Attribution Modeling for EDU

Think of your marketing methods as one big team. This team has one goal: to generate more enrollments. But to reach your goal, you need to understand how all of the pieces work together. Attribution modeling can give you that big picture.

It starts with giving credit to all touch points in the enrollment process, but figuring out how much credit is the hard part.

Attribution Modeling allows marketers to look at the “team of ads” that work together through the conversion process. Instead of the traditional method – giving 100% credit to the last ad clicked on – an attribution model credits each touch point in the enrollment process. Through this, we can understand the degree of influence that each tactic has on your potential students’ decisions. Ultimately we can gain new insights, optimize campaigns, and get more accurate ROI information.

The struggle with attribution modeling is assigning a value to each touch point.   Below are examples of the most common attribution models. You can also set up a custom model in Google Analytics depending on length and duration of the process from start to conversion.

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With attribution models, you can coordinate and optimize all of your online marketing campaigns efficiently.  You can track performance in Google Analytics, which will help you decide which campaigns should use more of your budget.

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As you get started, remember that there isn’t one correct method. We recommend testing a few techniques and seeing what the results show. Try it out!

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Check out Fathom’s 30-pg. Ultimate Guide to Marketing an Educational Institution with Social Media. It’s full of insightful interviews and illustrative case studies on using Twitter, Facebook and YouTube for marketing a school.

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