拉斯姆森学院案例研究
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics
技术栈
- Google Analytics
- Excel
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Brand Awareness
技术
- 分析与建模 - 实时分析
适用行业
- 教育
适用功能
- 销售与市场营销
服务
- 数据科学服务
关于客户
拉斯穆森学院是一所私立、地区认证、以职业为重点的学院，在明尼苏达州、北达科他州、伊利诺伊州、威斯康星州、堪萨斯州和佛罗里达州设有 24 个校区，并在全国范围内开设了在线课程。拉斯穆森学院成立于 1900 年，为准学生提供有关学院提供的学位和其他证书课程以及相关学费的信息。该学院希望了解学费对准学生的重要性，以及这些信息是否是他们选择高等教育的一个因素。
挑战
拉斯穆森学院是一所私立的职业学院，在六个州设有 24 个校区，并提供在线教育。该学院希望了解学费对潜在学生的重要性，以及这些信息是否是他们选择高等教育的一个因素。他们在网站上创建了一个学费估算器，供潜在学生使用，但无法跟踪参与度。由于缺乏有关潜在学生使用学费估算工具的知识，拉斯穆森学院无法准确定位大学教育投资的价值。他们希望增加新生入学咨询量，确定各个学校的价格敏感度，并提高寻求学费信息的潜在学生的任务完成率。
解决方案
拉斯穆森学院将 Google Analytics 事件和自定义变量与学费估算器集成，以便在潜在学生与小部件交互时获取地理和计划信息。他们试图回答具体的业务问题，包括哪些学校的学生对价格最感兴趣、美国哪些地区的学生对价格最感兴趣、学费估算与潜在客户开发之间的关系是什么，以及学生是否能够找到他们想要的学费信息。他们从 Google Analytics 导出自定义事件和变量信息并分析数据。他们使用 Google Analytics 数据开发了跨计划和地理的价格兴趣指标。
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