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Understanding the LinkedIn Lift

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Gray Associates analyzes the lift that LinkedIn contributes to the overall marketing mix in higher education.

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Understanding the LinkedIn Lift

  1. 1. Understanding the LinkedIn Lift Bob Atkins CEO, Gray Associates Steve Probst Senior Partner, Gray Associates
  2. 2. • Research and consulting firm focused on higher education • Clients include wide variety of institutions and providers • Colleges, universities, OPMs • Public, private, for-profit • 2-year, 4-year, graduate • Online, on-campus • Brought in by President, Provost, CMO, others for: • Broad strategy • Academic program selection and evaluation • Market targeting and campus selection • Offer design and price optimization Gray Associates
  3. 3. • Founder and CEO of Gray Associates • 30+ years in strategy consulting • 10 years in higher-ed consulting Bob Atkins, CEO
  4. 4. • Senior Partner at Gray Associates • 30+ years in strategy and operations consulting • Works with broad range of higher-ed institutions & OPMs Steve Probst, Senior Partner
  5. 5. Associate’s, Bachelor’s, Master’s, and Doctoral – plus graduate non-degree programs Degrees offered Online and on-campus Modalities Business, Education, Psychology, Health, Security/Law Enforcement, Computers Core disciplines Research: Participating Institutions
  6. 6. • By degree level and discipline • By attributed source • By other segment metrics • By LinkedIn treatment • Conversions and speeds • A-B testing • Machine learning Research: Approach Prospect-level data from the institution LinkedIn activity & attributes Match & Analyze
  7. 7. - 500 1,000 1,500 2,000 2,500 LinkedIn Google Website Other Total Attribution & Analysis Prospects created same day or next day after seeing LinkedIn ad 11% difference Attributed Source
  8. 8. LinkedIn Advertising Lift: One Example +2.6 points 58% increase 88% significance4.6% 4.1% 7.1% LinkedIn advertising lift: Non-degree graduate programs 8% 7% 6% Inquiry -to-Start Rates 5% 4% 3% 2% 1% 0% Not Exposed But on LinkedIn Exposed to Ad Clicked on Ad
  9. 9. 12% 17% 17% 0% 5% 10% 15% 20% LinkedIn Lift by Inquiry Source: Google +5 points 42% increase 73% significance for ad exposure Non significant for clicks LinkedIn advertising lift: prospects attributed to Google at one institution Inquiry -to-Start Rates Not Exposed But on LinkedIn Exposed to Ad Clicked on Ad
  10. 10. 24% 36% 53% 0% 10% 20% 30% 40% 50% 60% LinkedIn Lift by Inquiry Source: Website +29 points 121% increase 99% significance LinkedIn advertising lift: Website prospects at one institution Inquiry -to-Start Rates +12 points 50% increase 99% significance Not Exposed But on LinkedIn Exposed to Ad Clicked on Ad
  11. 11. 21% 28% 22% 13% 0% 5% 10% 15% 20% 25% 30% LinkedIn Lift: Industry Targeting -8 points -38% (decrease) 99% significance Inquiry-to-start rates by prospect’s industry (Master’s degree programs in Education) +7 points 33% increase 98% significance All Prospects Prospects in Primary and Secondary Education Prospects in Education Management Prospects in Other Industries Inquiry -to-Start Rates
  12. 12. Key takeaways • Channel mix matters. • Attribution often masks effects. • LinkedIn advertising can create lift. • Exposures • Clicks • LinkedIn targeting can improve lift.

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