“Galileo is the future of Marketing - cutting edge technology.”
Northwestern Professor
Case Study
Achieving Market Leadership With Data-Driven Strategies
THEIR STORY
University Expands Digital Presence for Priority Program
A Northwestern University college sought to disrupt traditional higher education marketing models by reimagining the method to address the higher education market.
While focusing on a unique educational offering, the brand uncovered competitive advantages in digital presence differentiation, customer journey mapping, lead generation nurturing, and attribution modeling.
THE CHALLENGE
Market Expansion
The brand sought to increase interest and applicants in a new accelerated program, but was currently tied to traditional higher education recruitment methods. The brand desired a holistic approach to address potential demand for a new market offering.
THE SOLUTION
Harnessing Data and Multi-Channel Strategies to Lead the Market
The brand partnered with Arcalea to identify new digital tactics to drive differentiation and program success.
Quantitative Marketing Analysis (QMA):
Arcalea’s Quantitative Marketing Analysis (QMA) revealed a fragmented market with underutilized digital strategies. This lack of differentiation created an opportunity for the brand to increase market share through stronger positioning and competitive advantage.
Search Presence Optimization:
The brand had limited search visibility, presenting opportunities for online advertising and organic growth. Arcalea optimized targeting, landing pages, and ad campaigns to improve efficiency and test performance in real-time.
Digital Experience
Competitor customer journeys varied, with inconsistencies in page-level experience. Arcalea recommended information architecture improvements to enhance priority content visibility, particularly for mobile users.
Expanded Data Strategy
The brand had untapped opportunities in secondary marketing channels like social media and email. Arcalea identified low-cost differentiation strategies and recommended a data collection framework to track interactions, nurture leads, and improve conversion.
Results
Data-Driven Leadership in
Data-Driven Leadership in
Higher Education
The strategic initiatives delivered transformative results:
Arcalea’s QMA revealed the institution could deploy non-traditional market tactics, expanding reach (and revenue) early and predictively compared with event-based recruiting and other traditional methodologies.
Arcalea's search presence optimization strategies enabled the university to achieve significant organic growth by enhancing its digital footprint. With limited search visibility initially, Arcalea improved search rankings and user engagement.
Arcalea's data-driven approach to paid search campaigns helped the university maximize its advertising efficiency and achieve measurable success. By optimizing targeting, testing ad performance in real-time, and refining landing page experiences, the university saw substantial improvements in lead generation and conversion rates.
Market Leadership
Arcalea helped the university gain market leadership by implementing a comprehensive digital marketing strategy that included Quantitative Marketing Analysis (QMA) to identify market gaps, optimizing search presence for organic growth, and executing data-driven paid search campaigns. The brand enhanced customer journeys, leveraged mobile-first design, and utilized secondary channels like social media and email for lead nurturing. This holistic strategy not only improved digital visibility but also ensured efficient lead generation and conversion, positioning the university as an innovative leader in higher education marketing.
- +475% Search Increase
- +45% Apps Submitted
