DMI Georgetown University
DMI Increases Conversions for Georgetown University School of Continuing Studies’ Campaigns by 740% with Taboola
Georgetown University School of Continuing Studies Content Drives Conversions Throughout the Funnel with Taboola
- 740% Increase in Conversion Rate (CVR)
- 84% Decrease in Cost Per Acquisition (CPA)
Company
Georgetown University is one of the world’s leading academic and research institutions, preparing the next generation of global citizens to lead and make a difference in the world.
Challenge
Support Georgetown University higher education continuing education campaigns by increasing campaign CVR and decreasing CPA.
Solution
Use Taboola discovery platform to promote thought leadership and program-related content effectively and at scale.
Results
With Taboola, DMI achieved an 740% increase in CVR, and an 84% decrease in CPA for Georgetown University campaigns.
Introduction
Georgetown University is one of the world’s leading academic and research institutions, offering a unique educational experience that prepares the next generation of global citizens to lead and make a difference in the world.
They are a vibrant community of exceptional students, faculty, alumni and professionals dedicated to real-world applications of research, scholarship, faith and service.
Digital Management, Inc. (DMI) created the first integrated end-to-end connectivity company in the world—enabling enterprises to build revolutionary brands and connect with customers in mobile-driven markets unlike ever before.
They build full funnel integrated media plans designed around specific program target audiences and work closely with Georgetown to amplify their relevant and engaging content.
Georgetown University School of Continuing Studies Content Drives Conversions Throughout the Funnel with Taboola
DMI uses the Taboola discovery platform for both brand awareness and lead generation campaigns, a strategy that evolved as Georgetown University SCS campaigns performed well throughout the consumer funnel.
Taboola supports many of Georgetown University’s higher education campaigns—using both thought leadership content, and content related directly to their programs.
Content is created by Georgetown University faculty and an internal journalist, edited by their in-house marketing content strategist, and posted on their site.
DMI’s strategy includes promotion of this content on a landing page with easy navigation to a form, which drives more leads than those with no links or buttons for navigation. They pair this strategy with click trackers to attribute conversions to Taboola campaigns.
Taboola Results Continue to Trend Towards Even Better Performance
DMI has tested other native platforms and native programmatic solutions in the past, and Taboola has been a consistent top performing partner.
With Taboola, DMI was able to achieve their goals for Georgetown University campaigns, with an 740% increase in CVR, and an 84% decrease in CPA.
Taboola campaign results are continuing to grow positively, and DMI looks forward to a continued partnership in the future.
When we first tested native advertising, we assumed it was going to be an upper funnel tactic only, but it’s proven to be an effective lead generation tactic as well—because native is very scalable and driven by the CPC model, it’s worked well in Georgetown University’s favor for efficient and effective performance.
- Yooyung Imsland, Director of Media Strategy at Digital Management, Inc. (DMI)