Goal: The UCLA Executive MBA program planned to use display media to raise awareness for their program among managers on the West Coast. They also hoped to use data targeting techniques to minimize wasted exposures. Further, UCLA EMBA wanted to increase their awareness among EMBA candidates that were considering similarly ranked programs around the nation.
Tactics: AUDIECEX employed a series of data targeting techniques to place their program messaging in front of the right candidates. We identified third party data segments from data partners like Blue Kai, and Exelate to target types of employment and professional titles, we also employed anonymous financial data to gauge viability. Additional tactics included targeting candidates who had searched for programs of similar ranking to UCLA EMBA. Finally, we segmented site visitors to identify the most highly engaged site audiences for retargeting.
Results:The UCLA Femba program recorded a significant uptick in visits to their program page as well as applications from qualified students.