As the university’s primary data management partner, KORTX took a consultative approach and recognized that campaign performance was limited as only a fraction of potential First-Party data was being captured and utilized.

DISCOVER

The first step toward a solution included executing a full technical audit of the university’s site to assess every component of the tag mapping structure. Our audit revealed that unique landing pages were built for each campaign initiative.

DEFINE

Limitations in site tagging caused the university to miscalculate and undercount performance attribution. KORTX provided an updated tagging recommendation to be placed throughout all campaign landing pages, which led to accurate campaign measurement, attribution, and data collection.

ACTIVATE

Our analysis of the university’s media strategy revealed that digital marketing budgets were spread thin across multiple tactics including Pre-Roll Video, Paid Social, YouTube, and Display.

MEASURE

KORTX made a strategic recommendation to remove the branding element of Pre-Roll Video and pivot to Display-only, which resulted in a significant positive spike in performance. Utilizing KORTX Audience Manager data, the final step was to streamline First-Party audiences based on unique campaign and site attributes (i.e. Transfer Students vs. Incoming Freshmen).