custom channel groupings were created within multi-channel funnels for each of the required datasets.
The increased visibility provided by the Google Analytics account, combined with Infinity Call Tracking, allows Walden University and Jellyfish the ability to make decisions faster and without crucial gaps in their data.