DATA-DRIVEN MARKETING IN HIGHER EDUCATION
ASSESSING THE EFFECTIVENESS AND RETURN ON INVESTMENT OF DIGITAL CAMPAIGNS ACROSS EDUCATIONAL INSTITUTIONS
DOI:
https://doi.org/10.29327/270098.19.2-18Keywords:
Data-driven marketing, Digital marketing., Higher education marketing, Marketing analytics.Abstract
The growing competition among higher education institutions has increased the need for measurable and data-driven student recruitment strategies. This study examines the effectiveness and return on investment (ROI) of digital marketing campaigns using campaign-level secondary data and campaign-linked recruitment outcomes. The study analysed 80 digital advertising campaigns conducted between 1 April and 30 June 2025. Total digital marketing expenditure was ₹160,902.79, generating 19,614,062 impressions and a reach of 10,152,903 users. The associated recruitment outcomes comprised 6,889 leads, 987 applications, and 402 enrolled students, with reported admission and fee revenue of ₹28,140,000. Descriptive analysis was used to calculate cost efficiency, conversion rates, revenue per enrolment, revenue-to-spend ratio, and financial ROI. The results show a lead-to-application conversion rate of 14.33%, an application-to-enrolment conversion rate of 40.73%, and an overall lead-to-enrolment conversion rate of 5.84%. The cost per lead was ₹23.36, cost per application was ₹163.02, and cost per enrolled student was ₹400.26. Based on the reported campaign-attributed revenue, the campaigns generated ₹174.89 in revenue for every ₹1 spent, corresponding to a digital advertising ROI of 17,388.82%. The study demonstrates the value of integrating campaign metrics with recruitment and financial outcomes while highlighting the importance of transparent revenue attribution.
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